本研究之目的在探討非營利組織之責信、行銷策略與捐款人再捐款意願彼此間關聯性。本研究採用問卷調查法，以捐款兩次以上給慈濟的捐款人為研究母群，採分層隨機立意方式以及滾雪球立意方式進行調查，經回收有效問卷共353位。研究使用「基本資料調查表」、「責信量表」、「行銷策略量表」、「再捐款意願量表」等工具，調查所得資料分別以「描述性統計」、「單因子變異數分析」、「Pearson's 積差相關」及「逐步迴歸分析」等方法加以統計分析，本研究主要發現如下：
一、女性捐款意願高於男性。
二、財務責信較高，有助於提升再捐款意願。
三、非營利組織捐款人之價格普遍較高。
四、非營利組織捐款人之推廣普遍較低。
五、非營利組織捐款人之自利性普遍較高。
六、非營利組織捐款人之交換性普遍較低。
七、非營利組織捐款人之認同性對於責信、行銷策略影響性高。
This study aimed to investigate the relationship between non-profit organization accountability, marketing strategies and donors willingness of donation again. This study used questionnaires, the sample is that donors have more than twice donation to Tzu Chi, then used a stratified random and snowball purposive approach to investigation, recycling effective questionnaire 353.This study used the 'Basic Information Form' ,' Accountability Scale' , ' Marketing Strategies scale ', ' the scale of willingness of donation again'. According to descriptive statistics, one-way ANOVA, Pearson’s product-moment correlation, and stepwise multiple regression. we finding:
1.Females are higher than males of donation willingness.
2.the highly financial accountability can contribute to improve the willingness of donation again.
3.The non-profit organization donors have higher prices.
4.The non-profit organization donors of promotion is lower.
5.The non-profit organization donors of selfishness is higher.
6.The non-profit organization donors of exchangeable is lower.
7.The non-profit organization donors of agreeableness highly affects accountability and marketing strategies.
