創新社會行銷策略對公益勸募之研究－以弘道「寒冬助老」系列活動為個案研究

Abstract

台灣已邁入高齡社會，獨居弱勢長者人數日益增加，其身心健康、社會參與和生活品質亟需關注。公益團體在提供老人服務、倡議老人權益方面扮演著重要角色，但傳統的公益勸募方式（例如：悲情訴求）在吸引年輕族群方面面臨挑戰。隨著數位科技的發展和消費者行為的變遷，公益團體必須採用更具創新性和吸引力的社會行銷策略，才能有效拓展年輕捐款族群，並提升勸募成效。 本研究旨在探討公益團體如何運用創新的社會行銷策略，透過公益廣告與年輕族群溝通，提升其對老人議題的關注、認同，進而促進捐款意願和行動。 擬以弘道老人福利基金會（以下簡稱弘道）為個案研究對象，深入分析其2016年至2023年「寒冬助老」系列勸募活動的社會行銷策略。弘道在此系列活動中，跳脫傳統公益廣告的框架，陸續採用了「情感行銷」（2016年「笑容的背後」）、「故事行銷」（2018年「微型生命藝術展」）、「體驗行銷」（2020 年「孤寒大飯店」）和「角色 IP 行銷」（2023年「角落孤老人」）等創新手法，成功吸引了年輕族群的關注，並提升了勸募成效。 本研究採用質性研究為主的研究途徑，蒐集並分析弘道「寒冬助老」系列活動的相關資料，並以AIDA模型 (Attention, Interest, Desire, Action) 為主要分析框架，探討弘道如何透過創新的社會行銷策略，引導目標受眾從注意到行動的心理歷程。透過對弘道「寒冬助老」系列活動的深入分析，證實了創新的社會行銷策略在公益勸募上的有效性。並證明採用正向情感、體驗參與、故事敘事、角色IP等多元手法，公益團體可以有效地與年輕族群溝通，提升其對社會議題的關注、認同和捐款意願。

Taiwan has entered an aging society, and the number of solitary and vulnerable elderly individuals is increasing daily. Their physical and mental health, social participation, and quality of life require urgent attention. While nonprofit organizations play a crucial role in providing services and advocating for the rights of the elderly, traditional fundraising methods (such as appeals to pity) face challenges in attracting younger demographics. With the development of digital technology and changing consumer behavior, nonprofit organizations must adopt more innovative and engaging social marketing strategies to effectively reach younger potential donors and increase fundraising effectiveness. This research aims to explore how nonprofit organizations can leverage innovative social marketing strategies to communicate with younger generations through public service advertisements, raise their awareness and recognition of elderly issues, and ultimately promote donation intentions and actions. This study takes the Hondao Senior Citizen's Welfare Foundation (hereafter referred to as Hondao) as a case study object, conducting an in-depth analysis of its social marketing strategies for the “Warm Winter for Elders” fundraising campaigns from 2016 to 2023. Hondao, throughout this series of campaigns, broke away from the framework of traditional public service advertisements, successively adopting “emotional marketing” (2016 “The Smile Behind” ), “storytelling marketing” (2018 “Miniature Life Art Exhibition”), “experiential marketing” (2020 “The Lonesome Hotel” ), and “character IP marketing” (2023 “Lonely Elderly in the Corner” ) and other innovative approaches, successfully attracting the attention of younger generations and improving fundraising performance. This study adopts a qualitative research approach. It collects and analyzes relevant materials from Hondao's “Warm Winter for Elders” series of campaigns, and uses the AIDA model (Attention, Interest, Desire, Action) as an analytical framework.