이 연구의 목적은 기금조성용 옥외광고 산업의 현재를 분석하고, 산업 의 발전을 저해하는 요인으로 평가받는 불법 도로변 야립광고에 대한 해 법을 제시하고자 하는 것이다. 이를 위하여 전문가를 대상으로 하는 심 층 인터뷰를 실시하여 그 내용을 분석하였다. 이를 통해 본 연구는 기금 조성용 옥외광고가 옥외광고 산업의 발전에 중요할 역할을 했음을 확인 하였으나, 시스템과 비즈니스 차원에서 해결해야 할 여러 문제점이 있음 을 발견하였다. 또 불법 도로변 야립광고의 난립을 방지하기 위해 법적, 기술적, 경제적, 사회적 해법에 대한 전문가들의 다양한 의견을 수집함으 로써 관련 산업 정책에 대한 의미있는 기초자료를 제공한다는데 의의가 있다.

In appeals for donations, some charities highlight why their programs are important or abstract meanings that individuals' contributions can have. On the other hand, some other charities highlight how their programs are implemented or specific actions that are to be made. Drawing on construal level theory, we posit that abstract, “why” laden appeals will be more persuasive than concrete, “how” laden appeals when psychological distance (via physical distance) is high (vs. low). One experiment was conducted to test this premise. Specifically, we examined whether the location where the programs of a nonprofit organization were run was far (i.e., a foreign country) or near (i.e., domestically) would moderate the persuasiveness of abstract versus concrete messages. In terms of the procedure, participants were first asked to read a message from a nonprofit organization helping children suffering from rare diseases in their own country or in foreign countries. Then, they indicated the extent to which they were willing to help the nonprofit. To manipulate the message type, we varied the headline as well as the content of the message so as to make on version construed at a low level and the other at a high level. Further, to investigate a moderating role of disease types, we measured the changes in response to when disease names are suggested more specifically due to the variation in the degree of familiarity to the charity subject. The results of this experiment supported our prediction on the fit effect between physical distance and message type. To be specific, when the appeal was for a foreign cause, abstract messages generated a higher willingness to help the nonprofit. Conversely, when the appeal was for a local cause, concrete messages generated a higher willingness to help the nonprofit. These results indicate construal fit effect in a charitable giving context. Furthermore, we investigated a moderating role of disease types given that such fit effects can be stronger among low- (vs. highly) familiarity of disease. We observed a significant three-way interaction involving the degree of familiarity.

Purpose: As nonprofit organizations have made strides in international development, ensuring financial resources has become pivotal to determine what nonprofits strive for and how they perform with the budget generated without efforts for profit-making. The purpose of this research aims to investigate the determinants of donation intention that are affected by television fundraising campaigns in order to improve financial sustainability. This study applied the effects of emotional sympathy, economic value, accountability, relevance, and sustainability on donation intention. Research design, data, and methodology: This study collected data via an online survey by classifying respondents based on donation experiences and applied statistical analyses such as factor analysis, regression, and ANOVA. This study selected television fundraising campaigns aligned with criteria of the Sustainable Development Goals (SDGs). Results: The results of this study showed that emotional sympathy was a dominant variable regardless of previous donation experiences, while economic value was significant for inexperienced donors. Conclusions: The results provide implications to nonprofit organizations for fundraising as to what aspects need to be addressed in order to draw donors’ motivation for giving behavior. Given efforts for successful implementation of development agenda, it is fundamental to establish financial sustainability of nonprofit organizations and build up public awareness.