摘要: 社会发展的多元化趋势使非营利组织的发展成为必然，非营利组织的发展需要特别强调其公信力的建设。目前我国非营利组织公信力、社会影响力不强，这需要从建立问责机制、加强自身能力建设、引入顾客导向的营销理念和处理好与其他社会组织的关系等方面努力，以增强其公信力，促进其健康发展。本文以无锡尚德诈捐门为例,探讨非营利组织公信力建设的必要性,目的在于通过对普遍存在的非营利组织公信力不足的现象进行原因分析,从非营利组织存在的问题得出建设公信力的重要性，同时得出建立一套非营利组织公信力的评估体系的紧迫性。
关键词: 非营利组织； 公信力； 尚德诈捐门
Abstract：Trend of diversification of the social development makes the development of the nonprofit organizations inevitable, the development of the nonprofit organizations demands to emphasis especially the credibility construction. At the moment, credibility and social influence of our nonprofit organizations are weak, this needs us to make great efforts in the way of establishing accountability mechanism, strengthening our own ability construction ,introducing the customer orienteer marketing ideas and dealing well with the relationship between other social organizations in order to enhance its credibility and promote its healthy development. This article takes the Wuxi Shang De quake donations as an example ,discuss the necessity of the credibility construction of the nonprofit organizations which aims at analyzing the reasons through the ubiquitous phenomenon of nonprofit organizations credibility shortage, we can realize the importance of the credibility construction from problems of the nonprofit organizations ,meanwhile realize the urgency of set up a nonprofit organizations credibility evaluation system.
Keyword: The Nonprofit Organizations; Credibility; Shang De Quake Donations
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