浅析我国非营利组织的公信力建设

当今社会发展的多元化趋势使非营利组织的发展成为必然,而在和谐社会的理念下,非营利组织的发展也面临着更严峻的挑战,特别是非营利组织的公信力建设。简要分析了当前非营利组织公信力不强,社会影响力不够的现状及其原因,提出了非营利组织应该建立问责机制,加强自身能力建设,引入顾客导向的营销理念以及处理好与社会其他组织的关系,以增强其社会公信力。

The Construction of Public Credibility to the Nonprofit Organizations in China

Nowadays the pluralistic trend of the social development makes the development of the nonprofit organizations inevitable.With the belief of establishing a harmonious society,developing the nonprofit organizations also faces severe challenges,especially its construction of public credibility.This paper analyzes its situation and the reasons why currently the public credibility to the nonprofit organizations is not high and its social influence is not great enough,and then advocates that in order to strengthen the public credibility,the nonprofit organizations should build up a self-regulating and accountability mechanism,improve its self-capability,introduce the customer-directed marketing concept and establish a good relationship with other organizations.