• The Journal of the Korea Contents Association
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• v.15 no.8
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• pp.258-270
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• 2015

The study aims at verifying the effect of the image, trust and responsiveness to social welfare organizations on continuing the sponsorship of private donors, the mediating effect of the organizational identification and the moderating effect of their financial status. As a result of causal analysis of the variables by structural equation models, regardless of donors' financial status, social welfare organizations' image, trust and responsiveness has no direct effect on continuing the sponsorship. Among the donors in relatively good financial status, social welfare organizations' image, trust and responsiveness positively have direct effects on organizational identification, which has a direct effect on continuing the sponsorship. That is, the image, trust and responsiveness influence the continuity of the sponsorship through the full mediating effect of organizational identification. On the other hand, among relatively poor donors, only the organizations' image and trust positively influence the organizational identification, The direct and indirect effects on the continuity of the sponsorship are different according to the private donors' financial status, which means that the moderating effect of the donors' financial status is proved. The result of latent mean analysis regarding 5 main latent variables according to the private donors' financial status, shows the significant difference in the continuity of sponsorship only(Mean= .197, Cohen's D=.779). By emphasizing that Organizational identification is a critical factor in terms of enhancing the continuity of sponsorship, some practical implications are discussed based on the study's findings.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.10 no.1
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• pp.175-212
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• 1999

All the libraries are facing major financial problems due to a variety of reasons such as non growing or even decreasing appropriations from their administration, continuing inflationary increases for journal and library materials, needs for new or improved facilities. increased costs for new technologies and networks and more demands for services. To address these financial problems, library administrators need to find ways to supplement their budgets through existing as well as new creative external funding strategies including grants, fundraising. sponsorship. resource sharing fees and others. This paper is drawing fundraising and sponsorship. But this financial aid is not an Aladin's lamp which, if rubbed three times, will give you three wishes and all the money you want. So this study is reviewed the history of fundraising, environmental situation in connecting with library law, status-quo, practical process for fundraising and existing sponsorship methods.