• Korean Journal of Social Welfare Studies
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• no.37
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• pp.91-116
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• 2008

Current studies have shown academic and practical interests in effects of various factors on fundraising effectiveness in social service organizations. However, they hardly suggested what factors affect fundraising effectiveness in a clear way. This study intended to suggest a structural relations between factors, such as professional leadership, environmental competitiveness, market orientation, and fundraising effectiveness. The results of the structural equation modelling analysis showed that there were not significant direct effects of professional leadership and environmental competitiveness on fundraising effectiveness, but their indirect effects and mediating effect of market orientation toward donors. Although the study has a limitation to generalize the results for all kinds of nonprofit social service organizations, it has both academic and practical implications to introduce the concept of market orientation for an explanation of fundraising effectiveness, and also to indicate the importance of organizational efforts to keep strong and sound relationships with donors.