1. 4 | 129 4 . . , . . .

2. 130 4 ? 133 ? 134 ? 136 ? 137 CMS ? 139 ? 141 2 ? 144 ? 145 ? 148 ? 149 ? 150 ? 153 ? 154 . ? 157 ? 160 ? 164 ? 165 ? 166 ? 168 , ? 169 170 ? 1710700 7 10720730740750760770780790800810820830840850860870880890900911 3 11 3 21 3 41 3 51 3 71 3 91 4 214 314 61 4 714 81501 5 21 5 51581 6 21 6 31 6 41661 6 7168169 3. 1 2 3 4 5 70 ? . . . .| | . . . . .4 | 131 4. . . . . .71 ? 132 . . . . 5. . .1( )( )82 . . . 4 . 10% 60% .4 | 13347) , , , , 200848) Parker & Elliott, Center on Philanthropy at Indiana University, 2004 ( ) ( ) ( )( ) ( ) 76( ) 3 45| 47) || 48) | 6. 72 ? . . . . , . . . . . (Impact) , (impact) . . 134 7. 73 ? . (, , ) .4 | 135 . , , , 49). . 50) (Need for self - esteem) (Awareness of Need) (Sense of Community Responsibililty) (Need for recognition from others) (Solicitation) (Joy of Giving)49) , , 200950) 8. . .| 51) | keyword 1 52) 2008 , . . MRI . . . . . () 1 .136 (cause / cause centered) (benefit / benefit centered) ( / impactcentered)51) , , 201152) 4, , , 2012 9. 74 CMS ? CMS(Cash Management Service) .4 | 137 CMS CMS , PG(Pay-mentGateway)53) , . PG CMS . . CMS .CMS CMS CMS CMS CMS CMS CMS CMS () () CMS CMS 3 53) 10. CMS - ( ), , ARS - - - - ( ) - CMS 1. , ( ) . , .| | 2. () , . 15 .138 20 120 11. 25,000 200,00025,000 200,000 + 1,500 40,0001,500 40,000 + 75 ? 4 | 139| (VAT) | 1 20,000 HOST PC ( ) () 0~1,500 1,501~4,000 15,001~40,000 40,001~125,000 125,001 (3) 8 8 6 5 2() 9 9 7 5.5 2.1 (impact) . (CSR, CcrporateSocial Responsibility) . . 12. , CJ (food bank), . .| 54) | Give & Take : [ ] . () . . : [ ] . . ? .140 top-down . , , 54) , , 2013 13. . . , , , (impact), , . . . (category) (motive) . (www..net) . . .4 | 141| 55) | philanthropic exchange , , marketing exchange operational exchange 55) Shirley Sagawa & Eli Segal, , , , 2010 14. 76 2 ? (CSR) , , . Needs . 2 . 2 . , 2 . 56) , . . 57) , , , 2,200 . 6,300 30% . , ,, , , , 320 .56) Adrian Sargeant & Elaine Jay, , (Building Donor Loyalty), , 200457) Jason Saul, , CSR 3.0, 2011142 15. 77 ? 2012 . .( : )No. 2012 No. 20121 () 235,349,000,000 29 () 13,609,000,0002 () 132,927,000,000 30 () 13,586,000,0003 () 110,524,292,000 31 () 13,423,000,0004 () 98,995,000,000 32 ()LG 13,204,000,0005 ()SK 81,356,644,000 33 () 12,145,000,0006 () 73,963,000,000 34 12,100,089,0007 () 70,301,000,000 35 () 11,781,000,0008 () 42,442,000,000 36 ()SBS 11,373,833,0009 CJ() 34,732,703,000 37 () 10,125,234,00010 34,550,000,000 38 () 9,926,706,00011 () 34,092,000,000 39 () 9,748,768,00012 () 32,639,653,000 40 () 9,257,000,00013 () 29,879,463,000 41 () 8,929,000,00014 () 28,835,000,000 42 () 8,820,589,00015 () 26,511,000,000 43 () 8,097,211,00016 () 25,399,513,000 44 () 8,064,000,00017 () 25,255,322,000 45 () 8,060,000,00018 ()LG 24,326,000,000 46 () 7,750,000,00019 () 23,249,000,000 47 () 7,593,304,00020 () 22,565,255,000 48 () 7,443,000,00021 () 22,092,000,000 49 () 7,365,014,00022 () 21,726,000,000 50 SK() 7,311,740,00023 () 20,376,539,000 51 SK() 6,897,599,00024 () 19,961,038,000 52 () 6,884,807,00025 () 17,197,723,000 53 () 6,880,000,00026 () 15,350,000,000 54 () 6,626,709,00027 () 15,319,000,000 55 () 6,542,581,00028 S-OIL() 14,259,000,000 56 () 6,205,969,0004 | 143 16. No. 2012 No. 201257 () 5,830,191,000 94 () 2,819,935,00058 () 5,665,192,000 95 () 2,802,000,00059 () 5,658,000,000 96 () 2,795,570,00060 () 5,654,000,000 97 () 2,761,364,00061 ()LG 5,564,000,000 98 () 2,619,314,00062 () 5,533,656,000 99 () 2,614,000,00063 () 5,328,000,000 100 () 2,572,700,00064 SDI() 5,284,610,000 101 () 2,484,566,00065 () 5,180,541,000 102 () 2,478,000,00066 () 5,175,933,000 103 ()STX 2,429,000,00067 ()E1 5,118,238,000 104 () 2,395,000,00068 () 4,945,326,000 105 () 2,381,000,00069 GS() 4,703,000,000 106 () 2,370,636,00070 () 4,556,929,000 107 () 2,344,135,00071 () 4,182,583,000 108 () 2,334,334,00072 () 4,069,965,000 109 () 2,092,566,00073 () 4,044,533,000 110 () 2,054,598,00074 () 3,945,000,000 111 () 2,045,771,00075 () 3,795,514,000 112 () 2,043,000,00076 () 3,789,183,000 113 () 2,012,000,00077 () 3,781,967,000 114 () 2,011,000,00078 () 3,761,977,000 115 () 2,008,142,00079 () 3,726,220,000 116 () 1,896,000,00080 () 3,654,831,000 117 () 1,804,970,00081 ()GS 3,650,999,000 118 1,804,304,00082 () 3,315,000,000 119 () 1,769,893,00083 () 3,294,621,000 120 () 1,746,000,00084 () 3,274,000,000 121 () 1,676,630,00085 () 3,121,256,000 122 () 1,672,392,00086 () 3,117,351,000 123 () 1,672,102,00087 () 3,056,914,000 124 () 1,656,312,00088 () 3,014,587,000 125 () 1,656,000,00089 () 2,982,000,000 126 () 1,650,961,00090 () 2,977,445,000 127 () 1,626,658,00091 SK() 2,964,688,000 128 () 1,614,169,00092 () 2,913,016,000 129 () 1,574,201,00093 () 2,883,000,000 130 () 1,565,420,000144 17. No. 2012 No. 2012131 () 1,525,043,000 161 () 876,590,000132 () 1,465,114,000 162 () 870,244,000133 () 1,461,292,000 163 () 863,601,000134 () 1,423,531,000 164 () 844,750,000135 () 1,413,665,000 165 () 841,250,000136 () 1,355,974,000 166 () 828,402,000137 () 1,311,810,000 167 () 802,680,000138 () 1,274,737,000 168 () 796,000,000139 () 1,254,000,000 169 () 794,308,000140 () 1,218,000,000 170 () 787,287,000141 () 1,198,856,000 171 () 763,279,000142 () 1,142,540,000 172 () 750,302,000143 () 1,113,221,000 173 () 747,000,000144 () 1,111,070,000 174 () 733,516,000145 () 1,100,249,000 175 () 724,892,000146 () 1,054,687,000. 176 JW() 724,193,000147 () 1,029,442,000 177 () 720,355,000148 () 1,027,335,000 178 () 718,140,000149 () 1,023,000,000 179 STX() 702,486,000150 () 1,018,745,000 180 () 683,389,000151 () 1,018,235,000 181 () 677,140,000152 EP() 1,006,915,000 182 () 671,537,000153 () 1,005,557,000 183 () 670,380,000154 () 998,824,000 184 () 670,000,000155 () 993,852,000 185 () 669,018,000156 () 966,386,000 186 () 666,623,000157 () 936,000,000 187 CSN() 660,500,000158 () 923,000,000 188 () 646,427,000159 () 893,540,000 189 ()LG 632,000,000160 () 883,590,000 190 () 628,767,0004 | 145 18. 78 ? . ( ) . . . , . ( ) () () . , .| |146 1 / 2 , , 3 19. . , . (Prospect) , . , . (Prospect research is a key activity ofsuccessful fundraising programs ). ? . , , . . , , 4 | 147 79 ? 58)58) Eugene R, Tempel, Achieving Excellence in Fundraising, JOSSEY-BASS, 2010 20. , , , , , , , , SNS(SocialNetworking Service)59) , . . . , , . () ( ) . (Door Opener) . , . 200 . .80 ? (Profiling) . (linkage), (ability), (interest) . (biography) .59) 148 21. (linkage) , (background) , , , , , , , (givng history) , ( ) (wealth indicators) ( ) (gift capacity) (contact information) (, ) . .4 | 149| || | 1 - , , , , , RSS 2 - 3 , ,CEO , 3 - , , , . , .PDF . 22. . , , . . 81 ? . . . , . (Door opener) 150 23. (Philanthropic decision maker) . , . , , , , , 2 . , (proposal) . (bottom-up), (top-down), . , , , ., (key issue) . . 10 11~12 10 11~12 . NPO . 1 7 . . () 700 . . . . 700 .4 | 151 NPO 60)60) , , 21, 2010 24. 82 ?(Proposal) . Suggestion Proposal . . . .152 Mission, Vision, HistoryStatement of community problem Goals of the giving programImpact of the giving program Endorsements & SupportDonor Benefit1 2 3 4 ? ? ? ?( )| || | 25. 1 ( ) . .4 | 153| | 1Page, 1Message 1 1 We 2013.4.15 26. 61) . . . .61) , , , 2006154 2013.5.8 4 27. . ? 834 | 155 () . . . , , . ( ) ( ) . . . . . . 28. () [ 633] < 2012.2.28>156 29. 4 | 157 () [ 452] < 2012.2.28> 30. 84 ? , . . ? . . : : : : : : : : 5 : , .| | 100 2 (2%) 1000 2 (0.2%)158 , 5. 6 30 .| | , . . . . 31. 4 | 159 ()[ 297(1)] < 2008.4.29> 32. ()[ 297(2)] < 2008.4.29>160 33. 4 | 161 ()* [ 752] < 2012.2.28> 34. ? 85 , , () . . , , . ( , ) . .162 , ( = 8) 5 . 35. 86 ?ex) 2 2 . . , (market price), (bookprice). () , , () . . . .4 | 163 ex) , , 331 ( ) . , . 36. A , A 1 . A 1 , A . .(, market price) (book price)(book value) . , , ? 87 . . : () : (, )164 37. ? () . . . . .4 | 165 100% , 62) : 62) 1. :2. ( ) : % , .2014 ( ) 38. 88 ? 2 . . . 2014 . 2014 , . (2013) (2014) 166 30% 3 30% 15% 3 30% 10% 100% 100% 15% 50% | | (income deduction) : (tax credit) : ( ) (expense) : (tax deduction) : (itemized deduction) : 39. 2014 3 ( 30%) 15% 3 30% . 10%() . ( 100%) 15% , 50% () . 10%, 30% . , . , ? . . , , . 14 | 16789 40. () , () . . ? . . 2014 ? . , , . , . 90 , , . , 168 41. . . . ( ) () . . () . () . ? 91 . (www.yesone.go.kr) 1 7 . (www.yesone.go.kr) 4 | 169 42. NGO . (Cause) . NGO , .170 , NGO , , 2011NGO 43. 5 | () 171 5 () . , . 44. 172 5 () ? 175 ? 175 ? 176 178 ?0920930940950961 7 31 7 31 7 31 7 61 8 2 45. 1 2 3 4 5 , . . . , . .94 ?5 | () 173 92 ? ?93 . 1 2 3 4 | | 46. . , , () . , , . ( , ) .| | . () . , (, , ) .| | , , . . (, ) . ,, ( ) . .174 47. 5 | () 175| | 48. 95 | | ( ) | | 176 2,000 [ ]20137 / , / ( , ), , ( , , ), , 49. | | ( ). , 5 | () 177(, ). , . , . , .| | : , : , , , : , , , , 50. | : | ( )178 3(3) 50% . , 2,000 () ( ) 2013 7 18 ~ 7 31( ) 1 2014 1 ~ 12(1 ) www.chest.or.kr(-) 16 (www.chest.or.kr- , http://proposal.chest.or.kr) , , , 2013 11 ( ). < >() 1, , ( ) 2 ( ) ( /) , , ( ) 1 , (ex. ,, ) , 1 (ex. , , ) 51. ()5 | () 179| : | (, , ) www.chest.or.kr(-) (www.chest.or.kr- http://proposal.chest.or.kr) - 16 ( : ) , , , () / ( /) - ( ) 3- e-mail - , ,( ) 3 , (ex. ,, ) , 3 (ex. , , ) 52. 180 , , : 500 : 2,000 16 - : 17 - : ( ) ( ) e | : | 53. | : | 5 | () 181 : 1 () : 10 () 1 www.chest.or.kr(-) (www.chest.or.kr- http://proposal.chest.or.kr) - 16 ( : ) ( ) ( ) - ( ) 3- e-mail - ( ) , ,( ) 3 , (ex. ,, ) , 3 (ex. , , ) 54. 96 ? . . . http://www.yuhs.or.kr/fund/divide/rule/ . . . , .( , .) . . . ., . (, , , , , ) , 182 55. http://www.eumc.ac.kr/fund/intro/intro04.asp , , . , .5 | () 183 . , . , . , . , . , . . , .- - - - 56. (philanthropic exchange) , . (marketing exchange) . (opera-tionalexchange) .184 Shirley Sagawa & Eku Segal, , , ,, 2010 value exchange 57. 6 | 185 6 . 58. 186 6 ? 189 ? 191 ? 193 ? 1940970980991001 8 71891 9 11 9 2 59. 1 2 3 4 5 , 30 . . .6 | 187 97 ? 19 4, 5 , 30 8 . , 7 , , . 60. 188 61. 98 ? 60 . , , . , 1 . 143 30 7 3 ( ) . 60 9 ., 1 1 , . 2 .6 | 189 20( ) 62. 190 63. 99 ? . (AnnualReport) . (www.nanumkorea.go.kr) . .6 | 1911 2 736 5 , (PG) 4 | | 64. 100 ?(Annual Report) , . 1 , 1 . , . . .| | , 192 , , , : () () , , 65. 66. 194 | | 1 9 5204 67. | 195 [ 2013.3.23] [ 11690, 2013.3.23, ]1() () , .2() .1. , , () . , .. , , , (), , , , . , , , () . , , , , 3 . (), , 2. , , () .3. 4 .4. .3( ) . < 2010.6.8>1. 2. 68. 3. 4. 5. 6. 7. 8. 9. 10. 4( ) 1 ( ) . . < 2008.2.29, 2013.3.23>1. , , ( , , , )2. , , , , , . 1 .3. , 4. 5. 1 . .1. 2. 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