研究者於2021年疫情嚴峻期間於本研究個案非營利組織擔任非正職工作人員，該組織以傳播基督教信仰為核心目的，積極執行整合性、時代性的傳教工作，並透過經營社群媒體與影音平台作為媒介，提供多媒體福音內容的服務。
個案組織所面臨的挑戰除了非營利組織普遍的困境，如活動經費不足、組織知名度不足與使命不明等之外，因著疫情間各教會紛紛建立線上的傳教平台，需要重新思考組織的使命與定位；除此之外，疫情的影響導致組織與志工、信徒間深度交流、彼此凝聚的機會減少，使得本個案更需要強化與利害關係人的互動關係，並因應資訊碎片化的後疫情時代需求，將其使命目的、傳教內容等，進行多渠道的整合行銷傳播工作。
本研究採質性研究的個案研究法，藉由次級資料分析及深度訪談，探討M組織媒體先行團隊目前的服務對象、業務運作和組織、財力與物力資源、參與者、服務等五大發展現況，並且發現個案組織面臨專業人才缺乏、受群眾監督、活動經費不足、需募款或開發基金來源、志工吸引與培訓困難等困境。
最後，本研究以整合行銷傳播的觀點，為其擬定有效的行銷策略: (一)強化組織目標(二)使命具體化、以實際工作成效募款(三)聚焦受眾，以差異化定位作為傳播策略以解決其所面臨的困難。

During the severe pandemic in 2021, the researcher worked as non-full-time staff member in the non-profit organization. The organization's core purpose is to preach the gospel, actively carrying out integrated and contemporary missionary work, and providing multimedia gospel content services through managing social media and video platforms.
The challenges faced by the case organization, in addition to the common difficulties encountered by non-profit organizations such as insufficient funding, lack of organizational visibility, and unclear mission, have been further complicated by the establishment of online evangelism platforms by various churches during the pandemic. This has necessitated a rethinking of the organization's original mission and positioning. Furthermore, the impact of the pandemic has reduced opportunities for communication and cohesion between the organization, volunteers, and believers, making it necessary to strengthen interaction with stakeholders and adapt to the fragmented information landscape of the post-pandemic era. This requires integrating the organization's mission, evangelism content, and other aspects through multi-channel marketing and communication efforts.
This study adopts a qualitative research approach, using case study method, to explore the current development status of M organization's media advance team in terms of their service targets, operations, resources, participants, and services through secondary data analysis and in-depth interviews. The study found that the case organization is facing challenges such as lack of professional manpower, insufficient funds, and difficulties in attracting and training volunteers.
Finally, this study proposes effective marketing strategies for the organization from the perspective of Integrated Marketing Communication: (1) Strengthening organizational goals, (2) Specifying the mission, using actual work results for fundraising, and (3) Focusing on the audience, using differentiation positioning as a communication strategy to address the difficulties they are facing.

論文審定書 i
誌謝 ii
中文摘要iii
英文摘要 iv
第壹章、緒論1
第一節 研究背景與動機1
第二節 研究目的3
第三節 研究流程4
第貳章、文獻探討 6
第一節 非營利組織6
第二節 非營利組織的經營管理8
第三節 非營利組織之挑戰10
第四節 非營利組織行銷12
第五節 整合行銷傳播 14
第參章、研究方法 20
第一節 個案研究法 20
第二節 個案介紹 21
第三節 訪談對象24
第四節 訪談大綱 24
第肆章、研究發現27
第一節 M組織發展現況分析27
第二節M組織面臨之挑戰38
第三節 M組織媒體先行團隊之整合行銷傳播策略39
第伍章、研究結論與建議42
第一節 研究結論42
第二節 研究貢獻45
第三節 研究限制與未來研究建議46
參考文獻47

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網路資源
宣牧中心.(2020).宣牧中心官方網站http://cgm.tjc.org.tw/understand/
真耶穌教會.(2022).真耶穌教會總會官方網站https://www.tjc.org.tw/
喜信網路家庭.(2023).喜信網路家庭官方網站https://joy.org.tw/index.php