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长尾理论虽属于经济学范畴,由于考虑了效率和信息技术等优势,完全可以用于指导公益机构捐赠人关系维护。长尾部分捐赠行为具有单项捐赠额度小、捐赠项目量多、维护成本高等特点。捐赠人关系维护必须兼顾长尾和头部,关注体系内部组成之间的相互关联,并运用现有的信息技术,实现小额捐赠和大额捐赠、老捐赠人和新捐赠人之间的引导和转化。应用长尾理论维护捐助人关系,维护足够多的资源捐赠公益项目,并发展公益事业,符合社会的共同利益和需求。
Although long tail theory belongs to the category of economics, considering the advantages of efficiency and information technology, it can be used to guide the maintenance of donor relationships in public welfare institutions. Long tail part of the donation has a single donation amount, the amount of donated items, high maintenance costs. Donor relationship maintenance must take into account the long tail and head, pay attention to the inter-relationship between the internal components of the system, and use existing information technology to achieve small and large donations, donations between old donors and new donors And conversion. Applying the long-tail theory to maintain the relationship between donors and safeguarding enough resources to donate public welfare projects and to develop public welfare undertakings is in line with the common interests and needs of the society.