چكيده لاتين
The third broad sector of the economy in the world helps to solve the failure of the market and even the government in providing public services. Among the most important of these sectors, which is the concern of donors all over the world, is the health sector. There are many health charities in Iran and the city of Isfahan, which try to maintain and increase their benefactors in the department of equipping resources in various ways, including the use of thank you gifts. Due to the existence of different motivations in donors, there is a possibility of the phenomenon of motivation depletion or concentration in them. Despite the importance of this issue, as far as the author is aware, no field research has been conducted in Iran yet. The present research was carried out using a qualitative method with the aim of investigating the qualitative pattern of the impact of various types of thank you gifts in health charities in Isfahan city. For this purpose, by using a philosophical-Qur'anic model, first, 4 motives of expanded utilitarianism, altruism, otherworldly and divine motives were identified, and then an attempt was made to identify how to manage these motives in charities through semi-structured meetings in charities. to be X number of interviews were conducted with officials and experts of charity Y in Isfahan and continued until theoretical saturation was reached. At the same time, data from other cities and internet documents were also used to enrich the data (due to the not so favorable cooperation of Isfahan charities). The findings of the research show a wide range of thanksgiving gifts, such as giving a certificate of appreciation, sending a message (in the form of SMS, phone, etc.), holding a variety of thanksgiving ceremonies (breakfast, meeting with influential people, etc.), naming places or items donated by benefactors, printing book of benefactor activities. The purpose of these appreciation gifts is usually to attract new donors, maintain and strengthen current donors' motivation, increase donors' contributions, and improve donors' motivation (although less than other cases). The interesting thing is that no charity had any knowledge of the consequences of these gifts or was not willing to disclose them. In fact, charities decide to use a specific type of thank you gift or change it based on intuition and individual experiences rather than field studies. One of the things observed in the interviews is that charities usually focus on a specific group of the target society of donors. For example, benchmark charity is focused on altruistic motives and therefore does not maneuver on religious motives. Hazrat Aba Fazl's charity, as its name suggests, focuses on otherworldly and divine motives. The interesting thing is that charities focus more on motivation drain, how emphasizing a higher-level motivation can lead to the loss of donors, but they don't pay much attention to the promotion of motivations. For example, if a company is looking to promote its brand using charity activities, they will cooperate with him. The most important type of motivation that is highly vulnerable to depletion is the divine motivation, which the benefactors themselves are concerned about (motivation of sincerity) and charities also cooperate with them. with the aim of preserving them. The goal of preserving donors at any cost was one of the most important limitations of this research, which caused little cooperation of charities due to the fear of revealing the secrets and names of donors.
Finally, two conceptual models were depicted. The first model deals with the current situation of thank you gifts in charities and the second model with the proposed situation. The most important proposal in the second model is to add a study-consultation-policy center in the matter of good, which with the help of theoretical and experimental studies in the world and Iran, can m
