Social Capital and Public Image of Non-profit Organizations
LI Zhengdong

Abstract
Social capital can be differentiated from these three areas, namely social system, social relations and social order, and form a new form of social capital. And the public image of non-profit organizations is a special composite form of social capital. This paper first discussed the social capital meaning of the public image of non-profit organizations, and argued that the public image of non-profit organizations actually contains various forms of social capital, and it is not only the comprehensive reflection of social capital, but also the comprehensive embodiment of the social capital of non-profit organizations. Next, this paper is focused on the core issues how social capital and the public image of non-profit organizations mutually construct each other, and analyzed the intrinsic relation between social capital and the public image of non-profit organizations. This paper argues that from the public image of non-profit organizations, we can abstract several kinds of image characteristics: authority, credibility, cooperation, participation, standardization, reputation, status. These characteristics, integrated together with "the third feature" (non-profit and non-governmental), public welfare, and voluntary feature, constitute a particular public image of non-profit organizations.

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