摘要：A part of the results of the dissertation research of Tijunaitiene (2009) – the developed conceptual model of activation of participation motivation directed towards agents (CSOs), in which the means of activating participation motivation are proposed, is presented in this article. Tijunaitiene (2009) proposed two models (“model“ is perceived, with reference to Denhardt (2001), not as an ideal form of organisation or the mode of organising, but as a real life representation), which are likely to be used by both managers of civil society organisations (hereafter – CSOs) and government officials, whose decisions must be accompanied by citizen participation. Specific means of activation of participation motivation are proposed in the models, however, the actual process of motivation should lead to their implementation, therefore the models are called not the models of motivation of participation in general, but the conceptual models of activation of motivation (especially as the studied citizens currently participate in various CSOs) to develop the existing motivation of participating citizens.As it was mentioned above, in this article one of the two models of activation of motivation, which were created after the measurement of the real motivation of participants, is presented. In order to measure the latter, the motives, which determine specific behaviour, were identified, the analysis of their expression was carried out (some aspects were presented in this journal in 2009, Vol. 1(61) (Tijunaitiene, Neverauskas, Balciunas, 2009a) and in 2009, Vol. 3(63) (Tijunaitiene, Neverauskas, Balciunas, 2009b), on the basis of which the conceptual models are introduced, as today namely the motives are the basis of motivating (Marcinkeviciute, 2003a, b, 2006). Having revealed the parameters of the expression of motivation (the complex of individualistic motives and collectivistic motives) and after their detailed analysis (the results are available in the dissertation of Tijunaitiene (2009)), the next stage is the proposal of possible (alternative) means of motivating, but the application of those (or any other) means depends on the managers of specific CSOs or government officials and different circumstances, therefore, the evaluation of results of the effect of particular means can be both the object of further academic research, and the concern of these institutions, which is not analysed in this article.Since motivating is not permanent, but constantly changing, it depends on the circumstances and the individual himself/herself, so it is difficult to offer (to answer) unambiguously, which means are the best for motivating. Different motives may act in different situations, moreover, one motive can be changed by another one, therefore it is necessary to monitor and analyse the reasons of participation of different individuals constantly. It can be stated that both developed models of motivating, hence, the model presented in this article as well, are suitable for a particular segment of citizens (currently participating in different CSOs).In this publication the conceptual model of activation of participation motivation directed towards agents (CSOs) is presented. It emerged on the ground of the analysis of collectivistic motives, measured in terms of attitudes, determining motivation to participate. The oneness of the model is that it can be used not for stimulation of motivation of participating citizens in general, but rather for selecting clusters of organisations specifically, in other words, if there is a need to activate those participating in certain segments of participants.The conceptual model of activation of participation motivation directed towards “final” customers (citizens), which emerged on the ground of the analysis of individualistic incentives, determining motivation to participate, was also developed. As the proposed conceptual model is founded on most valued incentives, as well as on mostly experienced investments for likely future benefit (benefits), it can be stated that this model is based on enabling self-expression, because pleasure and greater self-realisation motivate most. The prerequisite of its successful implementation is the use of complex means, i.e. using proposed means, reducing the influence of mostly experienced investments. However, as the volume of the article is limited, it will not be presented in this publication.Presented examples of activation of motivation in both models can be used as information, disseminated by traditional marketing means (during events, campaigns of TV commercials, during conferences, symposiums, etc.).
关键词：motivation of participation; civil society organizations; participation; activation of motivation.
