Cultivating a donor base: how colleges and universities use public relations techniques to influence undergraduate students to become donors

<p>This study examines effective public relations techniques used by higher education fund raising professionals in cultivating an alumni donor base. The researcher surveyed fund raising professionals in the nation's top private and public colleges and universities. The researcher also conducted a personal interview with a top fund-raiser in the field of higher education.</p> <p>Survey participants rated donor bases, identified when they begin to cultivate relationships for lifetime giving and the effectiveness of strategies to obtain alumni support. The researcher surveyed key fund-raisers from 124 of the nation's top colleges and universities. This study examined what strategies fund-raisers deemed effective in obtaining alumni support. The study also identified what fund-raisers' felt was the most important aspect of cultivating a relationship with their alumni donor base.</p>

Name thesis:degree_name

M.A. in Public Relations

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Public Relations & Advertising

Year dc:date.available

2006

Author dc:creator

• Sheridan, Heather Ann

Contributors dc:contributor

• Basso, Joseph

• Universities and colleges--Alumni and alumnae; Universities and colleges--Public relations
• Public Relations and Advertising

Repository record dc:identifier

https://rdw.rowan.edu/etd/933

OAI identifier oai:identifier

oai:rdw.rowan.edu:etd-1933