Exploring Advancement Department Staff Perspectives on Strategic Communication and Philanthropic Donor Giving at Public Universities

<p>This qualitative study investigated advancement staff perspectives on how donor communication impacts philanthropic giving at higher education institutions. The purpose of this study was to identify the communication practices that are most influential for philanthropic donor giving. While prior research has examined university marketing efforts, why alumni give back, and how affinity for a university compels donors to give, there is a research gap in how strategic communication impacts donor behavior at public universities. Eight university advancement staff members (N=8) from public universities across the Southeast United States were selected through purposive sampling and interviewed via semi-structured interviews. After interviews, thematic analysis generated four major themes: (1) the cautionary use of artificial intelligence, (2) the importance of timing and maintaining consistency, (3) creating a sense of belonging, and (4) the need for interpersonal communication over mass communication. This research affirms the relationship management theory as a way to explain strategic communication and offers practical suggestions and recommendations for strengthening donor giving and fundraising efforts in higher education.</p>

Name thesis:degree_name

Communication - Communication Studies Track

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Communication Department

Year

2025

Author dc:creator

• Hodges, Miranda

Contributors dc:contributor

• Dr. Tiffany Mcbride
• Dr. Benjamin Baker
• Dr. Mariko Izumi

• Donor Communication
• Donor Engagement
• Fundraising
• Messaging Strategy
• Donor Motivator
• Communication
• Organizational Communication
• Public Relations and Advertising

Language dc:language

English

Repository record dc:identifier

https://csuepress.columbusstate.edu/theses_dissertations/749

OAI identifier oai:identifier

oai:csuepress.columbusstate.edu:theses_dissertations-1735