Date Approved

6-30-2001

Embargo Period

6-2-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

College of Communication & Creative Arts

First Advisor

Fulginiti, Anthony J.

Subject(s)

Rowan University--Alumni and alumnae; Rowan University--Benefactors; Rowan University--Public relations

Disciplines

Public Relations and Advertising

Abstract

Public colleges and universities need more income than government can provide. States now typically provide less than half the funding for public universities, like Rowan University. Alumni fund raising and other gifts bridge this gap. This study describes variables that affect donor motivation in other schools, and measures those variables among Rowan University subjects. The author applied a 16-question protocol to a purposive sample of 31. The sample was comprised of key fund raising personnel and target study subjects from students to college presidents in seven groups. Extensive individual commentary supplements the sample's small size. The major findings clearly support the university's promotion of its 10-year building plan, as well as its successful academic and sports programs. Fund raising and other respondents prefer directed giving and specification of gift use.

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