Date Approved

5-1-2006

Embargo Period

4-7-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

College of Communication & Creative Arts

First Advisor

Basso, Joseph

Subject(s)

Universities and colleges--Alumni and alumnae; Universities and colleges--Public relations

Disciplines

Public Relations and Advertising

Abstract

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.

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.

Share

COinS