M.A. in Public Relations
Public Relations & Advertising
Ric Edelman College of Communication & Creative Arts
Universities and colleges--Alumni and alumnae; Universities and colleges--Public relations
Public Relations and Advertising
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.
Sheridan, Heather Ann, "Cultivating a donor base: how colleges and universities use public relations techniques to influence undergraduate students to become donors" (2006). Theses and Dissertations. 933.