Crafting a faculty and staff fundraising campaign: Predictors of giving, donor motivations and effective strategies

Piyawan Charoensap-Kelly

Journal of Education Advancement & Marketing, 2017, vol. 2, issue 1, 20-37

Abstract: This study seeks to explore demographic predictors of giving, donor motivations and effective strategies for a faculty and staff giving campaign. It presents the results of a pre-campaign employee survey conducted at a medium-sized public university in the southern United States. Results suggest that demographic predictors of giving may vary from one institution to another based on organisational culture or climate. Main reasons for donating include student education support and institutional loyalty and pride. Importantly, the study statistically demonstrates that employees with higher affective organisational commitment are more likely to donate. Finally, fundraising strategies that would be well-received include success stories, e-newsletters and websites. The results presented here may be helpful to other institutions interested in conducting a faculty and staff fundraising campaign, an increasingly required fundraising effort among public higher education institutions in the present time of limited public funding.

Keywords: faculty and staff fundraising; predictors of giving; donor motivations; effective strategies; university advancement (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2017:v:2:i:1:p:20-37

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