College Fund Raising Using Theoretical Perspectives to Understand Donor Motives
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College Fund Raising Using Theoretical Perspectives to Understand Donor Motives Received (in revised form): March 3, 2007
Timothy Mann until recently served as the Dean of Student Affairs at Babson College. He holds a B.A. in Public Administration from the University of Windsor in Ontario, Canada and an M.S. in College Student Personnel from Northeastern University in Boston, MA. He is currently a Ph.D. candidate in the Law, Policy and Society program at Northeastern University.
Abstract This paper provides senior leadership teams with a body of literature that will guide the development of fundraising strategy and provides an interdisciplinary context for understanding donor motives. Consideration of these theoretical foundations can help shape the fundraising philosophy of the institution. These perspectives also have practical implications on the interactions between the College and its alumni including how the College communicates with alumni or how donors are recognized for their generosity. International Journal of Educational Advancement (2007) 7, 35–45. doi:10.1057/palgrave.ijea.2150042
Keywords: fund raising, strategy, donor motives Author’s Contact Address: Timothy Mann Babson College Babson Park, MA 2457, USA Phone: + 1 781 239 4218 Fax: + 1 781 239 5535 E-mail: [email protected] or [email protected]
Introduction Fund-raising efforts at college and universities continue to be a top priority. It is clear that an institution’s ability to realize their innovative but costly strategic goals is directly dependant on their ability to generate donations from alumni, foundations, friends, parents, and other institutional partners. The reliance on fund-raising dollars is even more pronounced due to the rising public scrutiny of the cost of higher education (Farrell, 2003; Trompley, 2003; US Department of Education, 2006). The theoretical perspectives outlined in this paper provide a structural framework to guide fund-raising philosophy. By viewing advancement programs through a theoretical lens, fundraisers may benefit from examining existing practices through a series of questions: 1. Which theoretical perspectives most accurately reflect our donor’s motives for giving? 2. Do different theories apply to different alumni cohorts? 3. Does our alumni communication and external relations align with this theory(s)?
INTERNATIONAL JOURNAL OF EDUCATIONAL ADVANCEMENT. VOL.7 NO.1 35–45 © 2007 PALGRAVE MACMILLAN LTD. ISSN 1744–6503 $30.00 www.palgrave-journals.com/ijea
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Timothy Mann
4. What can we change to more effectively align our fund-raising strategy with what motivates or influences different donors on our campus?
Theoretical Context In philanthropic literature, altruism is often referenced as a primary motive for why individuals make donations to a particular cause or charity. In the campus setting, it is argued that an individual’s experience while attending college creates a special sense of obligation that results in a donation being made to their alma mater.1 The notion of altruism has developed into a lo
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