Identifier

etd-04152004-142117

Degree

Master of Mass Communication (MMC)

Department

Mass Communication

Document Type

Thesis

Abstract

Because university foundations are facing increased pressures as the result of declining funds and increased competition, they must learn to use more effectively a wide range of marketing activities and demographic segmentation. Prospect identification may be one such tool. The literature on non-profit philanthropy suggests that the demographic segmentation of alumni and prospect screening and subsequent identification may serve as appropriate criteria. This case study examines how giving levels, involvement levels and attitudes of donors may vary as a result of the implementation of the National Advancement Plan, a systematic peer screening model and communications tool developed for a university foundation. The results of this case study suggest that other university foundations may be able to use similar strategies to identify potential donors.

Date

2004

Document Availability at the Time of Submission

Release the entire work immediately for access worldwide.

Committee Chair

Gene Sands

Share

COinS