Master of Mass Communication (MMC)
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.
Document Availability at the Time of Submission
Release the entire work immediately for access worldwide.
Nealy, Elizabeth, "A case study of the National Advancement Plan at Louisiana State University as implemented by the LSU Foundation in the Memphis, Tennessee, area" (2004). LSU Master's Theses. 4244.