کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
10225077 1701150 2018 16 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Understanding the donor experience: Applying stewardship theory to higher education donors
ترجمه فارسی عنوان
درک تجارب ارائه دهندگان: اعمال نظریه مدیریت بر ارائه دهندگان آموزش عالی
کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی
This study sought to discover how stewardship strategies and involvement impact organization-public relationship (OPR) outcomes for higher education donors at three different levels of giving. The first study to compare annual donors, major gift donors with one endowment, and major gift donors with two or more endowments suggests that each donor type experiences stewardship and OPR differently. Specifically, as donors deepen their giving relationship with an institution, they experience stewardship and OPR outcomes more positively. Additionally, involvement only slightly contributes to this relationship between stewardship and OPR outcomes. Findings also reveal that stewardship may include only three strategies, including a new concept called respect. Implications for fundraising practice and theory are made.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Public Relations Review - Volume 44, Issue 4, November 2018, Pages 533-548
نویسندگان
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