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


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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: donor motivations; effective strategies; faculty and staff fundraising; predictors of giving; university advancement

Document Type: Research Article

Publication date: May 1, 2017

More about this publication?
  • Journal of Education Advancement & Marketing is the major new professional journal publishing in-depth, peer-reviewed articles and case studies on advancement, development, alumni relations, fundraising, marketing and communications for educational institutions. Content will be written by and for professionals in the field with no advertising or sales pitches.

    Each quarterly 100-page issue – published both in print and online – will feature detailed, practical articles which showcase the latest thought leadership in how to identify, build and steward life-long relationships with alumni, businesses and other donors, along with actionable advice and ‘lessons learned’ on advancement, development, marketing and communications strategy for educational institutions. It will not publish advertising but rather detailed analysis of new thinking and practice at a wide range of universities, colleges and schools worldwide for readers to benchmark their organization against, with every article being peer-reviewed by an expert Editorial Board to ensure that it focuses on the advancement professional’s perspective, the challenges they face and how they can tackle them.

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