Essay, Management
Donations from alumni (past students) are an increasingly important source of income for universities.
Project description
Part 1 (approx. 70% of the main body of your essay)
What does academic research suggest are the principal determinants of alumni giving? Do people give to their university for the same reasons that they donate to other
causes?
Part 2 (approx. 30% of the main body of your essay)
With reference to your answer in Part 1, analyse a real-life case of a British university’s campaign to attract donations from alumni. What techniques does/did the
university employ to increase revenue?
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