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Fund-raising Management of Chinese University Foundations from the Perspective of Alumni Donation Willingness: A Case of Universities in Hennan Provice

Qiuyang Bai, Manoch Prompanyo

Abstract


This article reviews the research achievements of a large number of scholars at home and abroad, and combines the social identity theory, social exchange theory, social capital theory, stakeholder theory, and principa-l agent theory to build a model of individual donation willingness in Chinese universities. Design questionnaires, collect data and analyze, verify hypotheses, and get the regression relationship between donation willingness and different motivations through response analysis. In addition, this paper uses alumni status as an intermediary variable to study the interaction between donation motivation, alumni status, and donation willingness.

Keywords


Alumni donation; University foundation; Fundraising managementt

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References


[1] Lei Zhao, Biqian Zhang. Research on alumni fund-raising system. Shang 2015; (48): 288.

[2] Dike Zhang, Haikun Du. Analysis and enlightenment of organizational elements donated by European university alumni. Education Exploration 2016; (06): 144-147.

[3] Menlou Li, Miaomiao Ding, Dongmei Liu. Research on fund-raising mechanism of college foundation based on transaction theory. Journal of North China Electric Power University (Social Science Edition) 2018; (03): 113-119.

[4] Zhongxun Zhang. The features and reference of social fundraising practice system in American universities. Jiangsu Higher Education 2015; (06): 33-35.




DOI: http://dx.doi.org/10.18686/ahe.v4i3.2017

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