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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


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.


Alumni donation; University foundation; Fundraising managementt

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