Public Relations In American Universities’ Fundraising

This thesis presents research background, the significance and status of the fundraising PR in American’s universities at first, and then makes the limits to the concept and connotation of it. The third chapter emphasizes the various tactics of fundraising PR based on different PR objects, including alumni, foundations, corporations and the government. The forth chapter unscrambles the four steps of common process for achieving some details of how fundraising PR goes on: defining the PR problems, making plans and decisions, taking actions and transition, evaluating projects. Harvard University in the fifth chapter as a case study is presented to make a try that this research could be more lively and specific. Last but not least, suggestions are proposed based on the problems of fundraising PR in China’s universities: improving the social environment for fundraising, and university’s aiding system; building fundraising platform, making plans, attaching importance of fundraising art from the perspective of PR.Fundraising PR is developed at the university level and college one, whose objects are mainly alumni, foundations, and corporations. Different PR tactics are captured based on the different public. In order to fight for the support from the enormous foundations, fundraising PR should attempt to show the rationality of the object, as well as the fine fund management of the university. For the support from the government and constituency, fundraising PR is going to persuade the education department and legislation department.Fundraising public relations (PR) has been a science in America which is professional and efficient. There are three characteristics in fundraising PR: the authoritativeness of PR subject, the emphasis of PR object, and the formality of PR process. Generally, there are four steps: defining the PR problems, making plans and decisions, taking actions and transition, evaluating projects.