高校分类募捐策略分析：美国大学的经验与启示-清华大学教育研究

文章信息/Info

Title:: An Analysis of Categorical Fundraising Strategies in Higher Education: Experience and Enlightenment from American Universities

Author(s):: YANG Wei-dong¹; ² ZHU Jun³; 1.College of Humanities and Social Sciences, North China Electric Power University;2.Institute of Public Governance, Renmin University of China;3.Graduate School of Education, Beijing Foreign Studies University

摘要:: 募捐将成为高校拓展资金来源的重要渠道之一。如何进一步提高募捐的专业化、科学化水平，已经成为我国高校多元化筹资的当务之急。本文通过剖析美国大学在募捐过程中的分类策略，介绍了捐赠者细分在美国大学的应用。有效的捐赠者细分以及相应的团队与项目细分，能够合理配置筹款资源，提高项目的个性化程度，提升捐赠管理整体水平。在此过程中，提高捐赠者规模与加强分类针对性，完善信息管理系统，是分类募捐策略有效实施并取得良好效果的关键。美国大学在募捐过程中的分类募捐经验，有助于我国高校在构建中国特色多元化筹资体系过程中更好地提升募捐专业化水平。

Abstract:: Fundraising will become one of the important channels to expand the source of funds. Improving the professional and scientific level of fundraising has become an urgent task for universities in China. This article analyzes the classification strategies of American universities in the process of fundraising and introduces the application of donor segmentation in American universities. Effective segmentation of donors and the corresponding segmentation of teams and projects can reasonably allocate fundraising resources as well as improve the overall level of donation management. The key to effectively implementing this strategy is improving the scale and classification of donors and improving the information management system.