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Managing adversity in a fundraising campaign

Author

Listed:
  • Gardner, Brian

Abstract

Successful higher education fundraising campaigns begin with effective planning, but they are eventually realised by effective response to adversity. Whether circumstances include a public scandal that damages institutional reputation or a decrease in morale due to stalled campaign momentum, every fundraising effort will experience its own unforeseen headwind. The advancement organisation’s capacity to respond, or its resilience, plays a key role in the eventual success of its campaign. This paper references both high-profile scandals and first-hand cases of campaign plan deviation that negatively impacted fundraising success. This paper cites core management studies and principles to illustrate appropriate organisational effectiveness to better prepare campaign planners and practitioners in the aftermath of such circumstances.

Suggested Citation

  • Gardner, Brian, 2016. "Managing adversity in a fundraising campaign," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 1(1), pages 35-42, May.
    • Handle: RePEc:aza:jeam00:y:2016:v:1:i:1:p:35-42
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    More about this item

    Keywords

    fundraising; campaign; adversity; resilience; higher education;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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