Marketing Strategies for Fundraising in Universities

Fundraising in universities all over the world is regarded as a critical component of the total financing for the institutions. As many universities continue to face decreased government and public funding, fundraising has become a necessity in maintaining operations and quality educational delivery. This book determines and discusses the marketing strategies for fundraising activities of public universities through financial endowments, using public universities in Nigeria as case study. We find that marketing strategies such as market segmentation, targeting, differentiation, and positioning will help in attracting donors, increasing donor commitment, and engaging and influencing donors for fundraising activities in the studied universities. Samples from both teaching and non-teaching staff are significant in confirming this. These strategies, when properly applied, will increase their revenue generation, which will in turn enhance infrastructure and other educational facilities in public universities, especially in developing countries.