Analysis of theories of philanthropy for university development

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Published:
Dec 17, 2019
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Vol. 5 No. 1-2 (2019)
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Laila Kundziňa
Latvia University of Life Sciences and Technologies
https://orcid.org/0000-0002-0121-8971
Baiba Rivža
Latvia University of Life Sciences and Technologies
https://orcid.org/0000-0002-8719-3102

DOI: https://doi.org/10.22630/AMME.2019.5.1-2.4
Keywords : philanthropy, university, fundraising, donations, strategy
Abstract
Donations play an important role in ensuring the university development and quality of work. Based on the existing analysis of theories for fundraising, the researcher advances and evaluates three hypotheses: Successful fundraising strategies must be based on the study of the external and internal environment and the interaction quality thereof; The portfolio of universities’ needs must be structured, and complemented by university success stories and descriptions of the use of existing support; Existing donors must feel permanent but unobtrusive communication of appreciation from university leadership and management. All three hypotheses are confirmed.

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Kundziňa, L., & Rivža, B. (2019). Analysis of theories of philanthropy for university development. Annals of Marketing Management & Economics, 5(1-2), 47–54. https://doi.org/10.22630/AMME.2019.5.1-2.4
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