An Empirical Study On The Influencing Factors Of Social Donation Attraction In Chinese Universities

Since the reform and opening up,China's higher education has developed rapidly,gradually transitioning from the elite stage to the mass stage,and will enter the stage of popularization.The trend of popularization of higher education will inevitably lead to the expansion of the scale of colleges and universities,which means that colleges and universities need more and more financial support.A single financial allocation can no longer meet the needs of colleges and universities for rapid development.Therefore,raising funds for education through multiple channels has become an inevitable trend.With the improvement of social and economic development level,the increase of social wealth,and the enhancement of social charity awareness,social donation has become an important channel for colleges and universities to raise funds for education.According to statistics,as of the end of 2017,the national colleges and universities have accepted social donations to reach 77.3 billion yuan,which has contributed to the reduction of funding shortages in higher education to a certain extent.However,compared with western developed countries,the ability of colleges and universities to obtain social donations is far from sufficient.The proportion of social donation income to colleges and universities is far lower than that of foreign countries.Therefore,researching and discussing the status quo,problems and influencing factors of social donations in Chinese universities,and improving the attractiveness of social donations in colleges and universities,has become an urgent problem for the management of colleges and universities in China.This paper first analyzes the status quo of social donations in colleges and universities in China from three aspects,including the total amount of social donations,individual donations,and donation stability.It also summarizes the main problems of social donation in colleges and universities in China,namely,the total amount of social donations is small,the inter-school differences are large,the growth is slow,and the rate of re-delivery is low.Secondly,the multi-linear regression method is used to construct the influencing factors of social donation attraction in colleges and universities.The analysis of the most important six influencing factors,namely,the quality of college education,social reputation,wealth creation,fundraising projects,professional team building and information transparency.Finally,based on the above analysis,some suggestions for improving the attractiveness of social donations in colleges and universities are proposed,such as improving the quality of running schools,expanding social reputation,attaching importance to the development of alumni resources,strengthening the design of fundraising projects,improving the management level of donated funds,and improving the information disclosure system.