| Annual giving plans represent the start of philanthropic activities for many university graduates and can be vital in the creation of a major gift giving pipeline. However, the expanding role of the internet in fundraising and communications presents both opportunities and challenges in the creation of new annual giving plans. This action research study explored annual and online giving strategies for Simon Fraser University's Faculty of Business Administration through practitioner interviews and by surveying faculty alumni. It recommends developing giving programs where donors have opportunities to acquire knowledge, increase their engagement with the institution, and that offer a high degree of accountability. I contend that the internet represents an increasingly viable fundraising method, already widely used by SFU Business alumni, and should be integrated into future solicitation strategies. The role of online social networking is also explored and presented as a viable a donor and alumni engagement tool. |
PDF Full Text Request