BUILDING ON RELATIONSHIPS: A FUNDRAISING APPROACH FOR COMMUNITY COLLEGES
Titel:
BUILDING ON RELATIONSHIPS: A FUNDRAISING APPROACH FOR COMMUNITY COLLEGES
Auteur:
Hall, Margarete Rooney
Verschenen in:
Community college journal of research and practice
Paginering:
Jaargang 26 (2002) nr. 1 pagina's 47-60
Jaar:
2002-01
Inhoud:
This article considers the importance of relationship building to community college resource development efforts. It draws on concepts and theories from the fields of public relations, fund raising, and higher education to demonstrate that strategic management of relationships is a foundation of a successful resource development effort. This article discusses the conceptual link between fund raising and relationship building. Characteristics of relationships, including trust, mutuality of control, satisfaction, and commitment are discussed, as are two types of relationships colleges have with their various publics: exchange and communal. Implications for practice and for future research in this area are provided. The article concludes that because community colleges have a tradition of building close working relationships with key organizations, institutions, and individuals in their communities, the colleges are well positioned for receiving increased levels of private support.
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