ERIC Number: EJ456091
Record Type: Journal
Publication Date: 1991
Reference Count: N/A
The Role of Public Relations in a Successful Fund-Raising Campaign.
Adams, Michael F.; Bumgardner, Larry G.
Journal of Marketing for Higher Education, v3 n2 p169-75 1991
Pepperdine University's (California) 1980s fund-raising campaign was designed to raise overall institutional visibility, establish an image of quality education, improve institutional image in the business community, increase fund-raising momentum, and raise significant money for immediate capital needs. Theme, staffing, and advertising were key elements in the program's success. (MSE)
Publication Type: Journal Articles; Reports - Descriptive
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: N/A