大学募款设计

2. 大学募款设计 Introduction to University Fundraising 王 可

3. 什么是募款?What is fundraising? 慈善: 为他人谋福利的愿望，尤其表现在为善事慷慨捐款。 Philanthropy: The desire to promote the welfare of others, expressed especially by the generous donation of money to good causes. 募款: 为事业或项目向目标群体募集资金而组织的集体性活动。 Fundraising: The organized activity of raising funds for a cause or project. 大学募款: 为支持高等教育而组织募集资金。 Fundraising for a university: organized raising of funds to support higher education.

4. 过去，公立大学VS.私立大学 Before, Private vs. public universities 为何募款? Why fundraising? • 公立大学：照往日传统，很大比例的运营经费预算和奖学金来自州政府拨款，其来源是税收。Public: Traditionally, each state provides a large proportion of public universities’ operating budget and scholarships, paid for by taxation. • 私立大学：预算经费完全靠从个人、组织处筹措款项。 • Private: Must derive budget entirely from private sources of funding, whether individual or organizational.

5. 为何募款? Why fundraising? 现在，公立大学类似私立大学Today, public universities are like private universities • 公立大学预算增加很快，而从州政府拿到的资金增加较慢或下降，越来越依赖民间来源的支持。公立大学必须发现长期解决方案。 • Public universities receive increasingly less money from the state government, and are increasingly more reliant on private sources of support. • 以一所地方公立大学为例： 10年前政府拨款占到活动经费预算的60%，而现在是15%。 • Example of one regional public university: Government support was 60% of operational budget 10 years ago, now it is 15%.

6. 为何募款? Why fundraising? 私立大学和如今的公立大学从哪儿拿钱活下去？ Where do private and now public universities obtain money to fund their budgets and stay in business?

7. 谁在募款? Who fundraises? 学校School 运营经费预(美元)Operating Budget 学校类型University Type 年度募款(美元)Annual Fundraising 捐赠基金(美元)Endowment 学生人数(人)Number of Students 21,000 35亿 6.39亿 320亿 哈佛Harvard 私立研究型 42,428 50亿 4,310万 29亿 公立研究型 华盛顿大学UW 韦尔斯利女子学院Wellesley 2,300 2亿 630万 15亿 文理学院 威斯康辛大学普莱维尔分校University of Wisconsin-Platteville 8,000 1.48亿 250万 2900万 地方公立

8. 谁要参加？Who is involved? 理事会(Board of Trustees)： 一个由选举产生的监督委员会，监督大学的管理，通常有大批校友代表。 校友会(Alumni Association)： 负责联系、组织和管理校友及校友关系。 发展办公室(Development Office)： 负责所有募款活动的组织、计划和管理。 校长办公室(Office of the President)： 指导校长活动。 文宣处(Communications)： 通过对外交流与营销，打造大学形象。

9. 谁要参加? Who is involved? 办公室 Office 做什么 What it does 不做什么What it does not do • -组织和管理校友俱乐部及校友网络Organize or manage alumni clubs and networks • -主持校友返校及非募款活动Host alumni reunions and non-fundraising events • - 向校友和其他捐赠人募款Ask alumni for money • 主持募款活动Host alumni fundraising events 发展办公室 Development Office • -组织美国国内和国际校友俱乐部Organize alumni clubs in the US and internationally • -主持校友返校及非募款目的的活动Host alumni reunions and events • - 向校友募款Ask alumni for money • - 管理校友捐赠Manage alumni donations 校友会 Alumni Association • 代表学校联系外部支持者Represent the university to external constituencies • 帮助校友和募款部门在文字、图像方面为学校做形象营销Help university’s other departments with language, marketing and imagery 文宣处 Communications/Marketing -发送募款通讯Send out fundraising communications -在发展办公室指导下参与募款活动Participate in fundraising activities under the guidance of the Development Office -与校友联系Communicate with alumni - 独立募款Fundraise independently 校长办公室Office of the President -在发展办公室的指导下参与募款活动Participate in fundraising activities under the guidance of the Development Office - 帮助辨认潜在捐助者并向其请求捐款Help to identify and solicit potential donors - 独立募款Fundraise independently 理事会 Board of Trustees

10. 募款活动的流程The Flow of Fundraising Activity 校友会Alumni Association 校长办公室President’s Office 文宣处Communications 发展办公室Development Office 理事会Board of Trustees

11. 受限Restricted 部分受限Partially restricted 募款满足什么需要?What are fundraising needs? 基础设施Capital 无限制Unrestricted 运营/ 发展Operational / Development 募款限制类型Type of restriction 捐赠基金Endowment 奖学金/经济资助Scholarship / Financial Aid

12. 如何募款?How to raise the money? 电话募捐Phone solicitation 个人募捐 (一对一，面对面)Personal solicitation 特别活动Special events 直邮募捐Direct mail solicitation 电子慈善事业E-philanthropy

13. 谁给学校捐钱?Who gives to universities? 慈善家 Private philanthropists 校友Alumni 企业Corporations 学生家长Parents of students/alumni 基金会Foundations

14. 捐赠荣誉与感恩Donor Recognition 捐赠金额的增加 Increasing donation amount

15. 经常联系 捐赠人Frequent contact 捐赠问责管理Donor Stewardship 捐赠报告Donor reports 感恩与表彰Recognition 问责Accountability荣耀Recognition

16. 结 语Conclusion • 美国几乎每所大学，无论规模大小，公立还是私立，都会进行大学募款。University fundraising is practiced by nearly every single university in America, large or small, public or private. • 募款是大学生存和发展的关键。Fundraising is critical to the universities’ survival and growth. • 大学已经逐步形成了精细的募款机制和系统。Universities have evolved sophisticated fundraising mechanisms and systems.

17. 结 语Conclusion • 大学募款在美国是一个崛起中的行业，并且还会继续成长，公立大学的政府资助入不敷出。Fundraising among universities in America is a growing industry and will continue to grow as long as public universities lose funding from the government. • 本介绍只展示了基本要素，实际项目操作与此相比更为复杂、精细。This presentation only outlines the basic elements, and the reality is even more detailed and sophisticated.

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