Collaborating With Organizational Stakeholders and Donors in Higher Education

• In Event: Moscone Center West Roundtable Session 9
  In Roundtable Session: Philanthropy and Education SIG Roundtable Session

Abstract

This paper is intended to help the reader better understand how two researchers collaborated using a web-based data application, Dedoose. The project is based on research which explored donor stakeholder relationships with higher education institutions. The application of the Integrated Marketing Communication (IMC) concept, an applied marketing research approach, provided insight into the data. In this paper we investigate how higher education institutions attempt to influence donor-constructed meaning. In other words, we must also acknowledge that our understanding of an occurrence may be incorrect based on the knowledge we possess at the time of meaning making. We therefore set out to better understand how communications are used in higher education fund-raising.

Authors

• Jeff Hoyle, Central Michigan University

• N. Geoffrey Bartlett, University at Buffalo