Management Donations from alumni
Donations from alumni (past students) are an increasingly important source of income for universities.
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Part 1 (approx. 70% of the main body of your essay)
What does academic research suggest are the principal determinants of alumni giving? Do people give to their university
for the same reasons that they donate to other causes?
Part 2 (approx. 30% of the main body of your essay)
With reference to your answer in Part 1, analyse a real-life case of a British university’s campaign to attract donations
from alumni. What techniques does/did the university employ to increase revenue?