Forming a Culture of Giving: A Case Study in Successful University Internal Fundraising

Abstract

This paper explores the creation of a culture of giving in university fundraising, examining the social relationship dimensions of philanthropy in higher education. It uses fundraising and public relations theory to explain the University of Arkansas at Little Rock's successful Campus Campaign that raised employee giving 36 percent in three years. As a case study in metropolitan university fundraising best practice, it discusses how universities can leverage their employees' giving with external donors, while at the same time providing those employees a sense of ownership in their institution.