Date of Award

2025

Type

Thesis

Major

Communication - Communication Studies Track

Degree Type

Master of Arts in Communication

Department

Communication Department

First Advisor

Dr. Tiffany Mcbride

Second Advisor

Dr. Benjamin Baker

Third Advisor

Dr. Mariko Izumi

Abstract

This qualitative study investigated advancement staff perspectives on how donor communication impacts philanthropic giving at higher education institutions. The purpose of this study was to identify the communication practices that are most influential for philanthropic donor giving. While prior research has examined university marketing efforts, why alumni give back, and how affinity for a university compels donors to give, there is a research gap in how strategic communication impacts donor behavior at public universities. Eight university advancement staff members (N=8) from public universities across the Southeast United States were selected through purposive sampling and interviewed via semi-structured interviews. After interviews, thematic analysis generated four major themes: (1) the cautionary use of artificial intelligence, (2) the importance of timing and maintaining consistency, (3) creating a sense of belonging, and (4) the need for interpersonal communication over mass communication. This research affirms the relationship management theory as a way to explain strategic communication and offers practical suggestions and recommendations for strengthening donor giving and fundraising efforts in higher education.

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