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Marketing the American University: Professionalization of Development in Entrepreneurial Universities

  • Nadine Ann Skinner
  • Francisco O. Ramirez
Chapter
Part of the Public Sector Organizations book series (PSO)

Abstract

The history of American higher education requires understanding the significant impact of private philanthropy. Even given the long relationship, today’s higher education fundraising practices are professionalized to an extent never before seen. The university in America today is in constant communication with a variety of internal and external stakeholders through a range of media. As messaging has significant ramifications for a university, including financial consequences, communications and development have become an omnipresent and highly professionalized feature of the university. This chapter provides an analysis of website research which suggests that development offices are highly institutionalized and professional fundraisers serve as leaders in the modern American university.

Keywords

Communications Development offices Private philanthropy Professionalization Stakeholders 

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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.Graduate School of EducationStanford UniversityStanfordUSA

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