Abstract
While the majority of inquiry in advancement is devoted to fundraising, other areas have received limited attention from scholars since 1990. These include public relations, marketing, and alumni relations. The focus of this chapter will be to explore these disparate areas of study and describe the evolution in each during the previous two decades. The continuing challenges of this area of inquiry are then discussed.
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© 2014 Eve Proper and Timothy C. Caboni
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Proper, E., Caboni, T.C. (2014). Research on Institutional Advancement Outside of Fundraising. In: Institutional Advancement. Philanthropy and Education. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137374288_2
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DOI: https://doi.org/10.1057/9781137374288_2
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-349-47870-5
Online ISBN: 978-1-137-37428-8
eBook Packages: Palgrave Education CollectionEducation (R0)