美国一流大学“顾客导向”大额捐赠管理模式

Research on Customer-oriented Major Gifts Management Model of Contemporary American World-class Universities

20世纪90年代以来,"顾客导向"营销理念被广泛应用到美国一流大学的大额捐赠管理实践中,形成了一套以捐赠者为中心的大额捐赠管理模式,注重对捐赠者的需求管理、关系培育和价值创造,在大学的筹款运动和大学发展过程中发挥着巨大作用。本文通过文献分析与对美国匹兹堡大学的案例研究,从理论、组织架构、运作模式和发展特点等方面对美国一流大学大额捐赠管理模式进行分析,以期为我国大学的捐赠管理提供一定的借鉴。

Since the 1990s,customer-oriented marketing concept has been widely applied to major gifts management of American world-class universities, it formed a donor-centered management mode which pays at- tention to the need of donors, relationship cultivation and value creation, and plays a huge role in the development of universities. This paper discusses the theory, organization structure, management mode and development trends of major gifts management of American world-class universities through literature analysis and the case study of the University of Pittsburgh, and provides some suggestions for China universities.