多伦多大学筹款运动的策略和启示

Strategies and Enlightenment of Fundraising Campaign in University of Toronto

世界一流大学目标的实现需要雄厚的资金支持,除了积极争取政府拨款外,开展多种形式的筹资活动至关重要。北美地区的大学在面临政府拨款逐年递减的情况下,坚持多元化筹资策略,不断提高筹款目标,充分利用社会资源发展高等教育,大学排名稳居世界前列。美国高校一直是我们研究的重点,加拿大高校却极少受到关注。作为加拿大排名第一的公立高校,多伦多大学拥有独特的优势和筹资策略,在历史上共发起过5次大规模筹款运动。通过研究呈现多伦多大学社会募捐的巨大成就,归纳其筹资过程中坚持伦理性、透明性、校友服务的丰富性和管理的规范性等具体策略,为我国公立大学在制定筹资规划、规范管理以及挖掘校友潜力等方面提供借鉴。

To build a world-class university, which needs to achieve the goal of strong financial sup- port, in addition to receiving government funding, it is essential to develop various forms of fundraising ac- tivities. With the decreasing of government funding annually, universities in the North America insist multi- ple ways for fundraising and promote the fundraising goals, and make fully use of social resource to develop higher education system, which help them rank the top in the world. The universities in the United States are those we are researching, but the universities in Canada get little attention. University of Toronto, which ranks first as a public university, possesses unique advantages and fundraising strategies and has launched five fundraising campaigns. This article describes five fundraising campaigns host by University of Toronto, analyzes its fundraising strategies, such as adhering to the ethics, transparency, alumni services and norma- tive management. It provides implications for the public universities＇ fundraising campaign in China to de- velop financial plans, standardize the management and explore the potential of alumni.