试论高校基金会的品牌传播基因

On the Brand Communication Gene of University Foundation

高校基金会在吸纳高额捐赠方面有着突出表现,由此也形成了公众对高校基金会认知的偏差。文章就此着重论述了高校基金会所具有的公共关系和品牌传播基因,其既是提升高校社会声誉和公众形象的重要载体,也是高校基金会自身发展的重要职能,在筹款、提升竞争力、培育捐赠文化方面具有重要作用。文章结合实际,就如何开展高校基金会品牌传播工作提出了具体的策略建议。

University Foundations have outstanding performance in attracting high donations, which also forms the public's cognitive bias towards University Foundations. This paper focuses on the public relations and brand communication genes of University Foundations, which are not only an important carrier to enhance the social reputation and public image of universities, but also an important function of the development of University Foundations themselves. They play an important role in raising funds, enhancing competitiveness and fostering donation culture. Combining with the actual situation, this paper puts forward specific strategies and suggestions on how to carry out the brand communication work of University Foundation.