我国大学校友募捐网络研究——基于社交网络分析的视角

An Analysis of University Alumni Fundraising in China

近年来,我国高校日益重视募捐工作,其中校友募捐是大学捐赠的重要来源,也是募捐力量的有益补充。校友在帮助母校筹集资金过程中,相互之间也结成了特定的人际关系网络。校友募捐网络在关系属性、结构与拓展模式方面具有不同的特点。与世界一流大学的校友募捐实践相比,我国大学借助校友募捐的意识尚未形成,关键校友的募捐潜力没有挖掘,同时校友自身参与募捐网络的动力不足。因此,应进一步拓展校友募捐网络覆盖面,提高校友参与意愿,引导校友嵌入募捐网络,同时结合大学特点,构建校友募捐网络子群,培育若干关键校友以激发募捐网络活力,多措并举提高我国大学校友募捐水平,提升校友募捐绩效。

Alumni fundraising is not only an important source of university donation,but also a useful supplement to the fundraising strength.Alumni also form a specific interpersonal network with each other in the process of helping their alma mater to raise funds.Alumni fundraising network has different characteristics in terms of attribution,structure and expansion mode.Compared with the fundraising practice of world-class universities,the awareness of alumni fundraising in Chinese universities has not yet been formed,and the motivation for alumni to participate in the fundraising net-work is insufficient,especially the key alumni.Therefore,we should further expand the coverage of the alumni fundraising network,improve the willingness of alumni to participate,guide alumni to embed in the fundraising network,construct alumni fundraising subnetworks according to the characteristics of the university,cultivate a number of key alumni to stimulate the vitality of the fundraising network,take more measures to improve the fundraising level of university alumni and improve the fundraising performance.