年度捐赠对美国一流大学发展的价值

The Value of Annual Giving for the Development of American First-class Universities

美国一流大学年度捐赠源于19世纪末20世纪初,民主化思潮和大众慈善理念的兴起促使耶鲁大学和哈佛大学在筹资上进行革新,将来自校友的小额捐赠开发成大学的永久性财源,由此开创了大学筹资新局面。年度捐赠的实施不仅为大学履行使命提供直接支持,更奠定了大学筹资可持续发展的基础,在培育大额捐赠人、捐赠文化及大学品牌建设等方面发挥出重要的隐性价值,促进了美国一流大学的建设和发展。美国一流大学年度捐赠形成了以核心价值引领、志愿者主体的大众参与、班级-聚会增长的年度捐赠结构,以及职能部门与志愿者组织联动的组织保障为核心的成熟运作模式,其基础性、系统性、专业性和创新性等特征,能为我国大学强化和优化年度捐赠工作提供借鉴。

The annual giving of first-class universities in the United States originated in the late 19 th and early 20 th century. The rise of democratization and mass philanthropy prompted Yale and Harvard to innovate in fundraising and develop small gifts from alumni into a permanent source of funding. It opened up a new situation of university fundraising. The implementation of annual giving not only provides direct support for the university to fulfill its mission, but also lays the foundation for the sustainable development of fundraising. It plays an important hidden value in cultivating large donors, donation culture and university brand building, and promotes the development of first-class universities in the United States. The annual giving of first-class universities has formed a mature operation mode with core leading value, mass participation of volunteers, structure of class-reunion growth, and sound organizational units. Its basic, systematic, professional and innovative characteristics can provide reference for Chinese universities.