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Understanding Fundraising and the Employee’s Decision To Give Wendi Herum May 2003
Why I chose this topic Member of Northwestern College Advancement Office Disappointing results from annual staff/faculty campaign
Research question Is there a relationship between employee understanding of fundraising and their decision to donate to the organization?
Why this topic is important Nonprofit donations are important to our national economy 819,000 nonprofit organizations $ billion industry
Why this topic is important Nonprofit donations are important to educational Advancement departments $24.2 billion industry Raise more funds
Survey participants Northwestern College Bethel College & Seminary John Brown University
Survey response 1186 surveys distributed 493 surveys returned 42% response rate
Survey 30 question survey Sought to identify employee perceptions of Advancement’s role in fundraising Advancement’s methods in fundraising Advancement’s effectiveness in fundraising
I understand Advancement’s role in fundraising Percentage
I understand the methods Advancement uses to raise funds Percentage
I think Advancement is effective in raising funds Percentage
If I had additional resources I’d give more to this organization Percentage
If I had additional resources I’d give more to this organization Percentage
What does this mean? There is a slight relationship between employee understanding and donating Data does not prove understanding increases donating
How can this research benefit Advancement departments? Areas of opportunity Among non-donors 54% don’t understand role 51% don’t understand methods 31% don’t believe Advancement is effective
How can this benefit Advancement departments? Data suggests an opportunity to improve employee perception of Advancement area
Future research Research reasons why employees do not give Determine if Advancement’s time is well- spent educating employees about its function
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