ERIC Number: EJ264551
Record Type: Journal
Publication Date: 1982
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Pass the Alka-Seltzer. How Market Research Eases the Pain of "Gut-Feeling" Solicitation.
Kelly, Kathleen S.
CASE Currents, v8 n5 p32-34 May-Jun 1982
Without research, colleges are trying to communicate with and influence the behavior of an unknown audience. With research, one can predict which prospects have the highest probability of giving before soliciting them. Fund-raisers should never stop asking questions about their publics or being creative with ideas. (MSE)
Descriptors: Economic Research, Fund Raising, Higher Education, Marketing, Prediction, Predictor Variables, Public Relations
Publication Type: Journal Articles; Opinion Papers
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Language: English
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