As part of their commitment in the 2022 School Resource Management Strategy to research good practice and share findings with the sector, the Department for Education (DfE) commissioned CooperGibson Research (CGR) and St. Mary's University, to conduct qualitative research exploring school and trust business practices. The research aimed to better…

Cause-Related Marketing (CRM), defined as profit motivated giving, is an effective strategy that can be used to demonstrate to students the "good side" of marketing. This paper outlines an experiential project that allowed students to gain a better understanding of marketing principles while also gaining an appreciation for corporate…

The Voluntary Support of Education (VSE) annual survey has collected data on fundraising outcomes in higher education institutions in the United States. It is regarded as the definitive source of information on philanthropic support of those institutions. Data from the survey are used to estimate total charitable support of all institutions of…

This is the second year that the Voluntary Support of Education (VSE) survey--the longest-running and most-comprehensive survey of charitable giving to U.S. higher education institutions--has been under the auspices of the Council for Advancement and Support of Education (CASE). The brief that follows outlines basic findings from the 2019 survey,…

In this study, we explore corporate branding as an implicit curriculum and its embedded presence in the school ecology. We discuss ways in which corporate brands infiltrate schools through false generosity in an effort to make sense of the realities of teaching and learning in the presence of embedded branding and advertising. The study concludes…

The Voluntary Support of Education (VSE) annual survey collects data on fundraising outcomes in higher education institutions in the United States. It is regarded as the definitive source of information on philanthropic support of those institutions. This research brief--the first in a series--is an example of the Council for Advancement and…

Facing challenges and changes in the twenty-first century, universities are giving increased emphasis to institutional advancement, encompassing constituent engagement, communications and marketing, and fundraising. This book highlights the implications of change and best practices and innovations in advancement. It addresses such questions as:…

A corporate sponsorship program, built on an appropriate knowledge base, can help bridge the funding gap that exists in interscholastic athletics between the cost of fielding teams and decreasing budget allocations. This article describes sponsorship in its most effective form as a business concept, the value that athletic departments provide to…

Community colleges have become increasingly reliant on diversifying their revenue sources, and turning to private fund raising has become a common strategy for many of them. Although fund raising has been a common practice in higher education since its inception, it has only emerged in the two-year college sector in the past several decades. The…

There is a lot of money to be made from marketing to children. Children make spending decisions about their own cash, they influence their parents' spending decisions--and they have their whole purchasing lives ahead of them. For these reasons, marketers have, over the years, done everything they can to create a "360-degree" marketing…

When Tim Clevenger became executive director of the University of Oregon Alumni Association in 2011, he was dismayed to learn that revenue, including paid memberships, was steadily declining. The association staff and board of directors considered multiple strategies to boost earnings, with stabilizing and growing dues revenue high on the list.…

From Louisiana to West Virginia to North Carolina--and many states in between--a growing number of historically Black colleges and universities (HBCUs) are coming off the sidelines and finally getting into the major fundraising game. In the face of a cash crunch, the colleges are rushing to launch serious capital and planned giving campaigns.…

Over the past 2,000 years, the concept of charity has moved from the personal care of the poor mandated by religious conviction to a multibillion dollar business. The culture of technological efficiency helped create this transformation. The authors explore the origins of charity and show how technology has drastically altered its form and…

Community colleges are enjoying a rare moment in the limelight right now. But part of what is being revealed by that light is just how much scrambling two-year institutions must do to keep up with increasing demands and decreasing budgets. With the recession sending many laid-off workers back to school for job retraining, and with President Barack…

This policy brief describes the growth of schoolhouse advertising and marketing activities in the last few decades, assesses the harms associated with commercial activities in schools, and provides advocates, policymakers, and educators with a policy framework and model legislative language designed to protect children and the integrity of…