Abstract
This article provides an introduction to the broadened concept of marketing and more specifically the application of the program life cycle to fundraising in higher education. The specific stages of the program life cycle are: introduction, take off, maturation, saturation and decline. The steps in fundraising include: identification of objectives, target markets, potential for contribution, organization, strategy development, and fundraising performance evaluation. The illustration of the program life cycle concept for fundraising in two institutions of higher education (one small private college and a medium size comprehensive state university) is provided.
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