Abstract
Abstract: Although decades of scholarship have documented how institutions of higher education fundraise and conduct philanthropic programs and campaigns, no research has addressed how an institution's digital headquarters—the institutional website hosting the philanthropic campaign—communicates with the public and functions before, during, and after the campaign. In this study, we provide a nine-year longitudinal review (2014 to 2023) of The University of Texas at Austin's "40-for-40" annual philanthropic campaign. Over this time period, the institution updated their digital headquarters yearly to integrate social media, global communications, gamification, and mid-campaign challenges into their campaign. These updates may have helped increase the campaign's grand total from $128,516 from 2,104 gifts in 2014 to $6,451,168 from 11,069 gifts in 2023. Implications for theory, research, and practice are addressed.
Published Version
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