Unrequited Love: A study on the early UK university non-alumni donor experience

Three months ago, I started a ‘mystery shopping’ exercise in order to investigate the standard of donor care across fifteen higher education institutions (HEIs) in the UK. I did this not to expose individual institutions to criticism, but to make observations about the experience that we are offering non-alumni donors as an industry. Having read Ken Burnett’s Relationship Fundraising with great interest, I was curious to see if HEIs adhered to the principles outlined in this seminal publication, particularly within the context of a fundraising landscape undergoing major changes in response to highly critical stories in the media that followed the death of Olive Cooke in May 2015. I was hoping (with a bit of luck) to find some outstanding examples to showcase.

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