美国大学筹款过程中的公共关系

Public Relations in American Universities' Fundraising

美国大学筹款面临日益激烈的竞争，于是各校纷纷求助于公共关系，试图借此提高筹款效率。美国大学筹款过程中的公共关系具有三个特点，即筹款公共关系主体的权威性、筹款公共关系客体的侧重性与筹款公共关系运作的程序性。筹款过程中，如何维持捐赠者意愿与大学自主的平衡以抵制少数捐助者的干预？如何保持大学本色以维护大学在公众中的形象，使大学成其为大学？诸多问题颇费考量。公共关系为“大学需要钱”而吶喊，也为“大学需要独立性”而坚持原则。

Facing increasingly intensive competition, American universities have started to fall back on public relations (PR) to increase their fundraising efficiency. There are three characteristics in fundraising PR: the authoritativeness of PR subject, the emphasis on PR object, and the formality of PR process. Meanwhile, two problems appear in fundraising process: how to keep the balance between donors' will and universities' independence to reject a few donors' intervention? How to keep universities' essential nature in themselves to keep their images in the public? Such questions need to be considered carefully. The public relations appeal for the sake that “Universities need money”. However it also needs to insists on the principle that “Universities need independence”.