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Fundraising im Hochschulbereich: Eine Fallstudie über eine CRM-Lösung für Hochschulen

Fundraising im Hochschulbereich: Eine Fallstudie über eine CRM-Lösung für Hochschulen

          
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About the Book

Die vorliegende Studie untersucht die Anforderungen und Prozesse im Fundraising deutscher Hochschulen, besonders unter Berücksichtigung des Customer Relationship Management (CRM)-Gedankens. Die Ergebnisse dienen als Grundlage für die Spezifikation eines Fundraising-Moduls in einem mittelständischen Softwareunternehmen, das die Erweiterung einer bestehenden CRM-Branchenlösung für Alumni-Management plant. Die Forschungsfrage lautete daher: Welche Fundraising-Prozesse können an Hochschulen identifiziert werden und wie können diese anhand des CRM-Ansatzes umgesetzt werden? Aufbauend auf einer umfassenden Literaturrecherche, welche deutsche Hochschulen, Hochschulmarketing sowie Fundraising und CRM erläutert, werden die beiden Themen des Fundraisings und CRM im Hochschulkontext zusammengeführt. Dabei werden Hochschulen als Dienstleistungsbetriebe und zwei ihrer zentralen Stakeholder - Studierende und Alumni - als Kunden verstanden. Unter diesen Voraussetzungen lassen sich unterschiedliche Modelle der Beziehungspflege aus der Fachliteratur auch auf Hochschulen anwenden, denn beide Disziplinen setzen den Aufbau und die Pflege langfristiger Beziehungen voraus. Durch qualitative Interviews wurden elf ExpertInnen verschiedener deutscher Hochschulen mithilfe eines selbst erstellten Leitfadens in Bezug auf Fundraising befragt. Die transkribierten Daten wurden mittels der qualitativen Inhaltsanalyse nach Philipp Mayring ausgewertet. Das Ziel der Befragung war, sich ein Bild über die momentane Fundraising-Situation zu machen und konkrete Anforderungen an eine Fundraising-Software abzuleiten. Es wird gezeigt, dass Fundraising an deutschen Hochschulen zwar bereits einen hohen Stellenwert besitzt, aber im Gegensatz zu US-amerikanischen Vorbildern nur vereinzelt professionalisiert ist. Ebenso zeigt sich, dass sich die Anforderungen an ein Fundraising-Modul für Hochschulen mit denen einer CRM-Branchenlösung weitgehend überschneiden. CRM kann also einen wesentlichen Beitrag zum Erfolg v
About the Author: Benjamin Waldhart, Mag.(FH), Studium am Management Center Innsbruck. Abschluss mit Auszeichnung 2008 in "Management und IT". Derzeit tätig als Masterstudent an der Universität Maastricht im Fachbereich "Strategy & Innovation" (MSc), Spezialisierung auf strategische Allianzen zwischen Non-Profit-Organisationen und multinationalen Konzernen.


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Product Details
  • ISBN-13: 9783836674348
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 304 gr
  • ISBN-10: 3836674343
  • Publisher Date: 24 Jun 2009
  • Height: 254 mm
  • No of Pages: 168
  • Series Title: German
  • Sub Title: Eine Fallstudie über eine CRM-Lösung für Hochschulen
  • Width: 178 mm


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