Fundraising: Case Studies Although It Research Proposal

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In contrast, the University of Kentucky' College of Health Sciences uses a cooler and more distanced technique. The positive social missions of the school encompass education and research. This benefits students, but also benefits society (and thus potential donors), by providing health professionals and higher-quality care to society as a whole. The University of Kentucky brochure's approach is less personalized in nature than the Center for Common Ground, other than showing photographs of the students and employees. The University takes a more verbally than a visually persuasive approach, and includes letters from official personnel and information about the school that dominate the visuals.

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The problem with this technique is that it is less emotionally compelling. The brochure's designers likely thought such a sober attitude was appropriate for a school's potential pool donors (such as the government and alumni). Yet it may also be less effective, particularly because it does not even indicate in a clear fashion how donor's contributions are used, unlike the Common Ground Center.

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