Fundraising and universities in Spain. Strategies to reach society and key publics

This study is based on fundraising as a strategy to establish and reinforce relationships between higher education institutions and their key publics. The main objective is to identify main strategies for fundraising developed in Spanish universities in relation with their key publics. The approach used is highlighted by the need to manage public relations in universities (Xifra, 2011; Raupp, 2011; Míguez, 2010; Palencia-Lefler, 2007), the fundraising as a strategy to obtain alternatives funds (Sargeant y Jay, 2014; Shaker, Kienker y Borden, 2014) and fundraising as a policy for universities (Escardíbul-Ferrá y Pérez-Esparrells, 2013; Estermann, 2013 y Casani, Pérez-Esparrells, Rodríguez, 2010). Our research question assesses how fundraising strategies shape the relations with the publics in the higher education sector in Spain. To carry out this study we analyse the strategies and polices implemented by universities in Spain during the last academic year (2014/2015). The methodology will use content analysis to describe how fundraising is integrated. This study is based on information published on the websites of the universities included in the not for profit association CRUE Universidades Españolas. Results demonstrate how fundraising is implemented in Spanish universities. Facts prove that fundraising strategies for obtaining alternative funds needs to be explored more strategically and with an aim of strengthening the relations with the publics and for universities’ stability. When universities decide to opt for alternative funding opportunities it means a step ahead in establishing new relations but also a reconfiguration of those already in place. Keyword : Fundraising, Spanish universities, publics relations, strategies, funds