Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Bachelor of Arts in Advertising and Public Relations

Degree Level

Undergraduate

Department

Journalism

Advisor/Mentor

Dr. Lucy Brown

Committee Member

Dr. Joel Reed

Second Committee Member

Dr. Steven Kopp

Third Committee Member

Ashley Purdy

Abstract

This professional strategic communication project uses contextual framework of fundraising methods and audience research to develop a strong justification for donor support to programs at The Osher Lifelong Learning Institute at the University of Arkansas (OLLI) (Jalali et al., 2024). This work models theoretical perspectives of interdisciplinary motives for charitable giving to institutions of higher education and applies them to OLLI 's unique needs. The deliverables of this project will be (i) a scholarly applied research manuscript that provides a background for a fundraising plan; (ii) the fundraising plan, and (iii) evidence-based creative communication concepts, such as print-ready postcards, flyers, and other social media marketing tools created, developed, and refined by the author. My two years of interning at OLLI and the qualitative and quantitative creative development and audience research I employed have provided me with exclusive insights into the organization. Justified by the results of the project, the author addresses OLLI’s challenges with recommendations and supporting solutions. Strategies include streamlining fundraising communications and stimulating longevity, increasing donor engagement and participation, and encouraging sustainable revenue streams. Extensive research on fundraising, OLLI, older adults, and OLLI's audience ensure that every component of the fundraising plan serves the organization’s goals, while also incorporating stakeholders’ preferences. The year-long fundraising plan equips OLLI with unique seasonal campaigns that can be used annually, such as the $10 Fundraising Campaign and The Three-Month Giving Campaign. The strategy, tactics, and creative concepts presented in the fundraising plan reflect evidence-based insights gleaned from audience research, communication theories, and mixed methods of primary research focus groups and a survey.

Keywords

fundraising; strategic communication; fundraising transparency; older adults; design strategy; creative concept development

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