大学捐赠基金筹资模式的转变——基于长尾理论的分析  

The Changing Source of University Endowment Funding: A Thinking Based on the Long Tail Theory

作　　者：杨维东[1] 朱丽军[2] 

机构地区：[1]中国人民大学教育基金会,北京100872 [2]中国人民大学财政金融学院,北京100872

出　　处：《教育与经济》2015年第3期3-8,共6页Education & Economy

摘　　要：高校教育基金会接受社会捐赠已经成为高校经费筹集的重要来源,对大额捐赠的依赖是目前国内多数教育基金会的普遍现象。在当前宏观经济增速下滑、经济步入新常态的情形下,这种高度依赖大额捐赠的教育基金会筹资模式具有不可持续性。新媒体时代的到来以及便捷支付工具的深入发展,为校园微公益的发展提供了难得的机遇,高校应该对小额捐赠投以足够的重视,拓展筹资范围。本文借用了经济管理学科中的长尾理论,提出我国高校教育基金会在未来发展过程中,应该充分利用社交媒体尽可能扩大捐赠项目的影响与覆盖面,在此基础上引入众筹概念,提升捐赠项目的个性化程度,更加关注小额捐赠,实现大额捐赠与小额捐赠的共同发展。Donations have become an important source of university endowments funding, and the vast majority of domestic university endowments rely heavily on large donations in fund raising. Currently, China is experiencing a period of declining macro-economic growth and is considered to step into a so called the new normal stage. Under this circumstance, a funding raising mode heavily relied on large donations is unsustainable. With the emergence of various new means of media and the widely appliance of payment tools, a rare opportunity for campus micro public welfare has appeared, therefore, those managers for university endowments should pay more attention to small donations and expand financing. Using the long tail theory of economies and management disciplines, this essay put forward that social media should be used as much as possible by the university education foundation in the future development to expand the influence and coverage of donation projects. Based on that, the concept of public donation is introduced, and the personification of donation projects is raised. Then, they should pay more attention to small donations, and finally realize the common development of large donations and small donations.

关 键 词：大学教育基金会 筹资 小额捐赠 长尾理论 经济新常态 

分 类 号：F08[经济管理—政治经济学] G40-054[文化科学—教育学原理]