Philanthropic Strategy for Hospitality Education

Philanthropy to higher education in the United States totaled over $8 billion in 1988. Most colleges and universities are in the middle of either conducting, finishing or contemplating a capital campaign. For a variety of reasons, few hospitality programs appear to be actively involved in these fund-raising efforts.

Over the last 10 years, corporate giving has been the fastest growing source of philanthropy, contributing over $4.5 billion in 1987. Individual gifts, however, still exceed total corporate support for higher education. For many institutions, internal and governmental support is decreasing. Therefore, individual and corporate support must be cultivated to make up the difference. A significant share of the philanthropic dollars going to higher education is coming from a natural constituency of hospitality-education corporations.