Marketing Targeting and Fundraising of Public Universities in Anambra State

Abstract

The demand for quality education in Nigeria is so high because education is considered as not only an investment in human capital but also a prerequisite for economic growth and development. This study investigated market targeting and fundraising in public universities in Anambra State. The objective of the study was to establish that market targeting is effective and efficient tool for fundraising in public universities. Descriptive survey research design was adopted through the use of questionnaire in cluster of B1 on 5 points scale. The population of the study comprised of 5078 teaching and non-teaching staff of public universities in the study area while a sample of 362 was selected using Taro Yamane formula. Face and content validity of the instrument was obtained using opinions of three experts in the field while Cronbach Alpha was used to test the reliability of the research instrument and correlation coefficient value of 0.71 which was considered high was obtained. Mean and standard deviation was used to answer the research question while correlation analysis was used to test the hypothesis at 0.05 level of significant. The result showed that market targeting helps in attracting more donors for fundraising of public universities in Anambra State. The results also showed that there was a significant relationship between market targeting and fundraising of public universities. Based on the findings, the researcher recommends among others that public universities should as a matter of urgency adopts market targeting in their fundraising so as to attract donors for fundraising which will help them to sustain the educational delivery. Also, educational institutions in Nigeria should adopt marketing strategies in their fundraising activities because marketing and communications enhances and protects institutional reputation, advances and strengthens the university's brand, encourages community engagement, and reinforces the university's relevance in the lives of key target audiences, including current and prospective students, alumni, donors, friends, and faculty and staff.