Publications
Publications
- April 2021
- HBS Case Collection
The Incentive for Legacy: Tsinghua University Education Foundation
By: Lauren Cohen, Hao Gao and Spencer C.N. Hagist
Abstract
Vivian Yuan seeks to bolster the Tsinghua University Education Foundation's fundraising efforts and investment goals in a new era of Chinese higher education. Competing with elite members of China's C9 League of top universities, she must develop a set of incentives and deliverables for alumni and non-affiliated donors which can bridge the gaps in their own investment and philanthropic prospects. To do so, she must specify what makes the university unique as a donation opportunity, and highlight the things TUEF can accomplish that no one else can.
Keywords
Finance; Marketing; Strategy; Negotiation; Organizations; Markets; Higher Education; Philanthropy and Charitable Giving; Motivation and Incentives; China
Citation
Cohen, Lauren, Hao Gao, and Spencer C.N. Hagist. "The Incentive for Legacy: Tsinghua University Education Foundation." Harvard Business School Case 221-100, April 2021.
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