This case study reflects on the institutionalization of philanthropy studies within academic settings, specifically focusing on efforts by industry to influence universities and scholars. Hall outlines the challenges and opportunities involved in integrating nonprofit and voluntarism research into curricula. It offers insights into cross-disciplinary teaching models and examines the processes of university change in response to growing academic interest in the sector. The paper also evaluates the effectiveness of strategies used by industry to redefine its public presence through academic engagement.
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