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big donors are often featured in magazines
BrightBlue, sometimes big donors are recognized/rewarded by being featured in alumni magazines. I know that's the case at Wharton/UPenn. Also, sometimes if they want a big donation from someone they'll feature them in the magazine, ask them to be a speaker at the school, etc. So for your alumni magazine, maybe they're featuring the people who give the most $$$$....
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