This paper empirically explores ways in which marketers of higher education can contribute to the important task of cultivating alumni philanthropy. Advancement professionals understand that philanthropy is influenced by wealth and affinity. As marketers, we anticipate that our contribution resides with investments in building affinity. Using…

Relationship marketing has made its way into the practices of university administrations. With it have also arrived many problems associated with the aggressive use of CRM technologies. One particularly effective and healthy approach to relationship marketing in higher education is to treat the university, with all of its stakeholders, as a brand…

Surveyed college alumni to determine the impacts of the alumni-university relationship and alumni assessments of their college experiences on important expressions of loyalty. Results provide support for the impact of these variables on current behavior and behavioral intentions, making them important for marketing. (EV)