ERIC Number: ED456720
Record Type: Non-Journal
Publication Date: 2001
Reference Count: N/A
Alumni Loyalty: A Survey Investigation.
Ridley, Dennis R.; Boone, Mary M.
One of the objectives of the Strategic Planning Commission at Virginia Wesleyan College was to enhance alumni loyalty. To that end, a survey was developed to study alumni loyalty, beginning with developing a definition of a loyal alumnus/a as one who acknowledged the unique contributions of the college in his or her personal and professional growth and who maintains an active interest in the college. The survey was administered to 66 alumni, and correlations among variables were determined. The respondents represented a group that was more committed than the average graduate as evidenced by a higher than average alumni giving rate. Survey results suggest that sustaining loyalty can be more problematic for alumni who reside far from the college, where the institution is less well known. Data suggest that efforts to keep alumni informed about the college, available courses, and events for alumni enhance interest and support. Survey findings also suggest that emphasis on a customer service orientation will increase alumni interest. As a whole, survey results confirm that there is more than one way of being loyal, and there is probably no one way to promote loyalty. (SLD)
Publication Type: Reports - Research; Tests/Questionnaires
Education Level: N/A
Authoring Institution: N/A