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ERIC Number: ED555435
Record Type: Non-Journal
Publication Date: 2013
Pages: 152
Abstractor: As Provided
Reference Count: N/A
ISBN: 978-1-3034-3613-0
Factors Associated with Non-Traditional and Traditional Undergraduate Alumni Giving to Alma Maters
Johnson, Elizabeth Ann Miller
ProQuest LLC, Ph.D. Dissertation, Mercer University
Both public and private institutions of higher education face revenue shortfalls. In order to close budget gaps, colleges and universities must identify new revenue sources. Historically alumni are large providers of voluntary support to higher education institutions, but the numbers of alumni contributing financially is decreasing. The purpose of the study was to uncover motivating factors influencing alumni gift-giving behaviors by non-traditional (25+ years of age) and traditional (21-24 years of age) undergraduate alumni. The quantitative study utilized five years of ex-post facto data from a national alumni survey administered at 101 higher education institutions in the United States. The obtained data included responses from 24,559 respondents. Multiple cross-tabulations were performed. The research revealed that traditional undergraduate alumni had the greatest propensity for contributing financially. Both female non-traditional and traditional alumni had the highest frequencies of donorship. Only two student activities had the highest proportions associated with making financial contributions by both nontraditional and traditional undergraduate alumni: participation in career and professional organizations and community service. The alumni involvement factor with the highest proportions associated with making financial contributions identified by both nontraditional and traditional alumni was identifying job opportunities for graduates. The highest percentage of contributing financially revealed by both non-traditional and traditional alumni was associated with attending athletic events. Results from the study suggest that higher education institutions should develop targeted fundraising efforts for non-traditional undergraduate alumni, as they make contributions to their alma maters in similar proportions as do traditional alumni. Institutional leadership can address the importance of professional and career services and community service to non-traditional alumni by providing resources in each of these areas to the increasing non-traditional student population. Advancement professionals can recognize that non-traditional undergraduate alumni want to stay connected to alma maters after graduation and make financial contributions in similar percentages as traditional alumni. By expanding outreach activities to non-traditional students and graduates now, new donors will be generated for the future. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page:]
ProQuest LLC. 789 East Eisenhower Parkway, P.O. Box 1346, Ann Arbor, MI 48106. Tel: 800-521-0600; Web site:
Publication Type: Dissertations/Theses - Doctoral Dissertations
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A