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ERIC Number: EJ805322
Record Type: Journal
Publication Date: 2006-May-19
Pages: 1
Abstractor: ERIC
Reference Count: N/A
ISSN: ISSN-0009-5982
University of California at Los Angeles: Translating Alumni Loyalty into Donations
Strout, Erin
Chronicle of Higher Education, v52 n37 pA28 May 2006
When the University of California at Los Angeles (UCLA) ended a $3-billion campaign in December, the effort was known as a success not only because of its large goal, but also because of the high participation by alumni. Three out of every 10 alumni made a donation, accounting for 22 percent of the total take. Now the institution faces the question of how to keep alumni engaged and interested until the next big drive. Keith E. Brant, executive director of the UCLA Alumni Association, says the marketing plan his organization follows is rather simple: constant communication via e-mail, a Web site, regional events, and a quarterly alumni magazine.
Chronicle of Higher Education. 1255 23rd Street NW Suite 700, Washington, DC 20037. Tel: 800-728-2803; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: California