NotesFAQContact Us
Collection
Advanced
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ845633
Record Type: Journal
Publication Date: 2002
Pages: 14
Abstractor: As Provided
Reference Count: 22
ISBN: N/A
ISSN: ISSN-0884-1241
An Investigation of the Influence Acknowledgement Programs Have on Alumni Giving Behavior: Implications for Marketing Strategy
Bingham, Frank G., Jr.; Quigley, Charles J., Jr.; Murray, Keith B.
Journal of Marketing for Higher Education, v12 n2 p1-14 2002
Understanding the factors that influence alumni giving is a critical task of institutional marketers and development officers. To better understand the factors that influence alumni support, this research reports the results of a field experiment in which the effect that acknowledgement of alumni contributions has on their subsequent donation behavior is examined. Findings indicate that more elaborate acknowledgement programs that include personalized messages are most effective in increasing alumni donations. The age of alumni and their history of giving were also found to be related to giving behavior. (Contains 4 tables.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A