Alumni of varying eras: An examination of the differences in factors that influence feelings of connectivity and reasons for giving.

摘要

This study addressed the economic challenges confronting public institutions of higher education by examining a viable, alternative revenue stream: alumni giving. The purpose of this study was to examine differences in factors that influence feelings of connectivity and reasons for giving of alumni of varying eras at a public, regional comprehensive university. A sampling of the University's alumni from the eras 1977 or earlier, 1978 to 1997, and 1998 to present responded to questions asked in survey and focus group formats. Applying the AIDA model (attention, interest, desire, action, and satisfaction), this study focused on the analysis of factors that influence alumni behavior. A sequential mixed methods research design was utilized. The initial phase of this study focused on gathering data via electronic survey questionnaire. Descriptive statistical analysis focused on the calculation and interpretation of means and standard deviations. Inferential statistical analysis focused on the crosstabulation of various categorical variables. These relationships were tested for significance utilizing a non-parametric, chi square analysis. Numerous indices related to feelings of connectivity and reasons for giving proved to be statistically significant. These differences were further examined via focus group discussions. One could conclude that alumni of varying eras have different motivations for connecting with and giving to the participating University. Implications of this study highlight the need for a paradigm shift in the thought processes and the actions of leaders of public, regional comprehensive universities with respect to institutional advancement.