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Alumni Willingness to Give and Contribution Behavior

Alumni Willingness to Give and Contribution Behavior Investigates the effect of alumni ownership of university insignia goods and related alumni contribution behavior. Two distinct measures of alumni contribution behavior‐willingness to give and actual contribution behavior‐were used in this study. Willingness to give is a measure of the desire or sentiment to contribute. Contributions are behavioral manifestations of that sentiment. The results of the study indicate the importance of alumni identification with the university both to alumni willingness to give and donor behavior and suggests that identification with the university results in ownership of university insignia goods. Discusses programmatic strategies to increase alumni contributions stemming from the findings of this study. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Alumni Willingness to Give and Contribution Behavior

Gail Tom; Laura Elmer
Journal of Services Marketing , Volume 8 (2): 6 – Jun 1, 1994
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6 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 1994 MCB UP Ltd. All rights reserved.
ISSN
0887-6045
DOI
10.1108/08876049410058442
Publisher site
See Article on Publisher Site

Abstract

Investigates the effect of alumni ownership of university insignia goods and related alumni contribution behavior. Two distinct measures of alumni contribution behavior‐willingness to give and actual contribution behavior‐were used in this study. Willingness to give is a measure of the desire or sentiment to contribute. Contributions are behavioral manifestations of that sentiment. The results of the study indicate the importance of alumni identification with the university both to alumni willingness to give and donor behavior and suggests that identification with the university results in ownership of university insignia goods. Discusses programmatic strategies to increase alumni contributions stemming from the findings of this study.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Jun 1, 1994

Keywords: Demographics; Funding; Fund‐raising; Graduates; Marketing strategy; Universities; USA

References

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