An Investigation of the Influence Acknowledgement Programs Have on Alumni Giving Behavior: Implications for Marketing Strategy

Bingham, Frank G.; Quigley, Charles J.; Murray, Keith B.

doi:10.1300/j050v12n02_01

Cited by 7 publications

(11 citation statements)

References 16 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Specifically age, income, participation, satisfaction, and perceived prestige are understood to directly influence charitable giving. Older alumni tend to donate more money than their more junior counterparts (Stephenson, ; Weerts & Ronca, ; Bingham, Quigley, & Murray, ; Clotfelter, ; Belfield & Beney, ). And, similar to age, income has shown to be positively related to likelihood of donating (Weerts & Ronca, ), total money donated (Monks, ; Clotfelter, ; Belfield & Beney, ), and donor intentions (Tsao & Coll, ).…”

Section: Literature Reviewmentioning

confidence: 99%

Motivation for alumni donations: a social identity perspective on the role of branding in higher education

Stephenson

Bell

2014

J of Philanthropy and Mktg

View full text Add to dashboard Cite

• As a result of decreasing government funds and increasing competition, institutions of higher education have propelled themselves into business practices such as branding. Despite the growing literature on branding in higher education, there is little research on the relationship between alumni donor motivations and the university brand. This study explores donor motivations from social identity and self-congruity theoretical perspectives. The authors used zero-inflated negative binomial regression to assess the relationship between identification and count of donations. The results showed that if the level of identification with the university increased, the expected number of donations would also increase. The study further assessing the "zeros" (non-donors), the results suggested that if an alumnus were to identify with the university, he would be 43% less likely to be "certain zero" (definitive nondonor) and would find a way to give money. Additionally, the authors analyzed responses about why alumni donate and why they choose not to donate. The authors offered observations on the basis of respondent commentary and also raised the question of what happens when university branding efforts conflict with the perceptions of a large stakeholder group such as alumni.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

Motivation for alumni donations: a social identity perspective on the role of branding in higher education

Stephenson

Bell

2014

J of Philanthropy and Mktg

View full text Add to dashboard Cite

show abstract

“…Finally, it is important to reiterate that findings are based on alumni from only one institution, as can be found in some other studies (e.g., Bingham, Quigley & Murray, 2003;Helgesen & Nesset, 2007;Marič et al, 2010;McAlexander & Koenig, 200;Robinson & Celuch, 2016).…”

Section: Limitations and Suggestions For Further Researchmentioning

confidence: 84%

Determinants for the commitment relationship maintenance between the alumni and the alma mater

Pedro

Pereira

Carrasqueira

2017

Journal of Marketing for Higher Education

View full text Add to dashboard Cite

This study aims to find determinants for the commitment relationship between alumni and alma mater. Based on the literature, satisfaction and image are proposed as drivers of commitment. A survey applied to 2,544 alumni in a Portuguese university provides data analyzed through a structural equation modeling technique. The results present "image of education", "image of communication" and "satisfaction with social and academic environment" as determinants of the commitment relationship, which provide important clues for the marketers' decision-making process when developing activities geared towards alumni. This process should emphasize aspects relating to their willingness to give back, academic and relationship quality, and institutional values. Within the Higher Education market, this study underscores the need to maintain and reinforce the relationship with alumni, and contributes to the scarce Portuguese literature on alumni matters.

show abstract

“…Kepuasan dan rasa percaya merupakan kunci utama dalam memengaruhi intensi perilaku pelanggan. Untuk mencapai kepuasan dan rasa percaya pada industri perguruan tinggi, beberapa faktor yang dapat memengaruhi adalah pengalaman akademik, pendapatan, kerelasian alumni dan citra institusi (Gaier, 2005;Stukalina, 2014;Wilkins, Balakrishnan, & Huisman, 2012;Keaveany & Young, 1997;McCloy & Liu, 2010;Dean, 2007;Bingham et al, 2003;Pike, 1994;Lertputtarak & Supitchayangkool, 2014;Alexander et al, 2014;Alves, 2010;Porter et al, 2011;Sung & Yang, 2008).…”

Section: Tinjauan Pustakaunclassified

“…Selain pengalaman akademik, pendapatan juga merupakan faktor yang menimbulkan kepuasan (McCloy & Liu, 2010;Dean, 2007;Bingham et al, 2003;Pike, 1994). Pendapatan adalah segala hal yang diperoleh alumni baik secara kuantitatif maupun kualitatif (Dessler & Huat, 2006).…”

Section: Pendapatan (Income)unclassified

“…Kepuasan timbul karena adanya evaluasi terhadap pengalaman bertransaksi, dimana kinerja melebihi harapan konsumen (Kotler & Keller, 2016;Schiffman et al, 2011;Liu, Dong, & Burnkant, 2013;Egan, 2011;Blackwell, Miniard, & Engel, 2012;Thomas, 2011;Munteanu, Ceobanu, & Anton, 2010). Berdasarkan penelitian sebelumnya, kepuasan alumni dibentuk oleh pengalaman akademik, pendapatan, kerelasian alumni dan citra institusi (Gaier, 2005;Stukalina, 2014;Wilkins et al, 2012;Keaveany & Young, 1997;McCloy & Liu, 2010;Dean, 2007;Bingham et al, 2003;Pike, 1994;Lertputtarak & Supitchayangkool, 2014;Alexander et al, 2014;Alves, 2010;Porter et al, 2011;Sung & Yang, 2008).…”

Section: Kepuasan Alumni (Alumni Satisfaction)unclassified

See 1 more Smart Citation

Anteseden Kepuasan Dan Rasa Percaya Serta Konsekuensinya Terhadap Intensi Perilaku

Mandagie

2018

manaj. pemasar. jasa.

View full text Add to dashboard Cite

<em>The purpose of this study to analyze the factors affecting the intentions of alumni who are willing to assist their university, whether financial or non-financial. The intentions of alumni are consequences of satisfaction and trust, where satisfaction and trust are the mediating variables of academic experience, current income, relation and agency image. The study was conducted through a survey method that included 250 respondents living in Jakarta, with middle and upper class economic levels. The sampling technique used is proportionate stratified random sampling. Structural Equation Modeling (SEM) was used to analyze the data. The finding from this study is the antecedent factors of satisfaction and trust including academic experience, income, relationships, and institution image that are proven to be positive and significantly influential in satisfaction and trust, partially or simultaneously. The behavior intention as a consequence of trust and satisfaction are found to be positive and significant although only moderate. Based on the findings, Indonesian higher education has to improve student’s satisfaction and trust through improvement of academic experience, relationship and institution image because the alumni will measure their satisfaction based on their current income. Therefore, for further research it is advisable to explore motivational factor, family education values and cultural factors as antecedents of behavior intention.</em>

show abstract

An Investigation of the Influence Acknowledgement Programs Have on Alumni Giving Behavior: Implications for Marketing Strategy

Cited by 7 publications

References 16 publications

Motivation for alumni donations: a social identity perspective on the role of branding in higher education

Motivation for alumni donations: a social identity perspective on the role of branding in higher education

Determinants for the commitment relationship maintenance between the alumni and the alma mater

Anteseden Kepuasan Dan Rasa Percaya Serta Konsekuensinya Terhadap Intensi Perilaku

Contact Info

Product

Resources

About