Exploring Alumni’s Intention to Engage in Nonmonetary Activities: A Cross-Generational Comparison Study

Abstract

A growing supporting and involving alumni group is one of the critical components of a quality hospitality management program. Universities increasingly count on their alumni to make monetary and non-monetary contributions. Yet, different generational alumni's intentions to make non-monetary contributions, such as participating in activities and social events, have not been thoroughly examined. Through an online alumni survey (N = 566, response rate 7%), this research identified different generational alumni's intentions to get involved in activities and social events. Our research findings indicated that alumni have the lowest intentions to make financial contributions. Alternatively, alumni have high intentions to become a local chapter member, become a school ambassador, participate in class reunions, and in chapter events. ANOVA and Tukey tests showed significant generational differences in alumni's intentions to get involved. These findings provide faculty and administrators opportunities to benchmark and explore activities and social events to get alumni involved.

Strategizing alumni to encounter financial sustainability issue: insights from public higher education institutions of Pakistan

“…Alumni preference to engage in nonmonetary support highlighted the limited capacities of alumni, which is consistent with some recent studies. For example, Chen (2018) highlighted this unique aspect while researching European alumni and reported that alumni prefer to engage in nonmonetary activities rather than monetary activities with institutions. However, alumni perception of nonmonetary engagement as indirect monetary support to PHEIs has presented a unique aspect of this study.…”