We examined the association between socio-structural intergroup characteristics (i.e., permeability of group boundaries, legitimacy of status difference between ingroup and outgroups, stability of status difference) and students' intention to join the university alumni association. Prior theory and research suggests that group members assess the intergroup context to direct identity management strategies (e.g., leave group, collective action). College students in their last semester at a university were asked to rate the perceived socio-structural characteristics of the ingroup (compared to other universities) and their intention to join the alumni association. The results showed that perceiving one's ingroup as legitimately high status and in a stable intergroup context predicted greater intention to join the alumni association. Consistent with prior theory, the results suggest that viewing one's ingroup as legitimately high status predicts endorsement of actions to maintain a positive and distinct identity.Keywords: alumni association, socio-structural characteristics, permeability, legitimacy, stability, social identity
IntroductionInstitutions of higher learning are operating in conditions of a bad economy and dwindling financial assistance from governments (Archibald & Feldman, 2006;McLendon, Hearn, & Mokher, 2009;Weerts & Ronca, 2006) and are increasingly relying on private charitable giving to meet their financial needs (Drezner, 2011). In 2012, alumni giving constituted 24.8% of total voluntary giving and rose to 26.6% in 2013 (Voluntary Support for Education, 2013). An alumni association, a group of former students, assists the institution with raising funds and fosters connection between alumni and the university (Arnold, 2003;Gill, 1998). Alumni associations typically organize social events with the dual purpose of fostering relationships for its members and to provide cultivation that encourages future giving. For recent graduates, the alumni association allows professional networking that can provide career opportunities as well as a group of people who share similar experiences. Joining the alumni association thus provides a way for alumni to contribute towards the success of their alma matter and to connect with other former students. In the present study we examine predictors of students' intention to join the alumni association.
Predictors of Alumni Association MembershipThe characteristics of the university and the quality of experiences for students influence alumni giving (Baade & Sundberg, 1996;Clotfelter, 2001;Gaier, 2005;Holmes, 2009). University characteristics such as age (Duronio & Loessin, 1990), quality of career services provided (McDearmon, 2010;Pryor, Hurtado, Sáenz, Santos, & Korn, 2007), graduation rate (Gunsalus, 2004), perceived academic quality and prestige (Baade & Sundberg, 1996;Belfield & Beney, 2000;Hanson, 2000;Leslie & Ramey, 1988;Mael & Ashforth, 1992), and success in athletics (Coughlin & Erekson, 1984;Holmes, 2009) are predictors of giving back to the univers...