The Heart of Giving: The Relationship Between Alumni Engagement and Philanthropy
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Authors
Rosa, Veronica
Date
2023-05-12
Type
Dissertation
Language
en
Keywords
Alternative Title
Abstract
AN ABSTRACT OF THE DISSERTATION OF
Veronica L. Rosa for the degree of Doctor of Learning, Leadership, and Community
presented on March 10, 2023.
Title: The Heart of Giving: The Relationship Between Alumni Engagement and
Philanthropy
Abstract approved:
Roxana Wright 2/17/2023
Dr. Roxana Wright
Dissertation Committee Chair
This study examines alumni motivations for engagement and philanthropic contributions
at one small, public, liberal arts college struggling with low alumni participation. In an
electronic survey, three categories of alumni (donors, inconsistent donors, and non-
donors) responded to 28 multiple choice questions and two open-ended questions. The
groups were developed using Blackbaud’s Raisers Edge database. The criteria included
fiscal years 2018 through 2022 and excluded alumni who graduated after 2012. Rates of
response were donors at 23%, inconsistent donors at 8%, and non-donors at 3%. The
research revealed alumni engagement opportunities and their relationship to donations
and institutional priorities. The incentive and involvement theories were selected to
support research of both engagement and motivations of giving. The results of the survey
indicate that alumni are most interested in donating to funding priorities that directly
benefit students, i.e., scholarships, internships, and experiential learning. The survey
results showed the engagement tools that yielded the highest return on investment
included the alumni magazine, digital newsletter, and events. Results suggest that this
survey instrument and approach are transferable to other institutions.