Alumni giving at a small liberal arts college: evidence from consistent and occasional donors

Abstract

This study observed the financial giving of alumni at a small, private liberal arts college covering a 23 year period of consistent (longitudinal) and occasional donors. After observing historical characteristics of donors, college officials have a greater probability of accurately predicting future alumni gifts. Key determinants of alumni giving for both consistent and occasional donors are as follows: volunteering for the college, major in a social science division, language school attendance, residence in states with alumni chapters, and employment within the financial sector. Additionally, alumni with relatives who have attended the college, and alumni who have played a varsity sport during college, are two groups very likely to donate. Our study suggests that Alumni Offices may benefit from rating donors' giving potential (and subsequently focusing on these individuals), extensively publicizing reunions, and by targeting those who volunteered during their college years. Among occasional donors, Alumni Offices may want to target males, fraternity/sorority members, and alumni who are close to retirement.