Factors Influencing Alumni Donations

Sarunya Lertputtarak,Surat Supitchayangkool

doi:10.5539/ijbm.v9n3p170

Sarunya Lertputtarak, Surat Supitchayangkool

Open Access

https://doi.org/10.5539/ijbm.v9n3p170

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Abstract

The main purposes of this study were to study demographic factors, academic system, and social networks andother communication tools which can influence alumni donations. Using quantitative research involvingquestionnaires, the participants of this study were former and current students of master and doctoral degreeprograms in business from one of the government universities in Thailand. The results showed that academicsystem, social networks and other communication tools have an influence on a willingness to donate. Whereasthe alumni and current students’ gender, age, marital status have no relationship with a willingness to donate.Student satisfactory interactions have no influence on a willingness to donate either.

Highlights

Higher education fund raising is essential for the survival of institutions as institution tuition fees and support funds from the government can no longer be the sole financial supports for an institution
The results showed that alumni and current students’ gender, age, and marital status had no relationship with their willingness to donate
The results showed that social networks and other communication tools can influence alumni and current students’ willingness to donate

Summary

Introduction

Higher education fund raising is essential for the survival of institutions as institution tuition fees and support funds from the government can no longer be the sole financial supports for an institution. Alumni can perform many roles for institutions such as volunteering their time on committees, participating at campus events or providing financial help. It is not an easy task to motivate the alumni to donate their time and money. A huge number of alumni are non-donor, in that they do not make contributions to their colleges or universities (Kaplan, 2007). Previous studies attempted to find and understand the motivational factors of those individuals who are more likely to contribute to the college or university from which they graduated as well as their motives for giving, especially those alumni who have the financial resources to become major donors. The results of previous studies cannot give definite answers as to what the institutions should do to motivate the alumni to participate in university donation programs or events

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