Abstract
This article reviews the research results of a large number of Chinese and foreign scholars, and combines social identification theory, social exchange theory, social capital theory, stakeholder theory, and principal-agent theory to build a model of individual donation willingness in Chinese universities. The questionnaire was designed, and after collecting and analyzing the data, the hypothesis was verified, and the regression relationship between willingness to donate and different motivations was obtained through response analysis. In addition, this article takes alumni identity as an intermediary variable, and studies the interaction between donation motivation, alumni identity, and willingness to donate.
 
 Based on the above research, this article concludes that there is a strong correlation between the motivation and willingness of individuals to donate to universities. Among them, reputation motivation, social responsibility realization, consolidate the relationship, tax incentives, and warm motivation have a significant effect on the willingness to donate. In addition, there is a strong correlation between alumni identity and willingness to donate. It is believed that these research conclusions can enable universities to recognize the purpose of individual donations, and to raise funds more effectively and reasonably for these motivations, thereby expanding the source of school funding and achieving sustainable development of the school.
Highlights
Alumni donation is a core indicator for evaluating world-class universities
This paper argues that there are five basic motivations for college alumni to donate to universities: reputation motivation, realize social responsibility, consolidation of school leadership, tax incentives, and warm motivation
The correlation coefficient between tax incentives and donation willingness is 0.188, which is significantly correlated at a significant level of 0.01, and the correlation coefficient between warm motivation and donation willingness is 0.464, which is significantly correlated at a significant level of 0.01, indicating that the two have a strong correlation
Summary
Alumni donation is a core indicator for evaluating world-class universities It is the normal state of world-class universities in Europe and the United States. It is a world-class university such as Harvard University and Yale University. It demonstrates its comprehensive strength, school level, quality of education and teaching, campus culture, social impact, and international influence. It has become a major indicator of the quality of world-class universities' education and teaching, social influence, alumni business achievements, alumni work effectiveness, and school governance capabilities. Since 2010, China Alumni Association has released an exclusive list of Chinese university alumni donations for 9 consecutive years
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