LOOKING FOR YOUNGER ALUMNI DONOR PROSPECTS?
LOOK FOR THOSE BUYING UNIVERSITY
BABY APPAREL!
What influences
giving status among young alumni? Planning
to have one’s children attend the institution,
among other things!
Several months ago, we looked at alumni behaviors
and intentions that most influence giving status. Now,
we revisit the issue, looking specifically at post-1980
alumni (a generation that is increasingly less likely
to give).
The intent to establish (or build on) a family legacy
has the strongest influence among 10 factors tested.
Following athletics also has a strong positive correlation
with donor status among young alumni (you may remember
that it is the most influential factor for all alumni).
This is followed by:
- keeping up with university happenings,
- encouraging others to attend, and
- keeping in touch with college friends.
Participating in alumni activities and mentoring current
students have low levels of influence on giving. Using
career resources has essentially no impact on giving,
while pursuing continuing education actually has a
negative impact on donor status (most likely because
the student is paying tuition money to the institution).
Below is
a chart showing the relative influence of all 10
factors. Included is “I give generously,” a
beg-the-question factor which will be addressed in
a future issue.
Speaking
of future issues, in the next issue, we’ll
combine these results with the potential for increasing
alumni participation in each area.
Methodology
notes: Data based on Campbell Rinker’s
AlumniPoll 2002, Campbell Rinker’s syndicated
online survey of more than 3,000 North American alumni.
Data were weighted to match national proportions for
public/private and four-year/two-year enrollment, as
reported by the Chronicle of Higher Education. “Relative
Influence” on donor status was measured using
discriminant-function analysis, with donor status (never
given vs. current & lapsed) as the dependent measure.
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