Survey: Perceptions of institutional wealth deter alumni giving
- 47% of college graduates say their alma maters are financially stable with tuition revenue, and thus do not need private giving more than other charities, according to a recent survey which included 6,200 alumni.
- More than 26% of respondents say income is a primary factor in their decision to give, but just as many students emphasize the ability to allocate gifts for specific purposes as a factor which would increase their likelihood of giving.
- Graduates who participated in extracurricular activities, or who are approached by former faculty members are more likely to give.
Personal attachment to an institution beyond the classroom increases the likelihood of graduates giving back to their institutions. North Carolina Central University recently made new gains in alumni giving through competitive campaigns held between fraternities, sororities and other campus organizations, and cultivated more than 500 new young donors as a result.
The best practices in maintaining communication with graduates include capturing accurate emails and consistently promoting campus events and networking opportunities where alumni can provide updated mailing information and be introduced to new college initiatives and the basics of college funding sources. The more graduates are connected to a campus experience with professional benefits, the more likely they are to help fund the undergraduate mechanism which helped to create their success.
- The Chronicle of Philanthropy Why college alumni don't give to their alma maters: They think other charities need money more