Predicting Alumni Giving at a Public Research University. AIR 1993 Annual Forum Paper.

This study investigated selected attitudinal and demographic factors, involvement, and philanthropic awareness of alumni donors and non-donors from a Research I, public university. A random sample of 500 alumni (250 donors and 250 non-donors) was selected from a population of 37,691, resulting in 371 (74 percent) usable surveys. Discriminant function analysis was applied to the data to determine if group membership for donor status (donor or non-donor) and group membership for donor level could be predicted. The study revealed that donor or non-donor status for alumni is predictable with a moderate-to-high degree of accuracy. The most powerful discriminating variables between alumni donors and non-donors within the population examined were: family income, perceived need for financial support, reading alumni publications, subsequent enrollment for graduate work, belonging to a special interest group, and involvement with the university as an alumnus. The most powerful discriminating variables between high- and low-donors within the population examined were: subsequent enrollment for graduate work, family income, perceived need for financial support, involvement with the university as an alumnus, participation in the Greek system or departmental club/organization, and religious preference. The study suggests that university development and alumni offices should work collaboratively in inviting alumni to participate in events that parallel activities reflective of alumni interests during their time as students. (Contains 17 references.) (GLR)