Community College Alumni

Abstract

Due to the decrease in public funding, community colleges are in a position where they need to generate private gifts. Alumni represent the largest untapped pool of prospective donors, and the success of alumni giving at 4-year institutions illustrates the potential that exists for community colleges. To develop effective fundraising strategies, 2-year colleges must understand what affects alumni giving. Guided by social exchange theory, the study develops a predictive model of community college alumni giving, exploring student experiences and demographics. A multistate sample (N = 7,330) suggests predictors consistent with research conducted at 4-year institutions, with the likelihood of giving related to student experience, age, wealth, and giving to other organizations. Other findings unique to community colleges conclude that alumni with an associate’s degree are twice as likely to give as those who did not, and alumni who gave to their 4-year alma mater were nearly four times more likely to give to their 2-year alma mater. The study provides suggestions for future research on community college alumni donors, and new directions for 2-year college administrators and fundraising professionals.