To Give or Not to Give: Factors Determining Alumni Intent to Make Donations as a PR Outcome

Abstract

The study identifies several variables associated with the intent of journalism and mass communication alumni to financially support their department or program. The results are consistent with previous studies that show communication and involvement with alumni, satisfaction with the quality of their journalism education, and personal income contribute to the intent of alumni giving. The study suggests that successful fund raising requires a long-term investment of time and cultivating a positive relationship with individual alumni. Implications for alumni relations are discussed.