Are there differences between traditional and nontraditional alumni donor motivations?

Abstract

Philanthropy is becoming increasingly more important as a means to ensure the current and future sustainability of small private colleges and universities. Donations from alumni comprise a large share of the private philanthropy received by institutions of higher education. In recent decades, an increasing number of students have earned degrees nontraditionally, by attending classes online or at distancelocation centres. This study sought to understand whether any differences exist among traditional and nontraditional alumni donors based on six categories of motivation: (1) social, recognition and reward; (2) belief in the institution; (3) self-fulfilment; (4) relational; (5) financial; and (6) obligation and responsibility. Additionally, the study examined four demographic variables (age, gender, marital status and children) to see whether any significant relationships exist between these variables and the six motivation categories. In general, our findings suggest that there are no significant differences between traditional and nontraditional alumni donor motivations. Age was found to impact the donor motivation categories of social, recognition and reward as well as the relational motivation category. Age and gender combined were found to be a significant predictor of the social, recognition and reward category. The results of this study may have practical implications for fundraisers at colleges with both traditional and nontraditional alumni donors.