A study of higher education alumni perceptions of in-person or online engagement

The purpose of this study is to investigate the preferred methods of communication and alumni engagement of higher education institution alumni donors in an era with increased social media and electronic communications. During and after the COVID-19 pandemic, Alumni Relations Offices (AROs) were challenged with a changing world environment and new ways in which people were interacting with each other and especially their alma maters. Through a quantitative formatted questionnaire and qualitative focus groups, a Stratified Alumni Engagement Model is suggested to create a varied engagement approach for AROs. This research is based upon the social exchange theory, the theory of planned behaviors, and the discretionary collaborative behavioral theory. Each of these theories were investigated in terms of how they relate to the alumni/university relationship. The research questions were developed based upon these theories. Throughout the research, it was determined that there is a relationship between certain alumni demographic information and preference on in-person or virtual engagement. It was also found that alumni who are engaged with the university have a higher propensity to make a gift. Alumni or donors who identify with a higher education institution are more likely to donate and support the institution through nonfinancial means such as volunteerism. Additional findings of this research include that alumni prefer a range of communication preferences. The research also found there is a relationship between alumni engagement and alumni giving.

Grantor dc:publisher

University of Tennessee at Chattanooga

Author dc:creator

• Johnson, Jacquelyn T.

Contributors dc:contributor

• Crawford, Elizabeth K.
• Rausch, David W.; Banks, Steven R.; Freeman Sr., Yancy E.
• College of Health, Education, and Professional Studies

• Universities and colleges--Alumni and alumnae
• Educational fund raising
• College benefactors

Licence

• http://rightsstatements.org/vocab/InC/1.0/

Language dc:language

English, eng

Repository record dc:identifier

https://scholar.utc.edu/theses/821

OAI identifier oai:identifier

oai:scholar.utc.edu:theses-1996