What Motivates U.Va. To Give?

Below are results of a study conducted by Kathryn M. Pumphrey to determine what U.Va. alumnae believe to be the most important motivations for their giving and how the frequency and amount of giving is related to specific motivations.

The study was conducted by Ms. Pumphrey as part of her dissertation work towards the Doctor of Education degree at the University of Virginia’s Curry School of Education. It is based on previous research and anaysis of 266 surveys returned by University of Virginia alumnae who had graduated from the College of Arts and Sciences between the years 1974 and 1999.

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Top Ten Motivations for U.Va. Alumnae Giving:

Quality of Education Received
University Mission
Ability to Sustain Academic Excellence
Making a Difference for Future Generations
Ability to Fund a Specific Project
Obligation to Give
Tax Savings
Urgent Request for Help
Support of Women’s Programs
Access to University Events

Recommendations Based on Survey Results:

The University should ensure that alumnae receive adequate recognition for gifts given. This includes making certain that their gifts are publicized in University and departmental publications.
The institution should make certain that alumnae are aware of funding opportunities that continue to enhance academic excellence and quality education received at the University. Significant University awards and national ranking results should be well publicized.
The University should communicate all urgent requests for support to ensure that alumnae are aware of the importance of their need to enhance quality and to sustain academic excellence.
The University should continue its program to educate current students on why continued philanthropic support is important.
Efforts should be made by the University to continue to publicize giving opportunities that are available to support athletic programs.
The institution should communicate to alumnae how their gifts to certain programs are necessary to ensure that the University will continue to play a significant role in providing quality education for future generations of students.
The University should continue to involve alumnae in University-wide activities and programs. This includes increasing alumnae involvement on key committees and University-wide boards.
Annual fund mailings sent by the University should highlight academic achievement, national rankings, urgent needs, and recognize both the academic achievements of alumnae as well as their major financial contributions.
The University should find appropriate ways to honor and recognize alumnae for their significant financial contributions.

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