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Characteristics that Motivate Alumnae Giving at U.Va.
Survey Summary
This study was conducted by Kathryn M. Pumphrey as part of her dissertation work towards the Doctor of Education degree at the University of Virginia's Curry School of Education. Pumphrey received her B.A. from Lynchburg College in 1975; her M.Ed. from Lynchburg College in 1989; and her Ed.D. from U.Va. in 2004. This study is copyrighted May 2004 by Kathryn M. Pumphrey.
Few studies have been conducted to date on the characteristics that motivate alumnae to give to their alma maters. Of the studies completed, most are anecdotal in nature and rely heavily on case histories and interviews. If institutions of higher education wish to secure greater financial support from their alumnae in the future, then they must first have a clearer understanding of the characteristics that motivate them to give.
The purpose of this study was to determine the characteristics that motivate alumnae giving at a Research I, Public University. The focus of the study was on determining what alumnae believed to be the most important motivations for their giving as well as determining how the frequency and amount of giving is related to specific motivations.
A twenty-three item survey entitled, "Characteristics that Motivate Alumnae Giving to the University of Virginia," was prepared based on the findings in the literature review and mailed to 600 University of Virginia alumnae who had graduated from the College of Arts and Sciences between the years 1974 and 1999. Thirty-two potential respondents were found to have addresses that were undeliverable resulting in a total of 568 potential respondents. A total of 266 surveys were returned resulting in a response rate of 46.8%. SPSS was used to analyze and present results.
Results from the study revealed how all respondents rated twenty-one motivations for giving to the University. Eleven motivations were found to be positively correlated with how often alumnae make gifts to the University. Two motivations were found to have a positive correlation with the largest gift made by an alumna in any one year. A multiple regression analysis revealed the most important motivations for those alumnae who gave most frequently as well as what motivations were most important to alumnae who made larger contributions. Recommendations for the study institution and for further research were presented based on the findings in the study.
© Kathryn M. Pumphrey
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