Evaluating Conformity and Reciprocity in University Alumni Donation

Authors

Guanyi Yang, Ohio Wesleyan UniversityFollow

Abstract

Alumni donation has a significant impact on the function of liberal arts institutions across the U.S. Specific factors relating to alumni donation behavior have been identified in previous research; however few studies systematically utilize existing theories of motivation for voluntary contributions to evaluate the effectiveness of alumni donation factors. This research classifies specific factors into reciprocity and conformity and surveys Ohio Wesleyan University (OWU) alumni about donation attitudes. The logistic regression model and the linear regression model complement each other and provide support for the hypothesis that the more one subjects to conformity, the more likely one tends to donate to OWU. This research also adds to the existing literature in focusing on the relative income and perceived information rather than on absolute information. The research results provide policy suggestions to improve university fundraising strategies.

Recommended Citation

Yang, Guanyi (2013) "Evaluating Conformity and Reciprocity in University Alumni Donation," Undergraduate Economic Review: Vol. 10: Iss. 1, Article 10.
Available at: https://digitalcommons.iwu.edu/uer/vol10/iss1/10