Committee Chair

Crawford, Elizabeth K.

Committee Member

Rausch, David W.; Banks, Steven R.; Freeman Sr., Yancy E.

Department

School of Professional Studies

College

College of Health, Education, and Professional Studies

Publisher

University of Tennessee at Chattanooga

Place of Publication

Chattanooga (Tenn.)

Abstract

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.

Degree

Ph. D.; A dissertation submitted to the faculty of the University of Tennessee at Chattanooga in partial fulfillment of the requirements of the degree of Doctor of Philosophy.

Date

8-2023

Subject

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

Keyword

alumni relations; alumni engagement; alumni communications; annual giving; alumni technology; higher education alumni

Discipline

Higher Education

Document Type

Doctoral dissertations

DCMI Type

Text

Extent

xiii, 112 leaves

Language

English

Rights

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

License

http://creativecommons.org/licenses/by-nc-sa/4.0/

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