The Attitudes of Alumni Non-Donors, Donors, and Consecutive Donors Toward Drake University
Chewning, Paul B.
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The problem. The purpose of the study was to determine if there were differences in the attitudes of alumni nondonors, donors, and consecutive donors toward Drake University. Specific areas which were examined included Drake University in general, the Drake National Alumni Association, and Drake University and fundraising. Procedures. A stratified random sample of 396 alumni was obtained from the 40,000 members of the Drake National Alumni Association. Stratification was based on donor classification: non-donor, donor, or consecutive donor; degree classification : undergraduate, graduate, or law degree; and, residence: Iowa or non-Iowa resident. Fifty percent of the alumni, or 199 individuals, responded to the questionnaire. The Pearson product-moment correlation coefficient and analysis of variance were used to analyze the data. Findings. Significant differences were found among the attitudes of alumni, based on donor classification, toward each of the topical areas about Drake University. Significant differences did not exist for degree classification or residence. The majority of alumni, regardless of donor classification, felt that attending Drake was a source of real pride to them, and that the University had contributed to their lives. The act of giving, regardless of amount, and consistent communications with alumni were important factors in donating. Tax considerations and successful athletic programs were not important. The majority of alumni contributors would want their children to attend Drake. Conclusions. Drake University should be pleased that the majority of alumni have positive feelings about the institution. More effort should be made to attract donors to the consecutive donor category, and to target specific mailings to alumni donors with children of college age. Nondonors should be encouraged to give, regardless of the purpose of their gifts. Recommendations, A survey of other private comprehensive universities should be done to determine if there are similarities between the attitudes of their alumni and Drake alumni.
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