The Young Alumnus' Propensity to Give: Identifying Common Characteristics of a Young Alumni Donor at a Small Public Liberal Arts College

Abstract

In this study, personal characteristics of young alumni, graduates of the last decade, were analyzed in order to better determine which alumni were more likely to be philanthropic at a small public liberal arts institution. Examination of personal characteristics (gender, age, alumni activity, marital status, proximity to campus, number of children, major, undergraduate involvement, and the involvement with a student philanthropic program) was measured against personal philanthropic institutional giving. This study determined which characteristics, of young alumni at the institution of interest, explained the positive relationship to the alumnus’ probability to donate. Engagement strategies for this group were determined by identifying the most likely young alumni donor. The results of this study indicated that alumni relations and advancement professionals at the small public liberal arts institution studied would identify the most common young alumni donor in the young alumna (female) between the ages of 27 and 31. The most common young alumna donor is married or with partner, has a household income level of over $50,000, has zero children, was highly involved as a student and holds a bachelors degree of management. The most philanthropic young alumna was active as a student, participating in more than five extracurricular activities in her tenure on campus. Highly involved and engaged alumni are more likely to remain engaged with their alma mater; therefore, are more likely to make contributions. The research findings suggest that engaging young alumni before and shortly succeeding graduation is exceedingly important.