EXTENDING MODELS OF PROSOCIAL BEHAVIOR TO EXPLAIN UNIVERSITY ALUMNI CONTRIBUTIONS

Survey data merged with contribution records from a development office database provided a basis for understanding alumni support for a univ ersity. The survey randomly sampled alumni of a state university schoo l of management who had graduated between 1980 and 1988. Subjects fill ed out mail questionnaires measuring social psychological constructs f rom the literature on prosocial behavior. The determinants of obligati on to donate included perceived efficacy, perceived need, reciprocity, and individual attachment to the university. Obligation and other con structs explained the number of donations recorded in the development office database over 6 years. The model also predicted intentions to s upport the university by working for an alumni association or attendin g reunions. This model of alumni donation leads to recommendations for designing university fund-raising communications.