There are many variables that influence alumni giving at colleges and universities. A growing body of research is revealing new knowledge about factors related to individual donors, fund-raising practices, and the external environment. However, relatively little attention has been given to basic institutional characteristics that may impact alumni…

Loyal alumni are a mainstay of financial support for many universities. This empirical study of university alumni situates the emerging theory of brand community within the world of university development and advancement. The study measures key relationships that one would expect to find in a healthy university brand community. Most importantly,…