Alumni Engagement and Identity: A Case Study on Beliefs and Behaviors

Abstract

Abstract:This mixed methods instrumental case study of alumni identity at Colorado College explores how relationships evolve between institutions and alumni, as well as how they affect donations. The mixed methods design was used to demonstrate the importance of behaviors and beliefs in fundraising. The study used alumni records in combination with interviews. Alumni engagement, such as event attendance and volunteering, had a positive relationship with both the number and amount of gifts. The most impactful activities were those involving visiting campus or interacting with current or potential students, such as at class reunions or during admission volunteering. Aspects of organizational identity theory were observed, but the study shows a need for the inclusion of post-graduation influences on the theory.