Brand Identification and Alumni Donation

What is it about?

We surveyed alumni of a mid-sized state-run university in the mid-Atlantic region of the USA to see if identification affected donation behaviors such as choice to donate, total dollar amount donated, and the number of times donated.

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Why is it important?

The survey findings showed that brand identification correlated with choice to donate, increased donation dollar amount, and the number of donations. Findings also suggested that interpretation of brand, prestige, satisfaction with student affairs, and participation were positively associated with identification. These results suggest that offices of development would be benefited by approaching fundraising from an integrative perspective. As identification was impacted by a combination of efforts, institutions could harness the influence of identification by increasing collaborative fundraising efforts with the offices of student life, activities, academics, and communications.