Date Approved

6-30-1999

Embargo Period

8-1-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

College of Communication & Creative Arts

First Advisor

Bagin, Don

Subject(s)

Rowan University--Alumni and alumnae; College graduates--Charitable contributions

Abstract

The purpose of this study was to determine from Glassboro State-Rowan University alumni non-donors why they do not give to the University and what, in their view, the University can do to encourage them to give.

Using a mail questionnaire, based on a literature review, interviews with fund raising, alumni and research professionals at Rowan, the author surveyed 110 Glassboro State-Rowan University alumni non-donors. The data was hand-coded and analyzed using the Statistic Package for Social Science (SPSS).

A majority of non-donors had a fulfilling experience at Glassboro State-Rowan University, felt the University has improved since they graduated and give to other organizations. Most alumni non-donors have visited the University more than twice since graduating, though few have attended alumni events.

Lack of connection to the University and availability of money when solicited were the prominent reasons cited by non-donors for not giving to their alma mater. Clear articulation of specific needs, impact of alumni gifts and cultivating the alumni before and after they graduate, are some ways the University can motivate non-donors to become donors.

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