Date Approved

5-15-1995

Embargo Period

9-11-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

Ric Edelman College of Communication & Creative Arts

Advisor

Bagin, Donald

Subject(s)

Cooper Hospital (Camden, N.J.); Fund raising; Hospital benefactors

Disciplines

Public Relations and Advertising

Abstract

This study profiled Cooper Hospital/University Medical Center's Baby Alumni Society to determine whether members are likely prospects for financial support. Established in 1980 by The Cooper Foundation, the fund-raising arm of the hospital, the Baby Alumni Society consists of 6,500 members who range in age from infancy to senior citizens.

To determine alumni attitudes and opinions about the institution, a questionnaire was conducted. Participants were selected using the systematic random sampling method. Of the five hundred questionnaires mailed, eighty-five were returned. Overall, respondents were pleased with the publication Baby News and wanted to continue receiving it. Members also expressed an interest in learning more about cancer, women's care and outpatient services.

Trust in the institution was reflected by 80 percent of the members who said they would consider Cooper for a future hospitalization and would recommend it to family and friends. Research showed that members are committed to giving and felt strongly enough about Cooper to use its services. Members, in general, did not give a financial gift to Cooper; however, an overwhelming majority – 97 percent – contributed to charitable causes. Respondents were 68 percent female. On average, respondents held either a high school or college degree; ranged between 40 and 55 years old; and reported an average family income of $25,000 to $49,999.

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