TY - JOUR
T1 - To give or not to give
T2 - Factors determining alumni intent to make donations as a PR outcome
AU - Tsao, James C.
AU - Coll, Gary
PY - 2004/1/1
Y1 - 2004/1/1
N2 - The study identifies several variables associated with the intent of journalism and mass communication alumni to financially support their department or program. The results are consistent with previous studies that show communication and involvement with alumni, satisfaction with the quality of their journalism education, and personal income contribute to the intent of alumni giving. The study suggests that successful fund raising requires a long-term investment of time and cultivating a positive relationship with individual alumni. Implications for alumni relations are discussed.
AB - The study identifies several variables associated with the intent of journalism and mass communication alumni to financially support their department or program. The results are consistent with previous studies that show communication and involvement with alumni, satisfaction with the quality of their journalism education, and personal income contribute to the intent of alumni giving. The study suggests that successful fund raising requires a long-term investment of time and cultivating a positive relationship with individual alumni. Implications for alumni relations are discussed.
UR - http://www.scopus.com/inward/record.url?scp=70349761495&partnerID=8YFLogxK
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U2 - 10.1177/107769580405900407
DO - 10.1177/107769580405900407
M3 - Article
AN - SCOPUS:70349761495
VL - 59
SP - 381
EP - 392
JO - Journalism and Mass Communication Educator
JF - Journalism and Mass Communication Educator
SN - 1077-6958
IS - 4
ER -