Alumni-in-Training: A Public Roadmap for Success

Abstract

California State University (CSU) system campuses, with few exceptions, have achieved lower alumni participation rates than peer institutions. This study determined the status of alumni giving at public comprehensive institutions, examined relevant indicators of performance from alumni fundraising, and examined institutional factors associated with achieving greater alumni giving at public comprehensive institutions. Public institutions seek external support for an ever-growing share of their total budgets. Public comprehensive colleges and universities are moving to increase their involvement and effectiveness in fund-raising activities. Driving this move is a decreasing reliance on state revenue flows and a desire to lessen the perceived quality gap of students, faculty, and capital resources that favors private and more “elite” public institutions. Of the major potential sources of support, the natural affinity group of alumni has not always been ready, willing, and able to answer the call of their public alma mater. Interviews were conducted with 36 of the 40 key individuals at the top four CSU and top four peer institutions. Evident is the rather insignificant role the alumni played in achieving fundraising success at the CSU campuses. The interviews shed light on specific key factors that contributed to greater success with alumni and support the philosophy of Alumni-in-Training.