Do Socio-Demographic Characteristics and Social Media Access Affect Alumni Contributions?

Abstract

This study investigates the relationship between sociodemographic characteristics and alumni contributions to higher-education institutions in Indonesia. A survey of 199 alumni revealed that slightly more than half were female (54.8%) and unmarried (54.3%), with most being in the early stages of their careers. Social media and WhatsApp emerged as the most frequently accessed digital information sources for engaging with alumni. The overall level of alumni contribution was high, with non-financial contributions, willingness to serve as guest lecturers, and mentoring students being the most prominent forms of engagement in the study. Male alumni reported higher contribution levels than female alumni, particularly in terms of material support, guest lecturing, and student guidance. Married alumni were more active contributors than their unmarried counterparts, especially in terms of non-material contributions and academic involvement. Alumni with more work experience and higher income levels exhibit greater engagement across most contribution types. ANOVA results confirmed that work experience significantly influenced contribution patterns, with those having over 20 years of experience demonstrating the highest levels of involvement in research, social initiatives, internships, guest lectures, and student mentoring. These findings underscore the importance of tailoring alumni contribution strategies based on sociodemographic factors, prioritizing interactive digital platforms, offering diverse contribution opportunities, and fostering long-term relationships to maximize alumni participation and institutional support.