What's in it for me: A qualitative look into the mindset of young alumni non-donors

Abstract

This study analyzed the open-ended responses given by young alumni during an institutional survey conducted by the annual giving office at a large, public university. For this study, 204 responses from non-donors were analyzed and coded. Several keys themes were identified in the analysis, including young alumni's attitudes regarding career services, how incentives may motivate this population to make gifts and the desire for this generation to specify how their donation will be used. All of these themes were evaluated in regards to how they may increase the giving behaviors of recent graduates. © 2010 Macmillan Publishers Ltd.