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Contributions of unrestricted funds: The donor organization-public relationship and alumni attitudes and behaviors
Abstract
This exploratory pilot study examined alumni attitudes and behaviors toward making contributions in a nonprofit higher education organizational setting. The theoretical base of the study was that nonprofit higher education organizations operate in competitive marketing environments within a resource dependence open systems framework. In an effort to better understand alumni donor attitudes and behaviors in this context, this research explored the predictive relationship between the donor organization-public relationship (OPR) and alumni donor attitudes toward willingness to contribute unrestricted funds and donor behaviors concerning size of gifts made, frequency per year of contributions, and frequency of years of contributions using Huang's (2001) organization-public relationship assessment. Results indicate that donor OPR significantly predicts alumni donor attitudes toward willingness to contribute unrestricted funds. The results do not support that donor OPR significantly predicts size of gifts made, frequency per year of contributions, and frequency of years of contributions.
Journal
(2007)
vol18
no2
pages215-235
Categories
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Philanthropy
