|
| volgende >> |
Tijdschrift beschrijving
Alle jaargangen van het bijbehorende tijdschrift
Alle afleveringen van het bijbehorende jaargang
Alle artikelen van de bijbehorende aflevering
Details van artikel 1 van 5 gevonden artikelen
| Titel: |
An Investigation of the Influence Acknowledgement Programs Have on Alumni Giving Behavior: Implications for Marketing Strategy |
| Auteur: |
Bingham, Frank G. Quigley, Charles J. Murray, Keith B. |
| Verschenen in: |
Journal of marketing for higher education |
| Paginering: | Jaargang 12 (2003) nr. 2 pagina's 1-14 |
| Jaar: |
2003-12-22 |
| Inhoud: |
Understanding the factors that influence alumni giving is a critical task of institutional marketers and development officers. To better understand the factors that influence alumni support, this research reports the results of a field experiment in which the effect that acknowledgement of alumni contributions has on their subsequent donation behavior is examined. Findings indicate that more elaborate acknowledgement programs that include personalized messages are most effective in increasing alumni donations. The age of alumni and their history of giving were also found to be related to giving behavior. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 1 van 5 gevonden artikelen
| volgende >> |