Atwood, Amy K.

Hoyt, Faculty Advisor, Frederick B.

Digital Commons @ Illinois Wesleyan University

Illinois Wesleyan UniversityDigital Commons @ IWUJohn Wesley Powell Student ResearchConference 2004, 15th Annual JWP ConferenceApr 17th, 9:00 AM - 10:00 AMAttitudes and Intentions of Undergraduates forFuture Alumni ActivityAmy K. AtwoodIllinois Wesleyan UniversityFrederick B. Hoyt, Faculty AdvisorIllinois Wesleyan UniversityFollow this and additional works at: http://digitalcommons.iwu.edu/jwprcThis Event is brought to you for free and open access by The Ames Library, the Andrew W. Mellon Center for Curricular and FacultyDevelopment, the Office of the Provost and the Office of the President. It has been accepted for inclusion in Digital Commons @ IWU bythe faculty at Illinois Wesleyan University. For more information, please contact digitalcommons@iwu.edu.©Copyright is owned by the author of this document.Amy K. Atwood and Frederick B. Hoyt, Faculty Advisor, "Attitudes and Intentions of Undergraduates for Future AlumniActivity" (April 17, 2004). John Wesley Powell Student Research Conference. Paper 3.http://digitalcommons.iwu.edu/jwprc/2004/posters/3THE JOHN WESLEY POWELL STUDENT RESEARCH CONFERENCE - APRIL 2004 Poster Presentation P5 ATTITUDES AND INTENTIONS OF UNDERGRADUATES FOR FUTURE ALUMNI ACTIVITY Amy K. Atwood and Fredrick B. Hoyt* Department of Business Administration, Illinois Wesleyan University "Students hear the word alumni and don't relate. Their impressions of alumni associations are old, white-haired men driving big Cadillacs and having a lot of money" (Randall 2003) .  This common perception caused us to examine the attitudes and intentions of IWU students on their future alumni activity. The overall goal was to assist the IWU Alumni Office in developing a marketing and communications plan targeted at existing students. Information collected from preliminary focus groups helped in the creation of an attitudes and intentions survey given to 322 IWU students. Results from these questionnaires showed that students seemed knowledgeable about the fundraising needs of the university, but lacked sophistication about these needs. A targeted marketing campaign aimed at improving students' level of sophistication shows great potential for altering the apathetic attitudes some students have about donating back to their alma mater. Due to the lack of relevant literature on the topic and the serious need for increased funds at all universities, these results may aid university management in increasing finances from alumni. 

Attitudes and Intentions of Undergraduates for Future Alumni Activity

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Attitudes and Intentions of Undergraduates for Future Alumni Activity

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