Colleges, universities need to revamp strategies for attracting young alumni donors

2020 ◽  
Vol 2020 (368) ◽  
pp. 6-6
Keyword(s):  
Alumni Donors ◽  
Young Alumni

Characteristics of alumni donors and nondonors at a Research I, public university

1995 ◽  
Vol 36 (3) ◽  
pp. 283-302 ◽  
Author(s):  
Alton L. Taylor ◽  
Joseph C. Martin
Keyword(s):  
Public University ◽  
Alumni Donors

Characteristics of Alumni Donors Who Volunteer at their Alma Mater

2007 ◽  
Vol 49 (3) ◽  
pp. 274-292 ◽  
Author(s):  
David J. Weerts ◽  
Justin M. Ronca
Keyword(s):  
Alma Mater ◽  
Alumni Donors

Building Marketing Relationships on Twitter

2013 ◽  
Vol 3 (1) ◽  
pp. 32-46
Author(s):  
Brandi A. Watkins ◽  
Regina Lewis
Keyword(s):  
Social Media ◽  
Relationship Marketing ◽  
Relationship Building ◽  
Prospective Students ◽  
Alumni Donors ◽  
Marketing Relationships ◽  
Communication Interaction ◽  
Original Message ◽  
Twitter Activity ◽  
Marketing Approach

The current study applies a relationship marketing approach to examine how universities use Twitter to communicate with their audiences. To explore social media strategies related to top-ranked universities’ Twitter activity, Kotler’s (1992) model of five levels of relationship building was refined and operationalized. A content analysis of 1375 tweets distributed by 22 universities was conducted to evaluate the level of relationship building that universities establish through social media in order to engage with current and prospective students, alumni, donors, and external audiences. The authors conclude that top-ranked universities are more likely to engage primarily in reactive relationship building, which can be characterized as the broadcast of an original message with opportunities for followers to initiate post-communication interaction. Results of the message orientation analysis reveal that the vast majority of tweets in the sample were used to give opinion, suggestion, or information.

Sign in / Sign up

Export Citation Format

Share Document