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Using classification trees to predict alumni giving for higher education

Author

Listed:
  • David Weerts
  • Justin Ronca

Abstract

As the relative level of public support for higher education declines, colleges and universities aim to maximize alumni-giving to keep their programs competitive. Anchored in a utility maximization framework, this study employs the classification and regression tree methodology to examine characteristics of alumni donors and non-donors at a research-extensive university in the United States. The study suggests that levels of giving relates to household income, religious background, degree and venue in which the alum keeps in touch with the campus, alumni beliefs about institutional needs, and the number of institutions competing for alumni gift dollars. Implications for future research and practice are discussed.

Suggested Citation

  • David Weerts & Justin Ronca, 2009. "Using classification trees to predict alumni giving for higher education," Education Economics, Taylor & Francis Journals, vol. 17(1), pages 95-122.
    • Handle: RePEc:taf:edecon:v:17:y:2009:i:1:p:95-122
    DOI: 10.1080/09645290801976985
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    Citations

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    Cited by:

    1. Bao, Jingyuan & Durango-Cohen, Elizabeth J. & Levontin, Liat & Durango-Cohen, Pablo L., 2022. "Analysis of factors influencing recurring donations in a university setting: A compound poisson mixture regression model," Journal of Business Research, Elsevier, vol. 151(C), pages 489-503.
    2. Donald G. Gardner & Jon L. Pierce, 2022. "The Psychology of Financial Giving: Values Congruence and Normative Organizational Commitment as Predictors of Alumni Monetary Donations to Higher Education," Societies, MDPI, vol. 12(4), pages 1-13, August.
    3. James H. McAlexander & Harold F. Koenig & Beth DuFault, 2014. "Advancement in higher education: the role of marketing in building philanthropic giving," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(2), pages 243-256, December.
    4. Aftab Dean & John Graeme McLean, 2023. "Adopting Measures to Increase Alumni Donations at Prestigious Universities," International Journal of Business and Management, Canadian Center of Science and Education, vol. 16(12), pages 1-27, February.
    5. Roderick Graham & Danielle Taana Smith, 2011. "Internet as Digital Practice: Examining Differences in African American Internet Usage," Future Internet, MDPI, vol. 3(3), pages 1-19, July.
    6. Durango-Cohen, Elizabeth J. & Torres, Ramón L. & Durango-Cohen, Pablo L., 2013. "Donor Segmentation: When Summary Statistics Don't Tell the Whole Story," Journal of Interactive Marketing, Elsevier, vol. 27(3), pages 172-184.

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