The relationship between alumni engagement factors and donations: the case of Notre Dame University-Louaize

Abstract

The Purpose of this study is to identify the relationship between the factors of alumni engagement and how the level of engagement will affect alumni donations in Notre Dame University Louaize. Thus enabling Lebanese universities, especially Notre Dame University- Louaize to better understand the alumni community, and hence cater to their needs through creating strategies that take the factors into consideration. The research design adopted a quantitative deductive approach and the results obtained, were through the data collected using statistical techniques. The sample was selected using a random probability that represents the entire population, our sample consisted of 355 respondents that were gathered through a survey. The results indicated that all the factors that we were testing had a positive impact on alumni engagement and alumni donations, hence all of our four hypothesis H1, H2, H3, and H4 were supported and our results aligned with the results of the literature review. The study was conducted during a severe economic crisis and during the outbreak of COVID-19, and might have slightly affected the responses of the respondents. The study was only conducted on the alumni community of a single university, and if the study was replicated by other higher education institution in Lebanon the results can be compared. The results will serve as a guide for the office of development and alumni affairs and NDU’s decision makers in formulating a strategy that tackles the most important factors of alumni engagement to help increase the level of alumni engagement the alumni have in regards to their alma mater and hence increasing the donations. In the Lebanese market few studies were conducted on the topic, highlighting the alumni factors of engagement and the relation to alumni donations. It will show how the alumni community differ in the factors that make them loyal and engaged to their alma mater.