What makes them want to give?: Factors that influence the propensity for alumni giving among students in online master\u27s programs

Post baccalaureate enrollment in the United States (which includes master\u27s, doctoral and professional programs) has increased to a high water mark of 2.9 million in 2010, while at same time online enrollment, particularly in master\u27s programs has also risen (Allum, Bell, & Sowell, 2012). According to Allen & Seaman (2005), forty-four percent of all schools offering face-to-face Master\u27s degree programs also offer them online. (p. 1). In fact, the sharp rise in enrollment in online master\u27s degree programs makes this population relevant for further study. However, when it comes to online master\u27s students as a niche-population, little is known . There remains more to learn about the quality of their student experience in the online environment and what overarching factors influence future behaviors such as alumni giving. Alumni giving rates among graduate students, compared to undergraduates, garners less attention due to historic and overall low giving levels. In general, alumni giving rates have steadily declined over the past 15 years. Typically, giving rates among graduate students haven\u27t increased to the level of significance among many development offices. However, given the growing size of the population enrolled in online master\u27s programs, institutions are encouraged not to ignore this subgroup and may in fact benefit from exploring what will make them want to give as alumni? Using a qualitative approach applied within a single site case (Johns Hopkins University), the factors that influence the propensity for alumni giving among students enrolled in online master\u27s programs at Johns Hopkins University are explored. The primary research questions for this study include: 1). What factors influence the propensity for alumni giving among graduate students enrolled in online master\u27s programs? 2). How does the online environment influence the propensity for alumni giving? 3). How can institutions influence the propensity for alumni giving among students in online master\u27s programs? Six critical factors emerged from the findings as those which influence the propensity for alumni giving among online master\u27s students: 1). Student satisfaction; 2). Sense of belonging; 3). Intrinsic motivation/pro social behavior; 4). Institutional prestige; 5). Teaching presence; and 6). Social presence. Each factor will be discussed with recommendations for institutional action and further research