July 18, 2010
Appeals to College Loyalty Are Not Enough to Engage Younger Alumni
The rising cost of college could spell trouble for college fund-raising offices.
At the same time colleges are fighting to reverse a trend of declining alumni participation, new data suggest that rising tuition costs, along with a belief that colleges don't really need the money, may be a major barrier in getting young alumni to give. If that holds true, colleges could see an even sharper drop-off in the percentage of alumni who make donations.
Findings from a new survey of
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