Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/62271

To Larger Truth and Service Our Alma Mater Calls. An Analysis of Marketing and Communications Strategies and Messages Designed to Foster Pride and Raise Philanthropic Support Among University of Hawaii at Manoa Alumni.

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Title:To Larger Truth and Service Our Alma Mater Calls. An Analysis of Marketing and Communications Strategies and Messages Designed to Foster Pride and Raise Philanthropic Support Among University of Hawaii at Manoa Alumni.
Authors:Nakamoto, Shawn E.
Contributors:Communication (department)
Date Issued:Dec 2017
Publisher:University of Hawaiʻi at Mānoa
Abstract:Much research has been produced on generational differences and how these specific
characteristics affect all aspects of living – work, education, voting, consumerism, and even
relationships. How do generational differences affect philanthropy, particularly as it pertains to
higher education?
Like many public universities across the nation, the University of Hawaiʻi at Mānoa
struggles financially. As such, UH Mānoa relies on financial support from the University of
Hawaiʻi Foundation (UHF) which serves as the philanthropic arm for the UH System. Part of
UHF’s fundraising success comes from graduates of UH Mānoa.
The results of this research indicate that UHAA and UHF do not specifically target
millennial alumni in their efforts to “friendraise” and fundraise. The qualitiative interviews with
UHAA and UHF leadership showed that marketing to this younger audience has not been part of
its strategic direction. The millennial alumni focus group was much more vocal than the UHAA
and UHF leaders about how they wish to be communicated to by UHAA and UHF and how they
would like to engage beyond just being a donor. The content analysis revealed that current
publications and emails targeted at UH Mānoa alumni rarely provide messaging that is targeted to
millennial alumni.
This research on millennial alumni giving and engagement is important to help the
University of Hawaiʻi Alumni Association (UHAA) better understand young Mānoa alumni and
to find creative ways to cultivate engagement and build stronger relationships. Having engaged
alumni is important as Mānoa struggles to recruit Hawaiʻi students to attend the stateʻs only
Research 1 public university. At the same time, it behooves UHAA and UH Mānoa to understand
what motivates alumni, particularly millennial alumni, to donate or support their alma mater.
With nearly 185,000 UH Mānoa alumni around the world, the potential to raise money from this
segment is significant. Additionally, increasing alumni giving has other benefits, such as boosting
the ranking of UH Mānoa in surveys such as the annual U.S. News & World Report College
Rankings, which is important to student recruitment efforts.
Description:M.A. Thesis. University of Hawaiʻi at Mānoa 2017.
URI:http://hdl.handle.net/10125/62271
Rights:All UHM dissertations and theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission from the copyright owner.
Appears in Collections: M.A. - Communication


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