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.

Nakamoto, Shawn E.

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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2017-12-ma-nakamoto.pdf (471.69 KB)

Date

2017-12

Authors

Nakamoto, Shawn E.

Department

Communication

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.

URI

http://hdl.handle.net/10125/62271

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M.A. - Communication

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