In 2012 Colorado College has a low rate of alumni giving of less than 19%. The top colleges in this category boast a rate of more than 50%. At this time, Colorado College is a highly selective and competitive private liberal arts college. In 2012, philanthropic giving to institutions of higher education totaled more than $31 billion. This study seeks to identify the motivations of Colorado College alumni to give philanthropically to their alma mater. A survey used by Hubert (2009) was modified and sent out to 1000 CC alumni. Five groups of alumni were targeted: those who give regularly, those who used to give but no longer do so, those who have never given, alumni who live outside the state of Colorado, and alumni who live in Colorado. In addition, different direct mailing strategies were used to attempt to influence response rates. This study finds that the major motivations of charitable giving among CC alumni are loyalty to the institution, the establishment of a relationship with the institution, and financial security.
Today, thanks to reduced state and federal funding, alumni donation participation not only plays a pivotal role in the national ranking and prestige of a given college, it is a critical source of income necessary for institutional stability. How, then, can a college like Colorado College (CC) distinguish itself; attracting and identifying more potential alumni donors? Using Advancement Services data from CC on roughly 25,000 alumni between the years 2012 and 2017, this study builds on previous econometric models to investigate and predict patterns of giving as they relate to individual characteristics and various Corporate Social Responsibility (CSR) initiatives. While the majority of individual level findings are consistent with past research, explorations of philanthropic giving tied to CSR and corporate match programs as well as specific institutional projects and funds lead to significant conclusions which warrant continued review to aid in effective donation practices.