This dissertation sought to provide a better understanding of early alumnus identity at a public Midwestern university. Unlike a majority of alumni studies, this study used a qualitative case study methodology to examine alumni identity among participants through the use of personal interviews. Participants were 10-11 years post graduation from the same large Midwestern public university. Interview questions examined their identity as an alumna or alumnus through discussion of their level of engagement at their alma mater during their undergraduate years, their level of engagement with formal and informal alumni activities since, and their overall satisfaction with their professional and social experiences since graduation. The qualitative methodology allowed for deeper examination of the significant factors contributing to a salient alumni identity while still allowing for other themes and factors to emerge from the data. The theoretical frame for analysis was based in the Identity Salience Model of Relationship Marketing Success proposed by (Arnett, German, and Hunt, 2003). Based on their conclusions, those who exhibit higher identity salience as an alumnus (as a function of participation, prestige and satisfaction) are more likely to donate to and promote the institution. Given their findings, the results of this dissertation on early alumni identity have implications for fundraising. The key findings of this dissertation are as follows: 1) PMU alumni describe their experience as alumni primarily in terms of informal peer-social groups (i.e. close friends). 2) Alumni perceptions of academic and work preparation appear to play an important role in how they understand their college experience and frame their experience since graduation. 3). Other's perceptions of PMU appear to influence alumni perceptions of institutional quality and value. Implications of the findings and recommendations for practitioners can be found at the conclusion of the study.
Read
