Motivating Factors That Influence Millennial Alumni Giving at Florida A&M University

This dissertation examines the distinct motivational variables that impact philanthropic contributions among millennial graduates of Florida Agricultural and Mechanical University (FAMU). This study focuses on examining the philanthropic behaviors of millennial graduates from FAMU, with a particular emphasis on understanding the significant impact of alumni gifts on preserving and improving the quality of education and facilities at institutions. This study uses a qualitative methodology to collect comprehensive and detailed data by conducting in-depth interviews. The main aim of the study is to determine the principal reasons that drive younger alumni to make financial contributions to their alma mater. This study analyzes the interaction between different factors, including personal connection, perceived influence of donations, alumni involvement, and communication tactics employed by the university. The data demonstrate an intricate and diverse array of motivators. A strong emotional connection to FAMU arises from favorable experiences during undergraduate studies, exerting a significant influence. Nevertheless, the study also reveals a significant inclination among millennials towards openness and concrete outcomes resulting from their contributions. The research additionally suggests that this generation highly values communications and efforts that are specifically tailored to their personal and professional objectives. The dissertation ends with strategic suggestions for FAMU to successfully involve millennial alumni. The approach supports the advancement of customized communication tactics, cultivating an ongoing and significant bond with former students, and establishing specific donation avenues that align with the values and interests of the millennial generation. These tactics are crucial for improving millennial alumni donations at FAMU and can also offer significant insights for other colleges aiming to foster a culture of philanthropy among younger alumni groups.