Open AccessAbstract
Faced with declining student numbers and decreasing government grants, universities around Taiwan are increasingly compelled to search for alternative sources of revenue to meet their financial needs. Donations made by alumni constitute a major component of these supplemental sources of revenue. The purpose of this research was to determine the factors that influence alumni donations to universities, and to measure the relative importance of each of these factors. A survey of 510 alumni from four different universities of education was carried out, and the results demonstrate that while university of education alumni do indeed make generous donations, only 3.5% of their donations go to their alma mater. Moreover, different types of fundraising programs have dramatically different effects on different donor groups. Thus the use of several different fundraising programs, instead of one unified program, can enhance fundraising efficiency.