Untapped Potential: Seeking Library Donors among Alumni of Distance Learning Programs

Abstract

In recent years, decreases in higher education budgets have forced academic libraries to rely more heavily on philanthropy in order to operate or expand collections. Alumni are the most obvious potential donors to an academic library. Many alumni recognize the library as part of their higher education experience and are happy to give to the library. For many institutions with distance learning programs, a growing number of alumni have never been to campus or have rarely visited but they may use and appreciate library services. However, few academic libraries have attempted to tap this source of potential donors. This article examines the possibilities of soliciting donations from graduates of distance learning programs who were users of library resources.

Content Analysis of Canadian Academic Library Gift and Donation Webpages

“…In general, the literature agrees that gifts and donations provide a valuable service to libraries as a way to add to or enhance a library's collection (Koroloev, 2002;de Parades, 2006;Sibley, 2009;Edem, 2010;Williams, 2014), as an opportunity to increase a library's budget with monetary gifts (Korolev, 2002;Martin, 2000;Casey & Lorenzen, 2010) and as a way of improving public relations which may lead to more substantial donations in the future (Korolev, 2002;Wedgeworth, 2000).…”

“…These donors could be offended if a librarian does not feel the same way, which could negatively impact public relations (Bybee, 1999, Korolev, 2002DeWitt, 1988). Bybee (1999) and Casey and Lorenzen (2010) …”

Finding Alternative Sources of Revenue

“…Libraries have a long history of fundraising, as detailed by Casey and Lorenzen (2010), but Latour (1997), Wedgeworth (2000), Martin (2000b), and Steele and Elder (2000) have noted that little actual research has been done on the topic as it relates to libraries.…”

“…"Online giving grows every year, and there's every reason to assume that growth will continue," according to the Toolkit, which offers tips for encouraging online giving (ALA, 2011a, p. 25). Casey and Lorenzen (2010) identified alumni of distance learning programs (who may have relied heavily upon libraries' online resources and services) as a largely untapped source of donations to academic libraries. "As students who are generally older and perhaps more financially solvent, distance learning alumni may be prepared to donate to the library as soon as they graduate rather than years down the line after they established themselves financially," Casey and Lorenzen wrote (2010, p. 524).…”

The recession, budgets, expectations and realities

“…In actuality, this is not an unheard of practice as up to the decade of the 1950s private funding was commonplace for publicly-funded libraries. Slowly, over the last three decades, there has been a shift back towards libraries seeking private benefactors (Casey and Lorenzen, 2010). It should be noted that fundraising need not be just for immediate financial needs but can also lay the groundwork for a lasting relationship between the donor and the library (Miller, 2010).…”