“…With the increasing competitiveness in the market, combined with rising educational costs and reductions in student fi nancial aid, college and university alumni are ever more essential in providing fi nancial support to their institutions ( Briechle, 2003 ;Liu, 2006 ;Weerts and Ronca, 2007 ). Research on giving to higher education generally has focused on predicting the factors and characteristics of alumni who give (e.g., Taylor and Martin, 1995 ;Baade and Sundberg, 1996 ;Okunade and Berl, 1997 ;Belfi eld and Beney, 2000 ;Clotfelter, 2003 ;Weerts and Ronca, 2007 ), the institutional and macroeconomic factors in explaining variations in giving (e.g., Briechle, 2003 ;Gunsalus, 2004 ;Liu, 2006 ), alumni motivation for giving (e.g., Diamond and Kashyap, 1997 ;Weerts and Ronca, 2007 ), fundraising practices in higher education (e.g., Harrison, 1995 ;Harrison et al , 1995 ), and the determinants of donor revenue (e.g., Cunningham and Cochi-Ficano, 2001 ; see review of literature in Liu, 2006 ).…”