| The changing U.S. demographics signal a growing change in student demographics on our college and university campuses. Today's underrepresented students will become tomorrow's alumni, a growing source of financial support to higher education. As the Latino population grows, it is important to understand how to best engage this group to encourage institutional giving by Latino alumni.;This study was designed to explore any relationship between institutional commitment to diversity and Latino alumni giving, and what institutions can do to create a culture which promotes minority alumni giving. Through a qualitative case study of Loyola Marymount University (LMU)---a private, non-profit university ---this research explored historical and current commitment to diversity, along with perspectives on giving among constituents.;LMU was selected based on its status as an emerging Hispanic Serving Institution, along with its healthy alumni participation in the annual fund. Data for this study were compiled through on-site and phone interviews of faculty, staff, and alumni, along with extensive website, brochure, and archival review of materials.;The data demonstrate that LMU exhibits a long-standing commitment to diversity, broadly defined. Despite increasing support of the Latino population in recent decades, giving levels of Latino alumni pale in comparison to those of the greater LMU alumni population. While Latino alumni donors interviewed choose to direct gifts toward the needs of Latino students through the Latino Alumni Association (LAA), a greater number of Latino alumni make gifts to activities outside of LAA.;Furthermore, the study revealed that the university actively promotes diversity education through formal and informal practices and, in keeping with its Jesuit traditions, educates its students in the promotion of social justice. The university, however, has not established a culture of philanthropy to encourage financial support by its constituents. Such teachings could be instrumental in increasing future alumni participation in giving.;Based on the results of this study, institutions might incorporate elements of diversity and philanthropic education into their programming and culture to increase the likelihood that their Latino alumni---and possibly other minority alumni---will feel grateful and connected to their alma mater such that they will give back financially. |
