College Alumni Donation Behavior-based Perspective Fundraising

In the process of highter education popularization,increasing education funding is an urgent problem for college. In this case, if colleges only rely on traditional sources of funds must affect the rapid development of higher education, so universities must open up various channels for raising education funding. Because the tradition,which respect for teachers and donor for college, fund-raising become a stable source,in many channels for college raise funds.However,because of late developde of Chinese fund-raising, fund-raising performance in China is significantly lower than foreign countries, so funding-raising can not play it should be role for the development of colleges. To Improve the fund-raising performance, we must seize the main fund-raising strength. the alumni ia a special group for colleges, which link as feelings.For colleges,alumni not only provide spiritual, intellectual support, but also important sources of material. Alumni are a valuable financial resource for college,but there exist a problem for a long time that college can not enough develop and use alumni resources. so researching the behavior and the psychology of alumni donations, you can further explore the potential of alumni as resources.At the same time, exploring donation psychological and characteristics of alumni, not only broaden thingking of alumni work, improved the level of alumni work provided better service for social and social development, but also enrich and develop the management theory of college.This paper make recommendations on college fund-raising on the basis of literature study and questionnaire survey of alumni donation. In the design of the survey of alumni,there are questions about four stages of college fund money,which are perceptions, motivation, behavior and the results, specifically including the purpose of soliciting, the contents of soliciting information,the presentation of soliciting information, the called channels of donations, donation motives, the way of donor activities, the transfering of donation, donations assessment criteria, and donations again and no longer donations ate ten questions to explore the psychology of alumni donations. Firstly summarized the situation of donations factors in the eyes of alumni by descriptive statistics analyzed. Then study the variance of understanding by different background alumni by analysis of variance, at last draw comprehensive conclusion through two research methods.Proposed the college fund-raising strategies on the basic of comprehensive analysis,and different strategie for different background alumni.at the same time put forward comprehensive proposals, that is, firstly colleges must done enough to improve strengh to improve their repution.secondly, college should build their own fund raising committee as a permanent body to deal with alumni.