A Study On The Present Situation Of College Alumni Donations Influence Factors And Countermeasures

Shortage of education funds is one of the reasons for the further development of colleges and universities in our country. Under the background of limited state financial input, our colleges and universities in China have sought to the diversification of education funding sources. Among them, the alumni donation has become an important way for universities to obtain multi-channel fund in universities, and became a vital supplement of the financial input in education.Alumni resources are precious wealth of universities. Foreign university alumni donations for research started early, relevant research can be traced back to the 1950s, by the study of past alumni characteristics, behaviors gradually transformed into the study of alumni’s identity and loyalty. At abroad, the study of alumni donations not only started early and developed rapidly, but gradually established a systematic alumni donation management system in practice, which undoubtedly further promoted the development level of foreign university alumni donation. While in China, alumni donations for research started late and developed slowly, only a few universities have higher donation rate. Furthermore, obvious regional differences exist in university alumni donations at home. The study of college alumni donation in our country is still in its early stages, but gradually began to attach importance to the study of psychology and other alumni. From the current situation of our alumni donations, the writer combined with social identity theory, social capital theory, QOS theory and so on, summarized and analyzed the influence factors of university alumni donation, then took X colleges for example. After clearing the influence factors of alumni donations, the writer put forward to improving measures of managing our university alumni and alumni donations targetedly. which will help to further improve the relevant theory university alumni donations, more conducive to improve the level of China’s colleges and universities in alumni donations. This paper held the view that the formulation of relevant policies in domestic universities alumni donations and implementation requires a comprehensive system to start from several aspects, that is organizational and cultural development, monitoring and evaluation, and make them integrated, developed comprehensively. Meanwhile, the universities should pay attention to the maintenance and nurturing alumni resources to enhance the school’s alumni identity and gratitude for complex professional norms and alumni work, and to establish a sound platform for alumni donations and recycling mechanisms in multi-pronged approaches ultimately.