%0 Journal Article
%J International Journal of Nonprofit and Voluntary Sector Marketing
%D 2015
%T Millennials and Boomers: Increasing Alumni Community Affinity and Intent to Give by Target Market Segmentation
%A McAlexander,Jim
%A Koenig,Hal
%A DuFault,Beth
%K Marketing
%X This paper reports on research that seeks to improve our understanding of issues that impact upon the philanthropic gifts of university alumni. Prior research has examined such alumni characteristics as wealth and affinity to the alma mater. Such findings have guided development professionals to conduct different kinds of research that can reveal aspects of affluence (e.g., real estate holdings, professional positions) and institutional engagement (e.g., membership in alumni associations, season tickets to sporting events). This information is housed in databases which can be accessed by the fundraisers. The current research seeks to extend our understanding by examining the potential differences between generations. This article examines survey responses from university alumni in two age cohorts from two large comprehensive universities in the United States. Respondents were asked questions that inquired about their affinity toward their alma mater, intentions to give as well as alumni interest in participating in or attending different events at the university. Significant differences between younger and older alumni were found within each topic. From these results, the importance of market research and applications of alumni segmentation specifically, are discussed for administrators and advancement professionals.
%B International Journal of Nonprofit and Voluntary Sector Marketing
%V 21
%P 82-95
%8 2015
%G eng
%U DOI: 10.1002/nvsm.1544
%2 a
%4 107214901248
%$ 107214901248

%0 Journal Article
%J Journal of Marketing for Higher Education
%D 2014
%T Advancement in Higher Education: The Role of Marketing in Building Philanthropic Giving Communities
%A McAlexander,Jim
%A Koenig,Hal
%A DuFault,Beth
%K Marketing
%X This paper empirically explores ways in which marketers of higher education can contribute to the important task of cultivating alumni philanthropy. Advancement professionals understand that philanthropy is influenced by wealth and affinity. As marketers, we anticipate that our contribution resides with investments in building affinity. Using survey data that measures the affinity of alumni of a large US university that have been commercially screened to reveal individual wealth, this paper provides empirical evidence of the relative contributions of affinity and wealth to giving. Logistic regression analysis reveals that affinity has a greater impact on predicting the likelihood of giving than other variables, including prior-giving and wealth. Important to marketers, this study emphasizes the importance of building affinity and it also uncovers obstacles to affinity formation. This information can be used to bridge and repair alumni relationships with their alma-mater and inform segmented marketing communications to foster alumni enthusiasm for giving.
%B Journal of Marketing for Higher Education
%V 24
%P 243-257
%8 2014
%G eng
%N 2
%2 a
%4 88007968768
%$ 88007968768

%0 Generic
%D 2014
%T Borderlands: The Intersection of Liminality and Stable Third Place
%A McAlexander,Jim
%A DuFault,Beth
%K Marketing
%B Consumer Culture Theory International Conference
%C Helsinki Finland
%8 2014
%G eng
%2 c
%4 88008945664
%$ 88008945664

%0 Journal Article
%J Journal of Consumer Research
%D 2014
%T The Marketization of Religion: Field, Capital, and Consumer Identity
%A McAlexander,Jim
%A DuFault,Beth
%A Martin,Diane
%A Schouten,John
%K Marketing
%X Certain institutions traditionally have had broad socializing influence over their members, providing templates for identity that comprehend all aspects of life from the existential and moral to the mundanely material. Marketization and detraditionalization undermine that socializing role. This study examines the consequences when, for some members, such an institution loses its authority to structure identity. With a hermeneutical method and a perspective grounded in Bourdieu�s theories of fields and capital, this research investigates the experiences of disaffected members of a religious institution and consumption field. Consumers face severe crises of identity and the need to rebuild their self-understandings in an unfamiliar marketplace of identity resources. Unable to remain comfortably in the field of their primary socialization, they are nevertheless bound to it by investments in field-specific capital. In negotiating this dilemma, they demonstrate the inseparability and co-constitutive nature of ideology and consumption.
%B Journal of Consumer Research
%C Madison Wisconsin
%V 41
%P 858-875
%8 2014
%G eng
%N 3
%2 a
%4 107168692224
%$ 107168692224

%0 Generic
%D 2013
%T Leaving an Identity-Central Community of Practice
%A McAlexander,Jim
%A DuFault,Beth
%K Marketing
%B Consumer Culture Theory Conference
%C University of Arizona
%8 2013
%G eng
%2 c
%4 107202406400
%$ 107202406400

%0 Generic
%D 2013
%T Leaving and Identity-Central Community of Practice
%A McAlexander,Jim
%A Schouten,John
%A DuFault,Beth
%A Martin,Diane
%K Marketing
%B Consumer Culture Theory International Conference
%C Tucson AZ
%8 2013
%G eng
%2 c
%4 88009428992
%$ 88009428992

%0 Generic
%D 2013
%T Our Scientific Heritage
%A McAlexander,Jim
%A DuFault,Beth
%K Marketing
%B ACR North American Conference
%C Chicago
%8 2013
%G eng
%2 c
%4 88008992768
%$ 88008992768

%0 Generic
%D 2013
%T A Sociohistoric Comparison of Citizen Scientists: From 18th Century England to 21st Century Antarctica
%A McAlexander,Jim
%A DuFault,Beth
%K Marketing
%B Consumer Culture Theory International Conference
%C Tucson AZ
%8 2013
%G eng
%2 c
%4 88009058304
%$ 88009058304

%0 Generic
%D 2012
%T Genius for Sale: The Conspicuous Consumption of Ideas
%A McAlexander,Jim
%A DuFault,Beth
%K Marketing
%B Consumer Culture Theory International Conference
%C Oxford University
%8 2012
%G eng
%2 c
%4 88009312256
%$ 88009312256