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Motivations For Charitable Giving Among Generations X And Y: Applying An Extended Theory Of Planned Behavior To Independent School Alumni, Elizabeth L. Harvard
Motivations For Charitable Giving Among Generations X And Y: Applying An Extended Theory Of Planned Behavior To Independent School Alumni, Elizabeth L. Harvard
School of Professional and Continuing Studies Nonprofit Studies Capstone Projects
Generational shifts in wealth, perspective and influence are forcing private schools, and colleges and universities to grapple with how to establish productive alumni relationships for long-term financial sustainability. Empirical data about Generation X and Y’s motivations to donate is limited and not easily accessible. An extended Theory of Planned Behavior (TPB) was used to measure the influence of attitude, perceived behavioral control, social norms, and past behavior on intention to donate among Gen X and Y alumni of private schools in Virginia. Respondents (N=504) were born between 1965-1980 and 1981-1995 respectively. The results demonstrated that attitude, perceived behavioral control, moral …