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Explaining The Alumni Relationship And Giving Tendencies Of Multigeneration Alumni Legacy Families At Marquette University, Lauren Edmonson

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This research examines the donative relationship legacy alumni of Marquette University have with their alma mater. As universities are relying more heavily on donations to finance portions of their budgets, university administration has invested heavily in fundraising offices to identify alumni with strong giving potential. Legacy alumni are a deeply emotionally vested group, with a high giving potential. Previous research has focused on the different determinants of alumni giving; this research focuses specifically on the different generations of legacy families at Marquette (1st, 2nd, 3rd, 4th) and how their donative nature differs from non‐legacy constituents and from each other. Also …