%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 2007 %T Alumni Giving: Cultivating Connections that Build Commitment %A Koenig,Hal %A McAlexander,Jim %K Marketing %B Symposium for the Marketing of Higher Education %C San Diego, CA %8 2007 %G eng %2 c %4 14290022401 %$ 14290022401 %0 Generic %D 1993 %T Antecedents of Power in a Channel of Distribution %A Koenig,Hal %K Marketing %B AMA Winter Educators' Conference %C Newport Beach, CA %8 1993 %G eng %2 c %4 647645184 %$ 647645184 %0 Journal Article %J Journal of Education for Business %D 1993 %T Applying Total Quality Management to Business Education %A Brown,Daniel J. %A Koenig,Hal %K Marketing %X The experience of gathering feedback from students to implement total quality management (TQM) strategies in collegiate business school is discussed. The faculty found the TQM approach to be useful for recognizing needed improvements. %B Journal of Education for Business %V 68 %P 325-329 %8 1993 %G eng %N 6 %2 a %4 647598080 %$ 647598080 %0 Generic %D 1993 %T Attracting and Retaining Dental Patients %A Koenig,Hal %A McAlexander,Jim %K Marketing %B DMC Professional Services Program, Oregon State University %C Corvallis, OR %8 1993 %G eng %2 c %4 647667712 %$ 647667712 %0 Generic %D 1987 %T Assessing Unidimensionality, Discriminant and Convergent Validity: A New Approach in Marketing %A Koenig,Hal %A Hampton,Ronald %A Brown,James R. %K Marketing %B Academy of Marketing Science Conference %C Miami, FL %8 1987 %G eng %2 c %4 647651328 %$ 647651328