TY - JOUR T1 - Millennials and Boomers: Increasing Alumni Community Affinity and Intent to Give by Target Market Segmentation JF - International Journal of Nonprofit and Voluntary Sector Marketing Y1 - 2015 A1 - McAlexander,Jim A1 - Koenig,Hal A1 - DuFault,Beth KW - Marketing AB - 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. VL - 21 UR - DOI: 10.1002/nvsm.1544 U2 - a U4 - 107214901248 ID - 107214901248 ER - TY - JOUR T1 - Advancement in Higher Education: The Role of Marketing in Building Philanthropic Giving Communities JF - Journal of Marketing for Higher Education Y1 - 2014 A1 - McAlexander,Jim A1 - Koenig,Hal A1 - DuFault,Beth KW - Marketing AB - 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. VL - 24 CP - 2 U2 - a U4 - 88007968768 ID - 88007968768 ER - TY - HEAR T1 - Borderlands: The Intersection of Liminality and Stable Third Place Y1 - 2014 A1 - McAlexander,Jim A1 - DuFault,Beth KW - Marketing JA - Consumer Culture Theory International Conference CY - Helsinki Finland U2 - c U4 - 88008945664 ID - 88008945664 ER - TY - JOUR T1 - The Marketization of Religion: Field, Capital, and Consumer Identity JF - Journal of Consumer Research Y1 - 2014 A1 - McAlexander,Jim A1 - DuFault,Beth A1 - Martin,Diane A1 - Schouten,John KW - Marketing AB - 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. CY - Madison Wisconsin VL - 41 CP - 3 U2 - a U4 - 107168692224 ID - 107168692224 ER - TY - HEAR T1 - Leaving an Identity-Central Community of Practice Y1 - 2013 A1 - McAlexander,Jim A1 - DuFault,Beth KW - Marketing JA - Consumer Culture Theory Conference CY - University of Arizona U2 - c U4 - 107202406400 ID - 107202406400 ER - TY - HEAR T1 - Leaving and Identity-Central Community of Practice Y1 - 2013 A1 - McAlexander,Jim A1 - Schouten,John A1 - DuFault,Beth A1 - Martin,Diane KW - Marketing JA - Consumer Culture Theory International Conference CY - Tucson AZ U2 - c U4 - 88009428992 ID - 88009428992 ER - TY - HEAR T1 - Our Scientific Heritage Y1 - 2013 A1 - McAlexander,Jim A1 - DuFault,Beth KW - Marketing JA - ACR North American Conference CY - Chicago U2 - c U4 - 88008992768 ID - 88008992768 ER - TY - HEAR T1 - A Sociohistoric Comparison of Citizen Scientists: From 18th Century England to 21st Century Antarctica Y1 - 2013 A1 - McAlexander,Jim A1 - DuFault,Beth KW - Marketing JA - Consumer Culture Theory International Conference CY - Tucson AZ U2 - c U4 - 88009058304 ID - 88009058304 ER - TY - HEAR T1 - Genius for Sale: The Conspicuous Consumption of Ideas Y1 - 2012 A1 - McAlexander,Jim A1 - DuFault,Beth KW - Marketing JA - Consumer Culture Theory International Conference CY - Oxford University U2 - c U4 - 88009312256 ID - 88009312256 ER -