Do Alumni of Online Programs Give More than Alumni of On-Campus Programs?.

This multi-institutional study examined the giving patterns of alumni of online degree programs as compared to alumni of campus-based degree programs. Similarities and differences were statistically examined relative to the act of giving as well as the amount given to the respective institution by alumni within three years of the most recent degree conferred. Five institutions participated in this study. Results suggest that alumni of online degree programs tended to donate early after graduation. In the case of one institution, alumni of online programs donated up to 12 percent more than alumni of on-campus programs within the first three years of most recent degree earned at the institution. In contrast, alumni of on-campus degree programs tended to donate over a longer period time than did alumni of online programs. Five institutions expressed interest in participating in the study but were unable to participate due to lack of data segmentation. One recommendation of this study is that institutions develop effective ways to identify students in online programs so that alumni relations and development officers can effectively track those students as alumni after they graduate. Introduction In 2015, nearly twenty million students enrolled in higher education, and 14.4% of them were studying exclusively online (U.S. Department of Education, Institute of Education Sciences, National Center for Education Statistics, 2018). In 2002, fewer than 10% of college students were enrolled in at least one online course; in 2015, close to 30% of college students were enrolled in at least one online course (Allen and Seaman, 2017, p. 11). As online programs grow in number and variety, so too will the number of alumni of such programs. Alumni of online degree programs donate— sometimes significantly—to the institutions from which they receive degrees (Morrison, 2013). The majority of research on alumni behavior has focused on alumni of on-campus degree programs (Massey, 2017). There is very little empirical data available about the giving patterns of alumni of online programs. Given the growth of student engagement in online courses and programs, it is in the best interest of institutions of higher education—especially those that rely heavily on alumni giving—to better understand the impact of program modality on alumni behavior. In an effort to begin to address this issue, this multi-institutional study explored similarities and differences in the act of giving and amounts given across alumni in similar programs offered online and on-campus. The main research question was this: What similarities and/or differences are there in the giving patterns of alumni of online degree programs as compared to the giving patterns of alumni of primarily campus-based programs? The study’s sub-questions were as follows: 1. Is there a significant difference in the percentage of alumni of online programs compared to alumni of campus-based programs who make a gift within the first, second, and third years from graduation? 2. Are the monetary amounts of post-graduation fiscal gifts on the part of alumni within the first, second, and third years from graduation significantly different between graduates of online programs and graduates of campus-based programs? In this study, online education was defined as an academic program where 100% of the program is online and can only be completed online. Oncampus education was defined as a program where a student completed most of his/her program's requirements in face-to-face classes that occurred oncampus. Comparisons were made across a variety of disciplines provided the institution offered the program (or a comparable program) both online and on-campus.