When Perceptions Meet Motivations: Dynamic Donation Decisions

ABSTRACT Alumni contribute to better educational outcomes by giving to their alma maters and supporting institutional activities. While rational and emotional giving motivations have been extensively documented, little is known about how alumni's perceptions of organizations' environmental and organizational factors influence their giving motivations and decisions. To fill the research gap, this study typologizes giving motivations by examining three representative cases of Chinese universities and their alumni donors. The findings validate the new typology of giving motivations and provide evidence that alumni's perceptions of environmental and organizational factors impact their giving decisions by influencing their rational and emotional giving motivations.