Date Approved
4-2021
Graduate Degree Type
Project
Degree Name
Social Innovation (M.A.)
Degree Program
Integrative, Religious, and Intercultural Studies
First Advisor
Wendy Burns-Ardolino
Academic Year
2020/2021
Abstract
A reciprocal relationship is based on a mutual exchange of goods, services, and support. Within the work of an alumni relations office, building and facilitating reciprocity between alumni and their alma mater summarizes the work. However, stereotypically, the relationship an alumnus/alumna has with their alma mater would not be described as reciprocal. Rather, it may be seen as single-sided, the university constantly asking alumni for their time, talent, and treasure. Thus, this qualitative, exploratory study utilized alumni interviews to determine the perception alumni have of their relationship with their alma mater. The study results suggest alumni do perceive their relationship with their alma mater as reciprocal and view the alumni relations office as the connector between the respective parties. Additionally, the findings allude to the interpretation of reciprocal offerings, the social impact alumni desire to provide, and the influence of brand communities on the relationship.
ScholarWorks Citation
Geurink, Courtney, "Evaluating Alumni Perceptions of Reciprocity with Their Alma Mater" (2021). Culminating Experience Projects. 45.
https://scholarworks.gvsu.edu/gradprojects/45
