Graduation Year
2016
Document Type
Thesis
Degree
M.A.
Degree Name
Master of Arts (M.A.)
Degree Granting Department
Mass Communications
Major Professor
Kelly Page Werder, Ph.D.
Committee Member
Scott Liu, Ph.D.
Committee Member
Roxanne Watson, Ph.D.
Keywords
community college, philanthropy, relationships, alumni, public relations
Abstract
This study tests a model that combines relationship management theory and the theory of reasoned action. Through the collection of quantitative and qualitative data, this study provides deeper understanding of the relationship between community college students and the institution, and identifies aspects of the relationship that most influence behavioral intention to give to the institution. Using this information, public relations practitioners will be able to strategically improve areas of deficiency in the community college-student relationship, thereby increasing the likelihood that today’s students will become tomorrow’s philanthropic alumni.
Scholar Commons Citation
Pleasant, Rachel Faith, "Cultivating Philanthropy in Community Colleges: A Dual-Model Approach" (2016). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/6355
