The Psychology of Financial Giving: Values Congruence and Normative Organizational Commitment as Predictors of Alumni Monetary Donations to Higher Education

Many universities around the world depend on financial donations to maintain and enhance their operations. We propose that donating money an organization is a specific form of organizational citizenship behavior. theorize perceived values congruence between alumni colleges/universities normative commitment each provide motivation for people donate money. tested our hypotheses using from private college in USA, measuring both amount as well frequency college. also measured self-reports commitment. found empirical support positive relationship giving. Values congruence, however, was not related giving behavior; fully mediated alumnus’ behaviors. Higher education organizations members sustain operations might focus advancement efforts developing perception potential donors, and/or by stimulating sense obligation give back colleges which they have previously derived benefits.