This study solicited recommendations to improve The University of Toledo's (UT) donor recognition practices following its merger with the Medical University of Ohio (MUO). The sample included 1,469 randomly drawn contributors. The instrument was a mailed questionnaire. A response rate of 26% was realized. Responses revealed that giving philosophies and loyalties to UT influenced giving decisions for survey participants, while contact with UT administration and staff did not. Respondents were highly satisfied with aspects of the UT stewardship program. Events and club membership benefits were not highly valued. The researcher suggested that UT update its donor data base, develop forms of communication aligned with donor loyalties, and create events for newer donors to aid in donor retention. Recommendations included structuring gift clubs around members' common interests and loyalties.
This study contributes to the body of knowledge concerning donor recognition practices. It informs endeavors to improve fund raising performance at institutions of higher education.