Determinants of donor behavioral intention among UUM alumni

Faced with a tight budget, public universities are now looking at alternative ways to raise funds and one possible source is the university alumni. The purpose of this study is to examine the relationship between the attitude of donor behaviour, peer pressure, university brand personality and religiosity with donor behavioural intention of Universiti Utara Malaysia (UUM) alumni. A set of questionnaire, based on the
extended theory of planned behaviour model which included religiosity, was distributed to the alumni. The opinions of relevant experts and professors were used to validate the questionnaire. The data were analysed using Smart PLS-a software with graphical user interface for variance-based structural equation modeling (SEM) using the partial least squares (PLS) method. The finding reveals that attitude of donor behaviour, peer pressure; university brand personality and religiosity have a significant positive relationship with donor behavioural intention. The findings are useful for the university management to design strategies according to the behaviour of the alumni which could help increase the donation percentage. The funds raised will enable the
university to maintain its reputation and quality. It is suggested that future studies should include alumni from all public universities in Malaysia.