Alumnae Giving and the Internet: An Exploration of Women and ePhilanthropy

Alumnae Giving and the Internet: An Exploration of Women and ePhilanthropy Public Deposited

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Abstract

Previous studies indicate gender differences in both Internet usage and general philanthropic giving. Through a survey of alumni at the University of North Carolina at Chapel Hill, this study seeks to identify how gender differences are reflected when the Internet and philanthropy are combined. Gender differences in philanthropy on the Internet are examined from a public relations perspective, focusing on the importance of relationships and incorporating relevant public relations theories. Findings from this study suggest that there are no significant differences between men and women in their attitudes toward the Internet as a fund-raising and relationship-building tool. The results do indicate, however, that e-mail and the Internet are quickly becoming important communication channels in development and fund raising. Implications for development officers and fund raisers are discussed.

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