Alumni Relationships in the Electronic Age: An Assessment of a Permission Based E-Mail Campaign
College Student Journal Volume 41, Number 4, ISSN 0146-3934
E-mail is seen as an inexpensive, fast way to communicate with university constituencies, especially alumni. The next logical stage for the use of this Internet technology is the development and evaluation of permission based e-mail (PBE) campaigns. In this paper, we directly examine recipient evaluation of PBE in the context of a university alumni association's relationship program. Results indicate that age, gender and current involvement with the alumni association influence evaluations of PBE. Additionally, even though recipients choose to receive e-mail communications from the alumni association, this does not necessarily mean that e-mail is the preferred means of communication. We also found a counterintuitive finding that older alumni, especially females, evaluate e-mail communications more positively than younger and older males as well as younger females. Implications of our results as well as directions for future research are presented. (Contains 1 figure.)
Moore, R.S. & McLaughlin, C.E. (2007). Alumni Relationships in the Electronic Age: An Assessment of a Permission Based E-Mail Campaign. College Student Journal, 41(4), 987-998.