Alumni can be of enormous value for higher education institutions because of the time and money they can spend on their former institution. Going beyond prior research that has as yet mostly considered alumni giving, this study focuses on exploring drivers for non-monetary alumni behavior (i.e., alumni …

This paper examines the importance of relationship marketing in the non-profit organisation, specifically focused on the alumni. Embracing the existing customers in an organisation is regarded to be more profitable in the long run. As non-profit organisations face a limited amount of resources, they …