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Cultivating Connectedness, Positive Morale, and Philanthropic Inclination Among 21st-Century College Alumni Through Web-based Video Communications Open Access

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Cultivating Connectedness, Positive Morale, and Philanthropic Inclination Among21st-Century College Alumni Through Web-based Video CommunicationsThis study sought to investigate the degree to which watching a nostalgic, Web-based video about common undergraduate experiences at their alma mater would increase 21st-Century college graduates' feelings of connectedness to, positive morale regarding, and willingness to financially support that institution. A Web-based survey instrument (Appendix A) consisting of 12 items was used to collect quantitative data from randomly selected and assigned treatment and control groups. That instrument was administered to treatment group (n = 67) members after they viewed a short, Web-based video. The instrument was also administered to control group (n = 69) members who did not receive the video treatment. Chi Square tests of proportion were used to compare certain demographics of this study's control and treatment groups. The results of those tests indicated sufficient similarity between this study's treatment and control groups. Chi Square Goodness of Fit tests were used to compare this study's sample to the population from which it was drawn. The results of the Chi Square Goodness of Fit tests indicated that this study's sample was sufficient for making inferences about the population from which it was drawn. Two-tailed, two independent samples t-tests were conducted to answer this study's research questions. The results of the two-tailed, two independent samples t-tests indicated statistically significant difference in the levels of connectedness and philanthropic inclination reported by treatment and control group members. Those who viewed the video treatment prior to completing the survey instrument reported stronger feelings of connectedness and philanthropic inclination toward their alma mater than did those who completed the instrument without viewing the video treatment. These findings indicate that 21st-Century college graduates' feelings of connectedness to and willingness to financially support their alma mater can be positively influenced by Web-based video communications.

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