Alumni giving as an expression of active citizenship: The influence of social norms

Author(s):

Kesaobaka Dephney Nemakhavhani¹, Jacob Mwathi Mati¹

kesaobakanemakhavhani30@gmail.com
2026-03-07 16:36:53

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Abstract

This study examines the influence of Ubuntu-embedded social norms–social identity, social responsibility, and obligation– on South African alumni’s giving behaviour as an expression of active citizenship. Drawing on social identity theory and a quantitative survey of alumni from two South African universities, the study employs multiple regression analysis to assess the impact of these norms on alumni giving behaviour. Findings reveal that a heightened sense of social identity and responsibility significantly predicts alumni giving, while a sense of obligation has a weaker influence. Additionally, alumni’s student experience positively affect their future intention to give. The study concludes that in addition to establishing sustain able alumni engagement initiatives, universities should invest in programs for fostering social responsibility and identity among their current students with a view to cultivating values of active citizenship as these can enhance future alumni giving behaviours, especially in the con text of ongoing trends in reductions in state funding.

Keywords
Alumni Giving, Ubuntu, Social Norms, Active Citizenship, Social Identity, Social Responsibility, Social Obligation, South Africa

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