This research establishes as a starting point a theoretical framework of heterogeneous psychological and sociological theories that explain the reasons for the action of giving. It proposes a qualitative methodological design that integrates the processes and techniques required to gather information for future research.

I use the technique of focal groups to explore the following research questions: First, what knowledge students have about the concept of philanthropy. Second, what are the motivations of students to donate to their alma mater. Third, what factors inhibit the action of the student to donate to his alma mater. Fourth, what factors promote a positive attitude toward the students' action to donate to their alma mater. Fifth, what are the students' recommendations to generate a culture of philanthropy in the UPR. Finally this work presents recommendations for developing strategies to create a culture of philanthropy at the University of Puerto Rico and for further research on this topic.