Alumni relations programs are a foundational component to institutional advancement and are often the unit that regularly communicates news and information about the institution to its alumni. Alumni relations professionals can strategically position a higher education institution among its alumni by including and emphasizing information that is found to have a positive impact on the opinion of alumni. The purpose of this study was to identify the relationship between the factors that impact alumni opinion of the University of Arkansas, loyalty to components of the University and overall current opinion. This study utilized secondary data from the Alumni Attitude Study[C] conducted by the Performance Enhancement Group, Ltd. for the Arkansas Alumni Association in June and July 2009. A total of 43,866 alumni were presumed to have received the survey. Data from 2,670 respondents to the survey were analyzed (for a response rate of 6.1%). Only data from three questions in the Alumni Attitude Study[C] which were related to the research questions in this study were analyzed. The first research question sought to identify differences by geographic territory among the factors that alumni use to formulate opinions of the University of Arkansas. Only slight differences were detected after examining the factors alumni use to formulate opinions in regard to assigned geographic territories. The second research question examined the relationship between factors alumni use to formulate opinion and their overall opinion regarding the University of Arkansas. History and tradition was the only factor to have a moderate correlation ( r = 0.326, p less than 0.01). Additionally, a stepwise multiple regression analysis of the 11 factors identified as influencing opinion of alumni regarding the University of Arkansas determined the four primary factors were: history and tradition; success of athletic teams; campus aesthetics; and accomplishments of alumni. The third research question sought to determine the extent of the relationship between loyalty to various components of the University of Arkansas and their overall opinion of the institution. Correlating the areas of loyalty and the factors affecting opinion for the entire population only determined a moderate correlation between the factors of history/tradition (r = 0.321, p less than 0.01) and success of athletic teams (r = 0.457, p less than 0.01) with loyalty to athletics at the University of Arkansas. All other correlations between the factors and areas of loyalty were either weak or very weak correlations. The final research question examined if there were significant differences in the perceptions held by alumni who received only an undergraduate degree, graduate degree or both from the University of Arkansas. There were no differences found in the overall perceptions held by alumni by each degree level as determined by an analysis of variance (ANOVA) with a Tukey post-hoc test. The findings from this study indicate there are only slight differences in the relationship of the factors impacting opinion, loyalty and overall opinion of the University of Arkansas. The findings of this study actually indicate the alumni relations program at the University of Arkansas should direct its attention to the items that have been historically perceived to be the role of the program (history/tradition and athletics). However, special effort must be placed in determining if differences exist among the responses from this study and those who did not participate in the Alumni Attitude Study[C]. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]