In recent years, the amount, ways and overall culture of alumni donations in Chinese universities have shown a good momentum of development, and social capital is increasingly involved in the operation and development of higher education. The alumni donation of local  colleges is still in the initial stage of development, which is influenced by education level, brand effect and region. This paper analyzes the causes and influencing factors of alumni donation from the perspective of personal decision-making, and puts forward improvement measures for alumni donation in local colleges, so as to promote the work level of alumni in local colleges and promote the development of education.