An Examination of Annual Athletic-fund Donor Motivations Public Deposited

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  • March 19, 2019
  • Gray, Patrick Michael
    • Affiliation: College of Arts and Sciences, Department of Exercise and Sport Science
  • The purpose of this study was to examine the motivating factors that contributed to annual contributions at three different NCAA institutions. Annual Fund donors at each participating school were contacted via e-mail and asked to take part in an online survey. Data was obtained from over 5,000 donors, including general demographic information as well as motivating factors that led to their annual contribution. Using a Principle Component Analysis (PCA) motivating factors were grouped together and further analyzed to explore significant differences between the three institutions. Significant differences existed between all schools or two of the three schools when measured with each component. Motives deemed to be reciprocal were one of the components significantly different. The motives for giving were also measured between Alumni and Non-Alumni at each institution, with similar results.
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  • In Copyright
  • Southall, Richard M.
  • Open access

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