An Analysis of Athletic Donor Valuation of Fundraising Benefits based on giving level of current UNC Rams Club donors Public Deposited

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  • March 20, 2019
  • Batt, Jason M.
    • Affiliation: College of Arts and Sciences, Department of Exercise and Sport Science
  • The primary purpose of this study was to determine the most valuable benefits of donation to current Rams Club donors. The secondary purpose of this study was to provide a demographic profile of Rams Club donors. On line surveys were distributed to 8,789 members of the Rams Club. Completed surveys were collected from 703 members. Results indicated that Rams Club membership was heavily dominated by Caucasian males with 63.1% falling between the age of 35 and 64. A majority of members responded that they earned between $50,000 and $149,000 annually. The five most frequently chosen benefits of donation were 1) priority seating at football games, 2) priority seating at men's basketball games 2) parking at football games 4) parking at men's basketball games, 4) priority points. Significant relationships were found between one benefit of donation and giving level as well as between giving level and age, gender and race/ethnicity.
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  • In Copyright
  • Tomasini, Nathan
  • Open access

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