Analyzing Variation in Fan Identification Development and the Effects on Intercollegiate Athletic Fundraising

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  • March 19, 2019
Creator
  • Barrett, Andrew
    • Affiliation: College of Arts and Sciences, Department of Exercise and Sport Science
Abstract
  • More money is currently being invested in intercollegiate sports than ever and it has led to an "arms race" including spending hundreds of millions of dollars on athletic facilities, enhancing student-athlete welfare, and multi-million dollar contracts for coaches. The onus has been placed on athletic development organizations to increase fundraising efforts to meet the needs of expanding budgets. The purpose of this study is to analyze how highly identified fans are with an institution at different ages and examine the relationship between when a person develops an identification and their donor behavior. The highest rated motivating factors were analyzed for the population as a whole and in demographic sub-categories. There were no statistically significant differences between high and low identification scores and different donor groups (annual gift and total lifetime giving). Additionally, no statistically significant differences were found on fan identification scores based on annual giving levels at different age categories.
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  • In Copyright
Advisor
  • Fulton, Nicholas
  • Popp, Nels
  • Cooper, Coyte
Degree
  • Master of Arts
Degree granting institution
  • University of North Carolina at Chapel Hill Graduate School
Graduation year
  • 2015
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Place of publication
  • Chapel Hill, NC
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  • There are no restrictions to this item.
Date uploaded
  • June 23, 2015

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