What Motivates Donors to Athletic Programs: A New Model of Donor Behavior
Document Type
Article
Publication Date
6-1-2014
Abstract
In the highly competitive college sport environment, many varsity sport programs have financial systems independent from the academic side of the university. These programs function on multimillion dollar budgets partially funded through ticket sales, licensed merchandise, and television rights. However, donations from alumni and boosters account for the most substantial portion of many athletic budgets. Fund-raising efforts in this environment have not had available models of donor behavior from which to streamline solicitation efforts. Using the Existence Relatedness Growth (ERG) Theory as a guide, this article fills this gap by reporting on the development and testing of an integrated model of college donor motives: A Model of Athletic Donor Motivation (MADOM). Using a sample of college sport donors (N = 532), the results yield a psychometrically sound eight-factor measurement scale: A Scale of Athletic Donor Motivation (SADOM). Study implications and practical applications of the scale are discussed. © The Author(s) 2013.
Publication Title
Nonprofit and Voluntary Sector Quarterly
Volume
43
Issue
3
First Page
523
Last Page
546
Recommended Citation
Ko, Y.,
Rhee, Y.,
Walker, M.,
Lee, J.
(2014). What Motivates Donors to Athletic Programs: A New Model of Donor Behavior. Nonprofit and Voluntary Sector Quarterly, 43(3), 523-546.
Available at: https://aquila.usm.edu/fac_pubs/20207