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Stephen L. Shapiro - Old Dominion University Joris Drayer – University of Memphis
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Giving to colleges and universities up 6.2% in 2008 ($31.60 billion) Boosted by top 20 institutions (up 11.5%) Other institutions down 4.2% Individual alumni gave $8.70 billion Council for Aid to Education, 2009
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Football Bowl Subdivision (FBS) Ticket sales account for 28% of generated revenues and 23% of total revenue Charitable contributions from alumni and others account for 31% generated and 25% total Together, these two line items account for nearly 60% of generated revenues Fulks, 2008
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Football Championship Subdivision (FCS) Ticket sales account for 17% of generated revenues but only 5% of total revenue Charitable contributions from alumni and others account for 29% of generated revenue but only 8% of the total revenue Generated revenues account for only 27% of total revenues in the FCS Fulks, 2008
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Despite this success, one population that athletic departments have not successfully cultivated is former student-athletes (FSA) Former athletes are essentially alumni of the athletic department Perhaps FSAs have different perceptions/motivations than the general donor population
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The purpose of this study was to examine motivations for former student-athlete donors Mahony, Gladden, and Funk’s (2003) 31-item Donor Motivation Scale (DMS) was adapted to examine the structure and influence of motivations for athletic alumni donors
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Billing, Holt, and Smith (1985) identified four motivations for donors: benefits, philanthropic reasons, social reasons, and success of the athletic program Staurowsky, Parkhouse, and Sachs (1996) added two factors: curiosity and power Success factor was broken into two categories ▪ Current Success and Tradition (Past Success)
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Mahony et al. (2003) developed the Donor Motivation Scale (DMS) which identified eight motivational factors: Four Success Related Factors ▪ Tradition ▪ Current success of the program ▪ Future success ▪ Community pride Four Additional Factors ▪ Philanthropic ▪ Escape ▪ Business enhancement ▪ Psychological commitment Benefits were not included in the scale, but were measured individually
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Mahony et al. (2003) found that three of the success factors (future, current, and tradition), benefits (priority seating), and psychological commitment were the strongest motives Additionally, benefits (priority seating for FB and MBB), tradition, and business enhancement had a significant impact on the size of the donation
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Gladden, Mahony, & Apostolopoulou (2005) used a mixed methods approach to understand donor motives The DMS instrument was used along with qualitative methods The strongest motivational factors were: ▪ Desire to support and improve the athletic program ▪ Ticket-oriented benefits (priority seating) ▪ Helping student-athletes Altruistic factors such as “donating to a good cause” were not found to be strong motivators
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Participants Athletic alumni at two NCAA Division I institutions A total of 745 former student-athlete donors were invited to participate in this study 161 usable surveys were returned for an overall response rate of 21.6% Procedure A web based survey was used in the present study An initial email was sent to participants providing information about the study and a link to the online survey Survey was identical for both institutions (with the exception of the institution name and mascot)
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Instrumentation The online survey consisted of 41 questions The DMS (31 items) and 2 benefits items adapted from Mahony et al. (2003) 8 demographic and donor information items
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Data Analysis Exploratory Factor Analysis (EFA) with promax rotation was conducted on the DMS for factor validity purposes Cronbach’s alpha coefficients were examined for internal consistency of the motivational factors identified through EFA Two single item measures regarding donor benefits (priority seating for football and men’s basketball) were not included in the overall scale, but were used in subsequent analysis of donor motivations Means and standard deviations were examined to identify the relative importance of these motivations for athletic alumni
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Sample Profile 83.2% of respondents were male The average age of respondents was 49.9 The majority of current donors were Caucasian (84.5%) and married (72.7%) The majority of respondents (53.4%) had a household income above $100,000 58.8% of respondents graduated from the institution The average annual donation was $1,223.70
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Exploratory Factor Analysis EFA, using promax rotation, was conducted on an adapted version of the DMS Eight factors were identified extracting 60.87% of the variance (consistent with Mahony et al., 2003) - 3 Success Related Factors (Tradition, Current Success, and Future Success) - Escape, Business Enhancement, Philanthropic, Psychological Commitment, and Program Image One item was eliminated from the scale due to inappropriate factor interpretation
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Finalized scale contained 8 factors with a total of 30 items Internal Consistency (Cronbach’s alpha) .94 (Escape) .89 (Philanthropic) .85 (Program Image) .83 (Success III – Future Success) .83 (Business Enhancement) .82 (Success I - Tradition) .65 (Psychological Commitment) .62 (Success II – Current Success)
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Examination of Means & Standard Deviations Strongest Motivation Sub-Dimensions for Athletic Alumni: 1. Current Success (M = 5.09, SD = 1.04) 2. Tradition (M = 5.05, SD = 1.22) 3. Program Image (M = 4.91, SD = 1.10) Weakest Motivation Sub-Dimensions for Athletic Alumni: 1. Obtain Seats for Football (M = 2.39, SD = 1.62) 2. Business Enhancement (M = 2.91, SD = 2.00) 3. Obtain Seats for Men’s Basketball (M = 2.95, SD = 1.63)
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The DMS structure was generally consistent for former student-athlete donors One “Psychological Commitment” item was deleted Considerable changes to the “Tradition” and “Community Pride” Factors ▪ Items were shifted, “Community Pride” was renamed “Program Image” based on these changes
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Additional items should be developed for factors with limited items (Business Enhancement, Philanthropic) in order to confirm factor structure with future data collection (general donors, former athletes, alumni, etc.) Reliability was suspect for Psychological Commitment and Current Success Factors Additional item generation, data collection, EFA, and CFA is needed to enhance internal consistency and validity of the DMS and its sub-dimensions
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Former student-athlete donor motivations appear to differ from the general donor population Benefits are not the predominant motivation Athletic alumni care more about tradition and image of the program It is in the best interest of athletic departments to develop recruitment and retention strategies specific to the wants/needs of athletic alumni
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Enhanced Communication Keep consistent contact with athletic alumni after graduation ▪ Use current athletes Provide opportunities for involvement to make athletic alumni a “part of the process” ▪ Former Athlete Clubs ▪ Former Athlete Web Page
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Sell Image and Tradition Recruitment and retention strategies for athletic alumni should focus more on promoting the success of athletic programs and less on material benefits for donors
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Billing, J.E., Holt, D., & Smith, J. (1985). Athletic fund-raising: Exploring the motives behind donations. Chapel Hill, NC: University of North Carolina Press. Council for Aid to Education. (2009, February). Contributions to colleges and universities up by 6.2% to $31.60 billion. New York, NY: Author. Fulks, D.L. (2008). 2004-2006 NCAA revenue and expenses of Division I intercollegiate athletic programs report. Indianapolis, IN: National Collegiate Athletic Association. Gladden, J.M., Mahony, D.F., & Apostolopoulou, A. (2005). Toward a better understanding of college athletic donors: What are the primary motives? Sport Marketing Quarterly, 14(1), 18-30. Mahony, D.F., Gladden, J.M., & Funk, D.C. (2003). Examining athletic donors at NCAA Division I institutions. International Sports Journal, 7(1), 9-27. Staurowsky, E.J., Parkhouse, B., & Sachs, M. (1996). Developing an instrument to measure athletic donor behavior and motivation. Journal of Sport Management, 10, 262-277. Verner, M.E., Hecht, J.B., & Fansler, G.A. (1998). Validating an instrument to assess the motivation of athletics donors. Journal of Sport Management, 12, 123-137.
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