Using Motivational Theory to Develop a Donor Profile Scale for Intercollegiate Athletics

Abstract

<p>Academic institutions have experienced an unprecedented decline in funding from state and local governments, and intercollegiate athletic departments are not immune to this trend. Philanthropic giving has increasingly become a necessity for the financial vitality of athletic departments. A thorough understanding of what motivates individuals to donate money is critical for development staffs in order to design marketing campaigns that maximize gift giving. With few studies in sport management literature related to donor motives, the purpose of this study was to develop a psychometrically sound instrument based on theory to explain motivations to give and to develop a donor profile at a particular institution.</p><p>Using McClelland's theory of needs and helping behavior, items were generated for a survey related to four broad motives to explain giving—achievement, affiliation, philanthropy and power. A final instrument was sent to a random sampling of athletic donors at a large public Midwestern institution. One thousand three hundred and thirty four surveys were mailed, with 683 returned for a response rate of 46%. Based on the survey results, a donor profile for the institution was developed. Implications of these results were discussed and suggestions for future research presented.</p>