Intercollegiate Athletics as an Institutional Fundraising Tool: An Exploratory Donor-Based View

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Previous research has indicated that intercollegiate athletics programs may be successful at attracting new donors to higher education institutions. Research has also shown that major donors who support both athletic and academic programs at an institution give more total dollars to the institution than other donors and are retained at higher rates. Through 65 in-depth interviews with donors making gifts to both athletic and academic programs at NCAA FBS (top athletic division) institutions, this exploratory research seeks to understand how intercollegiate programs influence donor decisions. Donors were questioned as to their motives for giving, specific changes in their historical giving patterns, and their future giving intentions. Several consistent themes emerged from donor interviews that provide insight into previous empirical findings and direction for both fundraising practice and future research.


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Journal of Nonprofit & Public Sector Marketing


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