ABSTRACT

The literature on charitable contributions to higher education focuses overwhelmingly on why donors give. This study aims to understand the monetary choice of a contribution, specifically what factors are linked to higher/lower donations. The current research employs the brand communities framework to analyze the role of the strength of the bonds between all types of donors, the collegiate athletics teams they support and their respective department, as it pertains to the level of charitable contributions to collegiate athletics. Considering these relationships explicitly allows for a comprehensive analysis of both the demand and supply side of this market. Ordinal logistic regressions reveal that athletics sponsored donor events are associated with higher contributions from those attending. Fundraising campaigns detailing the specific needs of the teams are met with higher donations. Benefactors attending college sports games are linked to higher contributions. The winning record of a team is associated with gift size for a subsample of contributors only. The econometric technique allows ranking marketing strategies relative to size of contribution, information essential in developing one’s brand community development plan. As fluctuations in the economy have rippling effects in philanthropy, the practical implications are relevant to collegiate and other nonprofit athletics advancement and marketing professionals.

摘要

关于对高等教育的慈善捐助的文献绝大多数都集中在捐助者捐赠的原因上。本研究旨在了解捐款的货币选择，特别是哪些因素与较高/较低的捐款有关。当前的研究使用品牌社区框架来分析所有类型的捐助者、他们支持的大学体育队及其各自部门之间的联系强度的作用，因为它与对大学体育的慈善捐助水平有关。明确考虑这些关系可以对这个市场的需求和供应方面进行全面分析。序数逻辑回归表明，体育赞助的捐助活动与参加者的更高贡献有关。详细说明团队特定需求的筹款活动得到了更高的捐款。参加大学运动会的受益者与更高的贡献有关。团队的获胜记录仅与贡献者子样本的礼物大小相关。计量经济学技术允许根据贡献大小对营销策略进行排名，这些信息对于制定品牌社区发展计划至关重要。由于经济波动会对慈善事业产生波澜不惊的影响，因此实际意义与大学及其他非营利性体育运动的发展和市场营销专业人士有关。计量经济学技术允许根据贡献大小对营销策略进行排名，这些信息对于制定品牌社区发展计划至关重要。由于经济波动会对慈善事业产生波澜不惊的影响，因此实际意义与大学及其他非营利性体育运动的发展和市场营销专业人士有关。计量经济学技术允许根据贡献大小对营销策略进行排名，这些信息对于制定品牌社区发展计划至关重要。由于经济波动会对慈善事业产生波澜不惊的影响，因此实际意义与大学及其他非营利性体育运动的发展和市场营销专业人士有关。