An analysis of donor involvement, gender, and giving in college athletics

Involvement has been examined extensively within the consumer behavior literature. However, limited research exists concerning involvement and charitable contributions. Additionally, because of women's growing financial power, college athletic departments are increasingly interested in understa...

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Bibliographic Details
Published in:Sport marketing quarterly 2011-03, Vol.20 (1), p.22-22
Main Authors: Shapiro, Stephen L, Ridinger, Lynn L
Format: Article
Language:English
Subjects:
Charities
College sports
College students
Consumer behavior
Demographics
Donations
Fund raising
Gender differences
Inventory
Nonprofit organizations
Studies
Women
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Summary:Involvement has been examined extensively within the consumer behavior literature. However, limited research exists concerning involvement and charitable contributions. Additionally, because of women's growing financial power, college athletic departments are increasingly interested in understanding how to attract greater numbers of female donors. Therefore, the primary purpose of this study was to examine gender differences in donor involvement using Zaichkowsky's (1994) Personal Involvement Inventory (PII). Several demographic characteristics of donors were also compared by gender. A sample of 1,664 donors from three NCAA Division I universities participated in this study. The PII was found to be an adequate measure of donor involvement based on the sample scores. Male and female donors differed in their level of affective involvement, annual contributions, donor longevity, and household income. These findings can be used to further our understanding of donor involvement, and to assist in the development of strategies to recruit and retain female contributors.
ISSN:1061-6934
1557-2528