An empirically based typology of intercollegiate athletic donors: High and low motivation scenarios

摘要

The purpose of this research is to study the donors of athletic programmes in order to delve deeper into their motives, to gain a better understanding of this market and to improve marketing of nonprofit athletic programmes. Specifically, the objectives of the study were: (a) to develop a measurement instrument on athletic donors' motivation, (b) to segment athletic donors based on their motives, (c) to better profile donor motivation segments by using sociodemographic, psychographic and behavioural data. The results of the study provide several theoretical and practical implications in identifying homogeneous athletic donor segments, in predicting and enhancing motivation, in increasing marketing effectiveness and boosting donations to athletic programmes.