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The role of involvement and income in predicting large and small donations to college athletics

Rodoula Tsiotsou (PhD) (Marketing Director Protathlitis, Visiting Lecturer, Department of Physical Education, National & Kapodistriako University of Athens, Greece, N. Plastira 57 Lykovrisi, TK 14123 Athens, Greece)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 November 2004

Abstract

The purpose of the study was to classify donors who make large donations and those who make small donations to athletics programmes. In particular, the study investigated the degree to which involvement with the athletics programme, income and donor type discriminate individuals who make large donations from those who make small donations in an effort to predict donation level of prospect donors. The hypothesis that the three variables (involvement with the athletics programme, income and donor type) would classify athletics donors of small donations from athletics donors of larger donations was confirmed. The findings of the study provide theoretical and practical implications in predicting donation size, determining donor cultivation strategies and increasing fundraising effectiveness.

Citation

Tsiotsou, R. (2004), "The role of involvement and income in predicting large and small donations to college athletics", International Journal of Sports Marketing and Sponsorship, Vol. 6 No. 2, pp. 40-46. https://doi.org/10.1108/IJSMS-06-02-2004-B006

Publisher

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Emerald Group Publishing Limited

Copyright © 2004 by Winthrop Publications Limited