Factors influencing the level of financial support provided by former athletes from a NCAA Division I-A Football Championship Series (FCS) university to their alma mater
The purpose of this study was to determine factors that influence giving decisions of former athletes at a small regional university. A former athlete survey was developed and administrated to 769 former athletes who graduated from UT Martin between 1994 and 2015. The survey had 212 individual valid responses for an overall 27.5% response rate. The survey instrument included a qualitative section to allow responders an opportunity to elaborate on responses and provide personal insight to motivators in philanthropic decision-making processes. The dependent variables of donor status and donor levels were analyzed to determine possible relationships between other factors that were identified as possible influencers in giving decision-making through previous studies and literature review. There was a gap in literature and studies involving NCAA Division I FCS programs, generally due to size of institutions and lack of research funds available. Cross tabulations, Pearson’s Chi-square test, and bi-variant regression analyses were conducted to identify factors that predicate donor motivators. While several factors influence the giving decision-making process, distance living from the university, feelings toward the university in general, ethnicity, feelings toward the sport played, and overall passion to see success in the specific sport played are primary influencing factors that were identified in this study. No significant relationships were determined to exist between various variables, but the analysis did identify areas for possible future research. Recommendations for future fundraising strategies for former athletes include recognition programs, peer-to-peer solicitation, forming specific team focused alumni affinity groups, and creation of a communication plan to former athletes about general needs of athletics and specific needs of each team. A donor motive model was developed as a guide to aid development professionals in search of increased private funding
