Tenth International Conference on Sport & Society

Abstract

Economic downturn and ongoing budget cuts poses higher education with profound challenges. Accordingly, to offset budget shortfalls and make capital improvements, collegiate athletic programs have become increasingly dependent on financial support from their alumni and boosters. Currently the majority of the donor motivation literature tend to focus on NCAA Division I athletic programs. However, considering that each athletic department functions differently in a number of different dimensions, while institutional difference can also have a huge impact on athletic donor motivations, the current study attempts to fill the gap that exist in the literature. The purpose of this study was to a) reexamine the factor structure of the Athletic Donor motivation scale; and b) identify the prominent athletic donor motives in a NCAA Division II athletic program. For the purpose of this study, a total of 232 actual donors were used for analysis. A confirmatory factor analysis (CFA) was employed to test construct validity and the reliability of the scale was assessed using Composite Reliability. To identify the prominent motivational factors, the means and standard deviations were examined. Results of this study will be further discussed.