Document Type

Article

Publication Date

2011

Publication Title

Sport Marketing Quarterly

Volume

20

Issue

1

Pages

22-32

Abstract

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.

Original Publication Citation

Shapiro, S., & Ridinger, L. (2011). An analysis of donor involvement, gender, and giving in college athletics. Sport Marketing Quarterly, 20(1), 22-32.

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