Understanding donors: A case of university performing arts programs in the USA |
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| Authors: | Yong Jae Ko Heather Gibson May Kim |
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| Institution: | 1. Department of Tourism, Recreation, and Sport Management, University of Florida, USA;2. Department of Physical Education, Korea University, South Korea |
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| Abstract: | - The purpose of the study was to: (a) to examine the factors that influence donor behavior, (b) to determine which specific perceived benefits are predictors of donor behavior, and (c) to examine the influence of gender, age, and income level of university performing arts program (PAP) donors. Secondary data from the Value and Impact Study, collected by 14 Major University Presenters (MUPs) was used. Results of data analyses using 1771 donor responses suggest that identification with the PAP, familiarity with planned giving options, and public recognition are important predictors of donor behavior. Donors highly value priority seating, advanced notice of programs, and ability to purchase single tickets in advance of public sale. Additionally, age, gender, economic status, and perceived benefits were found to be important variables for understanding donor behavior. Given these results, implications for future research and practice in relationship marketing are discussed.
Copyright © 2011 John Wiley & Sons, Ltd. |
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