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An Analysis Of Donor Involvement, Gender, And Giving In College Athletics, Stephen L. Shapiro, Lynn L. Ridinger
An Analysis Of Donor Involvement, Gender, And Giving In College Athletics, Stephen L. Shapiro, Lynn L. Ridinger
Human Movement Studies & Special Education Faculty Publications
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 …