Understanding donors: A case of university performing arts programs in the USA

Q3 Economics, Econometrics and Finance International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2011-05-01 DOI:10.1002/NVSM.411

Y. Ko, H. Gibson, May Kim

引用次数: 7

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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了解捐赠者:以美国大学表演艺术项目为例

本研究的目的是:(a)检查影响捐赠者行为的因素，(b)确定哪些特定的感知利益是捐赠者行为的预测因素，(c)检查性别、年龄和大学表演艺术项目(PAP)捐赠者的收入水平的影响。从价值和影响研究中收集的次要数据，由14个主要大学演讲者(MUPs)收集。使用1771份捐赠者回复的数据分析结果表明，对PAP的认同、对计划捐赠方案的熟悉程度以及公众的认可是捐赠者行为的重要预测因素。捐助者高度重视优先座位，提前通知节目，并能够提前购买单票公开销售。此外，年龄、性别、经济地位和感知利益被发现是理解捐赠者行为的重要变量。基于这些结果，本文讨论了关系营销对未来研究和实践的影响。版权所有©2011 John Wiley & Sons, Ltd

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

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期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.