Million dollar plus donors within intercollegiate athletics: A qualitative analysis of donor motivations

ivision I athletics has become very big business with skyrocketing revenue from television deals, conference realignment dollars and revenue derived from third party media rights holders -- not to mention gate sales, concessions and sponsorship income. The truth of today's Division I athletic landscape, however, tells a much different story of economic health as very few athletic programs actually make any money. Most operate in a deficit scenario and state funding allocated to higher education continues to decline. Fundraising and donor cultivation within intercollegiate athletics is more important than ever to help close the growing financial gap between revenues and expenses of higher education.;It is critical to understand the many varied factors that affect not only donor motivations but what unique motivations are present within this very exclusive donor segment of multi-million dollar major intercollegiate athletic donors. The purpose of this qualitative study was to understand the motivations of major gift donors at the ;This qualitative study sought to explore the motivational factors of...