sports marketing presentation final (portfolio)

Fast ProjectSports Business 305

Jessica Hiatt, Logan Ferrara, Jacob Ollier, Aaron

Noll, Angie Studt

Research Objectives• To identify the causes, motivations,

and barriers to donate to the NAC(Norse Athletic Club)

• To analyze profiles of NKU students(past and present) and Alumni.

- demographics, psychographics, and behavior.

Background• Qualitative Research– Online Survey • Open Ended Questions

• Quantitative Research– Online Survey• Multiple-choice questions consisting of:

– Demographics– Attitudes– Duration of Donation to the NAC– Importance of Donation– Impact of Donation

Methodology• Data Collection Method:

-3/8/2014- 3/27/2014-Approximately 10-15 minutes

Sampling Frame:Convenience sample of 573

Incentives: -Entered to win a gift-card

Demographics: Everyone

298

243

Female Male

Q.13

$0-20,000

$20,001-35,000

$35,001-50,000

$50,001-75,000

$75,001-100,000

$100,001-150,000

$151,000-250,000

More than $250,000

39%

12% 10% 12% 9% 9% 6% 3%

17-21 22-25 26-35 36-45 46-55 56-65 66-wiser

35% 33%

11%

3%7% 6%

3%

Q.17, N= 530

Q,14, N= 94

Demographics: Donors

17-21 26-35 36-45 46-55 56-65 66 or wiser

8.8%

5.9%

14.7%

26.5% 26.5%

17.6%

Age of Respondents

From our data, it is apparent that over 50% of our respondent donors were between the age of 46 and 65

N=34

Demographics: Donors

1 2 3 4

20.6%

11.8%

47.1%

20.6%

Number of Children

N=34

67.7% of donors have between 2 and 4 children, while 79% of donors are married.

Demographics: Donors

1 2 3 4 5 6 7

2.9% 2.9%

11.8%

14.7%

32.4%

23.5%

11.8%

Household Income

1 = $0-20,0002 = $35,001-50,0003 = $50,001-75,0004 = $75,001-100,0005 = 100,001-150,0006 = 151,000-250,0007 = More than $250,000

N= 34

The majority of our donors (32.4%) had an income before taxes of between $100,000 and $150,000

Q.37N=59

Demographics: Season Ticket Holders

39

61

FemaleMale

26-35 36-45 46-55 56-65 66 or wiser

8.5%

13.6%15.3%

37.3%

25.4%

Age

Note: 83% of Season Ticket Holders are married

Demographics: Season Ticket Holders

None 1 2 3-4 5-6

20.3

10.2

40.7

25.4

3.4

Number of Children

$0-20,000

$20,001-35,000

$35,001-50,000

$50,001-75,000

$75,001-100,000

$100,001-150,000

$151,000-250,000

More than $250,000

1.8 3.6

10.7

21.417.9

25.0

10.7 8.9

Annual income

N=59

Length of Time as a Donor

Less than one year

1-3 years 4-10 years 10 years of more

5%

30% 27%

39%

The majority of donors surveyed have been a donor for 10 years or more

Q 34N= 44

What Impacts Donations

Q.35N=44Scale: No Impact-Very High Impact% represents moderate impact or greater

Scholarships for athletes and the overall success of NKU athletics have the biggest impacts on respondents decision to donate.*

Tangible benefits for donors had the least impact.

Men's Basketball Competitiveness

Maintenance of Athletic facilities

Scholarship for athletes

Tangible benefits to donors

Overall success of NKU athletics

Move to D-1

59%64%

75%

36%

75%70%

Why Do People Donate to the NAC?

Q.36N=44Scale : Strongly disagree-Strongly agree

My experience at NKU

Someone I know plays or played a

sport for NKU

I care about the students

I enjoy attending NKU sporting

events

My donations to NAC are put to

good use

My relationhip with a coach at

NKU

14%34%

5% 2% 0%

48%25%

25%

18% 14% 9%

18%

61%41%

77% 84% 91%

34%

Top 2 boxNeutralBottom 2 box

The majority of respondents donate to the NAC because they believe their donations are put to good use and they enjoy attending NKU sporting events. Only a small percentage of respondents donate because of their relationship with the coach.

Donations to Organizations outside NKU

Q.37N=34

The majority of people that currently donate to NKU, also donate to other organizations as well.

yes no

93%

7%

What is the most important tangible benefit gained from donations?

Season tickets

Intangible benefits

No Tangible BenefitsQ 40N=31Open ended question

Write off

Donor Satisfaction with NKU Athletics

14% 11% 7% 4% 43% 7%

54%46%

36%

14%

14%

21%36%

32% 43% 57% 82% 43% 71% 64%

Top 2 box

Neutral

Bottom 2 box

Donors are satisfied with parking and season ticket prices.

43% of donors are not satisfied with the concessions.

N=34Scale = strongly dissatisfied – strongly satisfied

Season Ticket Holder Satisfaction with NKU Athletics

12% 12% 5% 0%

53%

2% 0%

56%

37%

28%9%

12%

12%

40%

30% 51% 67% 91% 35% 86% 60%

Top 2 Box

Neutral

Bottom 2 Box

Season ticket holders are satisfied with parking and season ticket prices

53% of season ticket holders are not satisfied with concessions

N=59Scale=strongly dissatisfied – strongly satisfied

Donors’ Distance from NKU vs. Season Ticket Holders’ Distance

Nseason ticket holders = 59Ndonors=34

10 minutes o

r less

11-20 minutes

21-30 minutes

31-40 minutes

41 minutes o

r more

15.8

57.9

15.85.3 5.3

Distance

Season Ticket Holders

9.7

58.1

19.4

6.5 6.5

Donors

The majority of donors and season ticket holders live 11-20 minutes from NKU

Donor & Season Ticket holders’ identification with NKU

Based on survey responses, donors and season ticket holders appear to have closer identification with NKU than the overall sample*.

Q 2N donors=34Nseason ticket holders = 59N overall sample = 573Scale= strongly disagree – strongly agree*represents % of respondents who agree

When someone criticizes NKU, it feels like a personal insult

NKU successes are my successes

I am interested in what others think about NKU

32%

21%

41%

25%

10%

29%

14%

12%

18%

Overall sampleSeason Ticket HoldersDonors

Who Owns NKU Apparel?

0 1 2-3 4-5 6+

2% 3%

22%

32%

41%

9% 9%

15%

27%

41%

17%

12%

30%

20% 21%season ticket holder

donor

overall sample

# of NKU Apparel Items Owned

Donors and season ticket holders own more NKU apparel than average survey respondents

Ndonor=34Nseason ticket holder= 59Noverall sample= 573

NKU Athletics Twitter Followers

Yes No

20%

80%

29%

71%

28%

72% Season Ticket Holder

Donor

Overall Sample

The majority of respondents do not follow NKU Athletics on Twitter

Ndonor=34Nseason ticket holder= 59Noverall sample= 573

NKU Athletics Facebook Likes

Yes No

43%

57%

41%

59%

31%

69% Season Ticket Holder

Donor

Overall Sample

It appears that season ticket holders and donors are more likely to “like” NKU Athletics on Facebook than the average survey respondent

Ndonor=34Nseason ticket holder= 59Noverall sample= 573

Recommendations

Convert Season Ticket Holders to donors:• Host dinner honoring donors, invite season ticket holders to

this as well-spark interest in becoming donors

Raise awareness of donors:• Announce donors at games to raise awareness and get people

more interested in donating• Feature a "donor of the month" at NKU games and on NKU’s

website

RecommendationsThank Donors:• Create a video featuring student athletes thanking donors,

post to Facebook and send in an email to donors• Host a donor family and friends night where donors bring

their family or friends for discounted prices and they get to meet the players (including kids and grandkids)

Address concession dissatisfaction:• If capable of changing concessions, conduct a survey to see

what other options people would like