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