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