2. 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.
3. 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
4. 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
8. Demographics: Donors
2.9% 2.9%
11.8%
14.7%
32.4%
23.5%
11.8%
1 2 3 4 5 6 7
Household Income
1 = $0-20,000
2 = $35,001-50,000
3 = $50,001-75,000
4 = $75,001-100,000
5 = 100,001-150,000
6 = 151,000-250,000
7 = 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
10. Note: 83% of Season Ticket Holders
are married
Demographics: Season Ticket Holders
20.3
10.2
40.7
25.4
3.4
None 1 2 3-4 5-6
Number of Children
1.8 3.6
10.7
21.4
17.9
25.0
10.7 8.9
Annual income
N=59
11. Length of Time as a Donor
5%
30%
27%
39%
Less than one
year
1-3 years 4-10 years 10 years of
more
The majority of donors surveyed have been a donor for
10 years or more
Q 34
N= 44
12. What Impacts Donations
Q.35
N=44
Scale: 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.
59%
64%
75%
36%
75%
70%
Men's Basketball
Competitiveness
Maintenance of
Athletic facilities
Scholarship for
athletes
Tangible benefits to
donors
Overall success of
NKU athletics
Move to D-1
13. Why Do People Donate to the NAC?
Q.36
N=44
Scale : Strongly disagree-Strongly agree
14%
34%
5% 2% 0%
48%25%
25%
18%
14% 9%
18%
61%
41%
77% 84% 91%
34%
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
Top 2 box
Neutral
Bottom 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.
14. Donations to Organizations outside NKU
Q.37
N=34
The majority of people that currently donate to
NKU, also donate to other organizations as well.
93%
7%
yes no
15. What is the most important tangible benefit
gained from donations?
Q 40
N=31
Open ended question
16. 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%
Tailgating/Pregame
activities
Giveaway
promotions
Halftime
Entertainment
Parking Concessions Season Ticket Prices Single Game Prices
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=34
Scale = strongly dissatisfied – strongly satisfied
17. 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%
Tailgating/pregame
activites
Giveaway
promotions
Halftime
Entertainment
Parking Concesssions Season Ticket
Prices
Single Game Prices
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=59
Scale=strongly dissatisfied – strongly satisfied
18. Donors’ Distance from NKU vs. Season Ticket
Holders’ Distance
Nseason ticket holders = 59
Ndonors=34
15.8
57.9
15.8
5.3 5.3
10 minutes
or less
11-20
minutes
21-30
minutes
31-40
minutes
41 minutes
or more
Distance
Season Ticket Holders
9.7
58.1
19.4
6.5 6.5
10 minutes
or less
11-20
minutes
21-30
minutes
31-40
minutes
41 minutes
or more
Donors
The majority of donors and season ticket holders live 11-20 minutes
from NKU
19. 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 2
N donors=34
Nseason ticket holders = 59
N overall sample = 573
Scale= strongly disagree – strongly agree
*represents % of respondents who agree
32%
21%
41%
25%
10%
29%
14%
12%
18%
When someone criticizes NKU, it feels like a
personal insult
NKU successes are my successes
I am interested in what others think about
NKU
Overall sample
Season Ticket Holders
Donors
20. Who Owns NKU Apparel?
2%
3%
22%
32%
41%
9% 9%
15%
27%
41%
17%
12%
30%
20% 21%
0 1 2-3 4-5 6+
# of NKU Apparel Items Owned
season ticket
holder
donor
overall sample
Donors and season ticket holders own more NKU apparel than average
survey respondents
Ndonor=34
Nseason ticket holder= 59
Noverall sample= 573
21. NKU Athletics Twitter Followers
20%
80%
29%
71%
28%
72%
Yes No
Season Ticket
Holder
Donor
Overall Sample
The majority of respondents do not follow NKU Athletics on Twitter
Ndonor=34
Nseason ticket holder= 59
Noverall sample= 573
22. NKU Athletics Facebook Likes
43%
57%
41%
59%
31%
69%
Yes No
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=34
Nseason ticket holder= 59
Noverall sample= 573
23. 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
24. Recommendations
Thank 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
