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In contrast, non-alumni donations were linked more with academic programs needing money. In many cases, non-alumni donors donate specifically to institutions whose academic fundraising was not enough to provide the proper educational environment for their students.
There are several points within the research which may be found questionable in terms of thoroughness. The author is a little unclear in terms of what stance to take. In the research, contrasting evidence is evaluated side by side, with no concrete final conclusions to sway the reader one way or the other. For example, in terms of whether alumni donate more in regards to sports or academic performance, the research gives weight to both sides. Yet, it is a little unclear which side the authors are weighing to be based more on empirical evidence. Thus, the first...
Additionally, the study used to provide the authors' findings in the midst of such confusing background evidence, was only conducted within the context of one major public university. Therefore, it fails to truly examine other types of universities in other areas of the country. The population of alumni and types of programs offer differ widely from university to university. By focusing the study on one institution only, the authors seem to be discounting the great differences other universities may have to contribute in terms of general research findings.
References
Stinson, Jeffrey L. & Howard, Dennis, R. (2004). Scoreboards vs. mortarboards: major donor behavior and intercollegiate athletics. Sport Marketing Quarterly. 13(2):129-140.
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