Tsiotsou, R. (2006). Investigating Differences

Tsiotsou, R. (2006). Investigating differences between female and male athletic donors: A comparative study, International Journal of Nonprofit and Voluntary Sector 11: 209-223 . [Published online in Wiley InterScience www.interscience.wiley.com). DOI: 10.1002/nvsm.34]

Charitable Donation constitute a major source of funds for athletic programs. Consequently, it is critical that program fundraisers understand the motives that donors have for giving. Traditionally, such motives have revolved around tax issues, status and socializing concerns and seating access. However, as more and more women are entering the field of philanthropy, the researcher believed it was necessary to compare the motives of women vs. men to determine whether motives differ according to gender.

This research was conducted to determine motives and influences for giving, so that fundraising cultivation efforts could be focused more effectively. A sample size of 800 was drawn from a list used by a large eastern state university, using random techniques. A survey instrument was developed and administered, with 387 subjects returning usable surveys (N=115 females and 272 males). The data was analyzed using discriminant analysis. The findings show that there are, indeed, significant differences along a range of possible influences on giving, with women generally ranking socializing and seating access as most important and men generally ranking income as the most important influence. Also, women generally ranked the motive in this study lower than did the men.

Critique

This paper was, I believe, built on a strong concept. The study idea was innovative and useful. There does seem to be a need to clearly define men and women donors. However, the study is written in such a way that it is very difficult to read. It is as if it were written in another language and then translated. Ideas are presented, but there is a sense in which everythin is not tied together as it should be. Nevertheless, the findings seem interesting. The researcher missed, I believe the most interesting finding, which is that the two most important determinants -- the two most important factors -- in their decision to become a donor, is family income and personal income. Women listed as most important priority seating and then family income and then attendance, and then personal income. It is as if all men are sports fans -- they just need to have the money, and they'll do it. Women, on the other hand want value first and then they will consider whether they can afford.