Publication Title

Sport Marketing Quarterly

Publication Date


Document Type



sports management, annual giving programs, NCAA


Business | Sports Management


The importance of having a successful annual giving program has increased for most NCAA Division I schools. The current study focused on (a) the various methods used within annual giving programs, (b) the environmental factors that may influence the annual giving program, and (c) the impact of the environmental factors on the various methods. In order to identify the tackers and the methods, interviews were conducted with 10 directors of Division I annual giving programs. An effort was made to include directors who worked at both public and private institutions, who were located in various parts of the county and who were identified as experts at specific fund-raising methods. The researchers then attempted to identify relationships between the factors and the various methods based on the responses by the interviewers. The researchers identified 11 environmental factors, 6 methods, and a variety of relationships between the factors and methods.