Understanding donors to university performing arts programs: Who are they and why do they contribute?

Abstract

This study examines donor motivation and its influence on donation behavior related to university performing arts programs as a sector of leisure management. Specifically, donor benefits, gift amounts, gender, and age are examined in relation to donor motives. The sample consisted of 1,771 performing arts donors who completed an on-line survey. Results suggest that donors are motivated by the long-term viability and quality of life of their community. Female donors placed significantly higher importance on two motives, Civic and Education Concerns and Community and University Support, but there was no gender difference in Individual Rewards motivation. Age was significantly related to donor motivations. Two motivation factors, such as Civic and Education Concerns and Community and University Support, were found to be important motives for the donors aged >65, but not for the younger age groups. Given these results, implications for future research and arts and leisure management are discussed. © 2011 Taylor & Francis.