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The Rivalry Effect: The Potential to Foster (Lapsed) Donor Giving

Katherine R. N. Reifurth, Kelly M. Evans, Jeffrey D. James, Yong Jae Ko

Abstract


Prior sport rivalry researchers have failed to examine the effects of rivalry utilizing a multidimensional approach to team identification as well as the effects of rivalries in relation to the behavioral outcomes of lapsed donors. The authors worked with the official booster club of a large public university to create three distinct email campaigns targeting lapsed donors to test the effects of framing donation requests with rivalry-themed communications. The results of this study highlight the varia-tions in these distinct identification dimensions due to the presence of a rivalry as well as the behavioral effects a rivalry has on these lapsed donors. 


Keywords


Rivalry; team identification; behavioral outcomes; lapsed donors

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DOI: https://doi.org/10.18666/JASM-2019-V11-I4-9602

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