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

Authors

  • Katherine R. N. Reifurth Aurora University
  • Kelly M. Evans Metropolitan University of Denver
  • Jeffrey D. James Florida State University
  • Yong Jae Ko University of Florida

DOI:

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

Keywords:

Rivalry, team identification, behavioral outcomes, lapsed donors

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. 

Published

2019-10-21

Issue

Section

Articles