Current students as university donors?: determinants in college students’ intentions to donate and share information about university crowdfunding efforts

Moonhee Cho (), Laura L. Lemon (), Abbey B. Levenshus () and Courtney C. Childers ()
Additional contact information
Moonhee Cho: University of Tennessee
Laura L. Lemon: University of Alabama
Abbey B. Levenshus: Butler University
Courtney C. Childers: University of Tennessee

International Review on Public and Nonprofit Marketing, 2019, vol. 16, issue 1, No 2, 23-41

Abstract: Abstract Crowdfunding has gained popularity as a fundraising strategy for reaching an online “crowd” of contributors, with many making small donations and promoting the project online to social networks. Universities are exploring crowdfunding as a strategy to connect with non-traditional donors beyond alumni – including students. While higher education institutions may hope to include students given their perceived comfort with online giving and crowdfunding’s focus on small gifts, scholars have not examined students’ perceptions about such activities. Adopting the Existence Relatedness Growth (ERG) theory, this study uses a survey to explore factors that motivate or hinder students’ supportive behavior intentions through a crowdfunding mechanism, specifically donation intention and word-of-mouth (WOM) intention. Suggestions are made for universities to develop communication that creates a philanthropy culture and engages students as potential donors.

Keywords: Crowdfunding; Motivation; Higher education; Donor relations; College students (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://link.springer.com/10.1007/s12208-018-00217-9 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:irpnmk:v:16:y:2019:i:1:d:10.1007_s12208-018-00217-9

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/12208

DOI: 10.1007/s12208-018-00217-9

Access Statistics for this article

International Review on Public and Nonprofit Marketing is currently edited by Helena Maria Alves

More articles in International Review on Public and Nonprofit Marketing from Springer, International Association of Public and Non-Profit Marketing
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().