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

Author

Listed:
  • Moonhee Cho

    (University of Tennessee)

  • Laura L. Lemon

    (University of Alabama)

  • Abbey B. Levenshus

    (Butler University)

  • Courtney C. Childers

    (University of Tennessee)

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.

Suggested Citation

  • Moonhee Cho & Laura L. Lemon & Abbey B. Levenshus & Courtney C. Childers, 2019. "Current students as university donors?: determinants in college students’ intentions to donate and share information about university crowdfunding efforts," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(1), pages 23-41, March.
    • Handle: RePEc:spr:irpnmk:v:16:y:2019:i:1:d:10.1007_s12208-018-00217-9
    DOI: 10.1007/s12208-018-00217-9
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    References listed on IDEAS

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    1. Nathalie Colasanti & Rocco Frondizi & Marco Meneguzzo, 2018. "Higher education and stakeholders’ donations: successful civic crowdfunding in an Italian university," Public Money & Management, Taylor & Francis Journals, vol. 38(4), pages 281-288, June.
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    Cited by:

    1. Noelia Salido-Andres & Marta Rey-Garcia & Luis Ignacio Alvarez-Gonzalez & Rodolfo Vazquez-Casielles, 2022. "When the winner takes it all: online campaign factors influencing the success of donation-based crowdfunding for charitable causes," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 763-780, December.
    2. Fatemeh Maleki & Seyed Mohsen Hosseini, 2020. "Charity donation intention via m-payment apps: donor-related, m-payment system-related, or charity brand-related factors, which one is overkill?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 409-443, December.
    3. T.B. Zambalaeva, 2020. "Research of Factors of Successful Crowfunding Finance on the Example of the Russian Boomstarter Platform," Journal of Applied Economic Research, Graduate School of Economics and Management, Ural Federal University, vol. 19(3), pages 398-412.
    4. Mohd Khairy Kamarudin & Nur Izzati Mohamad Norzilan & Fatin Nur Ainaa Mustaffa & Masyitah Khidzir & Suhaili Alma’amun & Nasrul Hisyam Nor Muhamad & Mohd Fauzi Abu-Hussin & Nurul Izzah Noor Zainan & Ab, 2023. "Why Do Donors Donate? A Study on Donation-Based Crowdfunding in Malaysia," Sustainability, MDPI, vol. 15(5), pages 1-16, February.
    5. Bela Florenthal & Manar Awad, 2021. "A cross-cultural comparison of millennials’ engagement with and donation to nonprofits: a hybrid U&G and TAM framework," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(4), pages 629-657, December.
    6. Madurapperuma Arachchige Yasantha Daminda Madurapperuma & Kyung-min Kim, 2020. "Sustaining Business: A Psychological Perspective of Donation Behavior," Sustainability, MDPI, vol. 12(22), pages 1-23, November.

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