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

  • Moonhee ChoEmail author
  • Laura L. Lemon
  • Abbey B. Levenshus
  • Courtney C. Childers
Original Article
  • 17 Downloads

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 

Notes

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Copyright information

© Springer-Verlag GmbH Germany, part of Springer Nature 2019

Authors and Affiliations

  1. 1.School of Advertising and Public Relations, College of Communication and InformationUniversity of TennesseeKnoxvilleUSA
  2. 2.Department of Advertising and Public RelationsUniversity of AlabamaTuscaloosaUSA
  3. 3.Department of Strategic Communication, College of CommunicationButler UniversityIndianapolisUSA

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