This paper describes the development of a survey instrument to assess athletics donor motivation. An extensive literature review, followed by interviews with athletics donors, identified 14 dimensions of donor motivation. Expert review and field testing of potential survey items reduced the number of dimensions of athletics donor motivation to 12. The final instrument, Motivation of Athletics Donors (MAD-1), was pilot tested with a sample of donors from 10 NCAA Division I athletics programs. Eleven scales were validated using confirmatory factor analysis, scale reliabilities (Cronbach's alpha), and item-to-total correlations. These results (a) provide the foundation necessary for systematic study of athletics donor behavior utilizing social cognitive theory as the theoretical framework, and (b) support the use of the MAD-1 as a practical instrument for assessing the specific motivations of any particular donor group.
M.E. Verner is with the Department of Health, Physical Education and Recreation at Illinois State University, Normal, IL 61790-5120. J.B. Hecht and A.G. Fansler are with the Department of Educational Administration and Foundations at Illinois State University.