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International Review on Public and Nonprofit Marketing

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21-01-2019 | Original Article

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

Authors: Moonhee Cho, Laura L. Lemon, Abbey B. Levenshus, Courtney C. Childers

Published in: International Review on Public and Nonprofit Marketing | Issue 1/2019

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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.

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Title: Current students as university donors?: determinants in college students’ intentions to donate and share information about university crowdfunding efforts
Authors: Moonhee Cho
Laura L. Lemon
Abbey B. Levenshus
Courtney C. Childers
Publication date: 21-01-2019
Publisher: Springer Berlin Heidelberg
Published in: International Review on Public and Nonprofit Marketing / Issue 1/2019
Print ISSN: 1865-1984
Electronic ISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-018-00217-9

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