New Applications of Survival Analysis Modeling : Examining Intercollegiate Athletic Donor Relationship Dissolution

Despite the increased adoption of data-driven strategies to enhance sport business operations, academic scholarship leveraging advanced analytics to inform sport customer relationship management lags behind. Thus, this project applies survival analysis modeling to quantitatively analyze and predict the potential dissolution of the intercollegiate athletic department-donor relationship, utilizing 10 years of data from a mid-sized National Collegiate Athletic Association (NCAA) Football Bowl Subdivision (FBS) athletic program. Results indicate donors are most susceptible to dissolution within the first two years, while the probability of persistence increases over time. When controlling for economic conditions and the amount donated, residing in the same state as the institution and the act of retiring decrease the probability of the donor relationship ending. The frequency of contact from the athletic department and the advancement of men's basketball into post-season play also decrease the probability of relationship dissolution, while football post-season success was non-significant. Study results inform a data- driven approach to donor relationship marketing and provide meaningful implications for athletic donor retention strategy