School pride is not the only thing that athletic victories bring; research shows that they also bring in money. A working paper published by the National Bureau for Economic Research (NBER) found that undergraduate football match victories increase the alumni’s donations to a college, especially to sports programs.

1. Creatitive
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Study: The Athletic Success of
Students Increases Alumni
Donations

2. School pride is not the only thing that athletic victories bring; research shows that they also bring in
money. A working paper published by the National Bureau for Economic Research (NBER) found that
undergraduate football match victories increase the alumni’s donations to a college, especially to
sports programs.
The report concluded that if a college improves its record by five games, it can see a 28 percent
increase in alumni donations.
The Effect on BCS Schools vs. Non-BCS Schools
Colleges that participate in the Bowl Championship Series (BCS) saw a larger effect from athletic
wins than non-BCS schools. When comparing the effect of football wins, BCS colleges experienced a
larger increase in total alumni donations and alumni giving rate.
Athletic Success and Alumni Donation: Operating in Reverse?
Inside Higher Ed, a digital higher education resource, notes that studies that investigate the
correlation between sports victories and alumni donations receive much criticism. The cause and
effect relationship, according to critics, may be working in reverse. Sports victories do not bring in
donations. Instead, donations improve athletic programs.

3. The author, however, compared colleges that have an equal chance of winning a sports game. The
effect of winning or losing, therefore, came solely from the outcome of the game, rather than
preexisting factors like the amount in donations the college receives.
Increase in Enrollments and SAT Scores
Alumni donations are not the only thing that athletic success raises. The NBER study found that
winning football games also enhances the school’s academic reputation and increases the number of
applicants and in-state students. In fact, it found that if a college improves its record wins by five
games, student applications increase by 5 percent and in-state enrollment increase by 3 percent.
Research shows that athletic performance can affect alumni donations, applicants, and enrollments.
Colleges that continuously improve their sports programs and support student-athletes can expect
alumni to come back and support to the athletes who defend the school pride.

4. Sources:
https://oberlinreview.org/17407/sports/marketing-the-athletic-experience-increases-donor-
relations/
https://creatitive.com/
https://www.insidehighered.com/news/2012/07/03/report-finds-alumni-giving-among-other-areas-
correlated-football-success