According to the Council for Aid to Education (2003) alumni contributed 25 percent towards higher education in 2002, followed by non-alumni at 23 percent. Non-alumni are a viable force in support of college athletics, yet the predominance of donor research has targeted alumni donors, with very little consideration paid to non-alumni. This investigation determined the demographic and alumnus affiliation characteristics and compared the motives by gender and alumnus affiliation. The Institutional Athletics Donor Questionnaire consisted of an affiliation section, a motivation section, and a...