Examining Student Motivations and Identities to Promote Philanthropic Involvement
Open Access
- Author:
- Barnett, Meghan
- Area of Honors:
- Marketing
- Degree:
- Bachelor of Science
- Document Type:
- Thesis
- Thesis Supervisors:
- Karen Page Winterich, Thesis Supervisor
Jennifer Chang Coupland, Thesis Honors Advisor - Keywords:
- student
philanthropy
thon
marketing
motivation
identity - Abstract:
- Undergraduate students volunteer with philanthropies differently, in terms of types of involvement and rates of involvement, than their younger and older counterparts. Research indicates that college-aged individuals are generally less philanthropically-oriented than high school students or recent graduates; however, despite the national trends, some student-run organizations garner widespread support. Finding patterns in students’ motivations and identities as volunteers can provide insight into encouraging philanthropic involvement among individuals at this life stage. This particular research focuses on the Penn State IFC/Panhellenic Dance Marathon (commonly known as “THON”), which promotes itself as the largest student-run philanthropy in the world. With over 15,000 volunteers participating throughout the university’s main campus and commonwealth campuses in a year-long commitment, 17.4% of the entire enrolled student population at Penn State is involved in this philanthropy alone. THON’s success, in combination with its wide membership base, suggests that large student-run philanthropies must appeal to a variety of demographic and psychosocial segments of members. This research indicates that a number of “profiles” of motivations and identities exist within the THON community and that involvement mechanisms differ significantly according to organizational affiliation. As a result, successful student-run philanthropies of any size must identify the needs of the causes they support and actively target the segments of students who can meet those needs.