Building on previous research, the purposes of this study were to develop a new scale assessing donor motivations, assess the relative importance of the motives, examine the utility of the scale in predicting donor behavior, and explore differences between individual institutions. The authors developed a scale with 33 items and 10 factors. Further analysis revealed the following results: (a) success related factors, priority seating, and psychological commitment had the highest means; (b) the factors were generally not predictive of dollars donated, but were predictive of years as a season ticket holder; and (c) there were clear differences between institutions.