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Contributions and athletic success

The folks at the Longhorn Foundation are hard at work, hoping to capitalize on Texas' run towards the national title in football. Based on prior studies, the expectation of a windfall in contributions is not great. But in the article is this little nugget:

Much of foundation giving is based more on expectations for next year [rather] than satisfaction with this year's performance.

That's an interesting proposition, one that I've not seen tested in the literature.