The research used a model developed by behavioral psychologists as a framework for examining the factors and processes that may influence donation behavior. Attitude toward the checkoff, past experiences with donating, and knowledge about the checkoff were significant in influencing behavior. Neither knowledge about the program nor knowledge about nongame wildlife was related to donation behavior. These findings support the inclusion of past behavior as a major variable in a behavioral model. They also suggest that situational factors play a stronger role in influencing behavior than was previously suggested in the literature on behavioral models.