In the current economic climate, many colleges and universities face similar challenges: the need to increase external sponsorship for research activities and the need to benefit from additional indirect cost recovery. Preparing funding proposals for submission to sponsors is a faculty behavior that can be modified by applying behavioral theory to develop and institute interventions for shaping the desired behavior. The Theory of Planned Behavior readily lends itself to research management methods and techniques that target critical factors influencing intentional behavior. This case study explains the theoretical rationale for the behavioral interventions instituted, describes the measures and methods, and reports on the successes achieved over 10 years. (Contains 3 tables and 2 figures.)