Effective Message Strategies for the Promotion of Mass-Participation Charity-Affiliated Sporting Events

R Bennett, W Mousley, P W Kitchin, R Ali-Choudhury

    Research output: Chapter in Book/Report/Conference proceedingConference contribution

    Abstract

    Five hundred and seventy-nine members of the public who reported that they had previously taken part in one or more charity-related sporting events completed a questionnaire designed to establish their reasons for participation, and their willingness to increase their financial contribution to an event based on its charity-credentials. Ten motives seemingly determined participation, four of which dominated responses, namely motivations arising from personal involvement with the good cause(s) supported by an occasion; opportunities to lead a healthy lifestyle provided by the event; an individual’s involvement with the sport in question; and the desire to mix socially with other attendees.
    Original languageEnglish
    Title of host publicationUnknown Host Publication
    PublisherEuropean Marketing Academy
    Number of pages10
    Publication statusPublished - May 2007
    EventEuropean Marketing Academy Conference - Iceland
    Duration: 1 May 2007 → …

    Conference

    ConferenceEuropean Marketing Academy Conference
    Period1/05/07 → …

    Keywords

    • Nonprofit marketing
    • donor behaviour
    • fundraising
    • charity-affiliated sporting events

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  • Cite this

    Bennett, R., Mousley, W., Kitchin, P. W., & Ali-Choudhury, R. (2007). Effective Message Strategies for the Promotion of Mass-Participation Charity-Affiliated Sporting Events. In Unknown Host Publication European Marketing Academy.