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 language | English |
|---|---|
| Title of host publication | Unknown Host Publication |
| Publisher | European Marketing Academy |
| Number of pages | 10 |
| Publication status | Published - May 2007 |
| Event | European Marketing Academy Conference - Iceland Duration: 1 May 2007 → … |
Conference
| Conference | European Marketing Academy Conference |
|---|---|
| Period | 1/05/07 → … |
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.