Abstract
| Language | English |
|---|---|
| Title of host publication | Unknown Host Publication |
| 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 → … |
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Keywords
- Nonprofit marketing
- donor behaviour
- fundraising
- charity-affiliated sporting events
Cite this
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Effective Message Strategies for the Promotion of Mass-Participation Charity-Affiliated Sporting Events. / Bennett, R; Mousley, W; Kitchin, P W; Ali-Choudhury, R.
Unknown Host Publication. 2007.Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
TY - GEN
T1 - Effective Message Strategies for the Promotion of Mass-Participation Charity-Affiliated Sporting Events
AU - Bennett, R
AU - Mousley, W
AU - Kitchin, P W
AU - Ali-Choudhury, R
PY - 2007/5
Y1 - 2007/5
N2 - 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.
AB - 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.
KW - Nonprofit marketing
KW - donor behaviour
KW - fundraising
KW - charity-affiliated sporting events
M3 - Conference contribution
BT - Unknown Host Publication
ER -