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

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

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 proceeding › Conference contribution › peer-review

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 (in print/issue) - 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

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Cite this

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title = "Effective Message Strategies for the Promotion of Mass-Participation Charity-Affiliated Sporting Events",

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{\textquoteright}s involvement with the sport in question; and the desire to mix socially with other attendees.",

keywords = "Nonprofit marketing, donor behaviour, fundraising, charity-affiliated sporting events",

author = "R Bennett and W Mousley and Kitchin, {P W} and R Ali-Choudhury",

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month = may,

language = "English",

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publisher = "European Marketing Academy",

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note = "European Marketing Academy Conference ; Conference date: 01-05-2007",

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TY - GEN

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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

PB - European Marketing Academy

T2 - European Marketing Academy Conference

Y2 - 1 May 2007

ER -

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

Abstract

Conference

Keywords

UN SDGs

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Cite this