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 - 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

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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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publisher = "European Marketing Academy",

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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

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