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.
    LanguageEnglish
    Title of host publicationUnknown Host Publication
    Number of pages10
    Publication statusPublished - May 2007
    EventEuropean Marketing Academy Conference - Iceland
    Duration: 1 May 2007 → …

    Conference

    ConferenceEuropean Marketing Academy Conference
    Period1/05/07 → …

    Fingerprint

    promotion
    participation
    event
    Sports
    cause
    questionnaire

    Keywords

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

    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
    Bennett, R ; Mousley, W ; Kitchin, P W ; Ali-Choudhury, R. / Effective Message Strategies for the Promotion of Mass-Participation Charity-Affiliated Sporting Events. Unknown Host Publication. 2007.
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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’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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    Bennett, R, Mousley, W, Kitchin, PW & Ali-Choudhury, R 2007, Effective Message Strategies for the Promotion of Mass-Participation Charity-Affiliated Sporting Events. in Unknown Host Publication. European Marketing Academy Conference, 1/05/07.

    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 proceedingConference contribution

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    AU - Mousley, W

    AU - Kitchin, P W

    AU - Ali-Choudhury, R

    PY - 2007/5

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    KW - fundraising

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    Bennett R, Mousley W, Kitchin PW, Ali-Choudhury R. Effective Message Strategies for the Promotion of Mass-Participation Charity-Affiliated Sporting Events. In Unknown Host Publication. 2007