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.
|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||European Marketing Academy Conference|
|Period||1/05/07 → …|
- Nonprofit marketing
- donor behaviour
- charity-affiliated sporting events
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.