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

R Bennett, W Mousely, P J 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.
Original languageEnglish
Title of host publicationUnknown Host Publication
Number of pages9
Publication statusAccepted/In press - 23 May 2007
EventEuropean Marketing Academy Conference - Iceland
Duration: 23 May 2007 → …

Conference

ConferenceEuropean Marketing Academy Conference
Period23/05/07 → …

Keywords

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

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  • Cite this

    Bennett, R., Mousely, W., Kitchin, P. J., & Ali-Choudhury, R. (Accepted/In press). Effective Message Strategies for the Promotion of Mass-Participation Charity-Affiliated Sporting Events. In Unknown Host Publication