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 |
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Title of host publication | Unknown Host Publication |
Number of pages | 9 |
Publication status | Accepted/In press - 23 May 2007 |
Event | European Marketing Academy Conference - Iceland Duration: 23 May 2007 → … |
Conference
Conference | European Marketing Academy Conference |
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Period | 23/05/07 → … |
Bibliographical note
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Keywords
- Nonprofit marketing
- donor behaviour
- fundraising
- charity-affiliated sporting events.