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 contributionpeer-review


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 → …


ConferenceEuropean Marketing Academy Conference
Period23/05/07 → …

Bibliographical note

Reference text: Bennett, R., & Gabriel, H. (1999). Charity involvement and customer preference for charity brands. Journal of Brand Management, 7(1), 49-66.

Bierhoff, H., Klein, R., & Kramp, P. (1991). Evidence for the altruistic personality from the data on accident research. Journal of Personality and Social Psychology, 59(2), 263-280.

Brodkin, P., & Weiss, M. (1990). Development differences in motivation for participating in competitive swimming. Journal of Sport and Exercise Psychology, 12(2), 248-263.

Gladden, J., Mahony, D., & Apostolopoulou, A. (2005). Toward a better understanding of college athletic donors: What are the primary motives? Sport Marketing Quarterly, 14(1), 18-30.

Key Note (2004). The Sports Market. Hampton: Key Note Ltd.

Lindner, K., & Kerr, J. (2001). Predictability of sport participation motivation from metamotivational dominances and orientations. Personality and Individual Differences, 30(6), 759-773.

McDonald, M., Milne, G., & Hong, J. (2002). Motivational factors for evaluating sport spectator and participant markets. Sport Marketing Quarterly, 11(2), 100-113.

Murgatroyd, S., Rushton, C., Apter, M., & Ray, C. (1978). The development of the telic dominance scale. Journal of Personality Assessment, 42(5), 519-528.

Professional Fundraising (2006). Campaigns, medium, events. Professional Fundraising Online, April 2006, pp. 1-4.

Recours, R., Souville, M., & Griffet, J. (2004). Expressed motives for informal and club/association based sports participation. Journal of Leisure Research, 36(1), 1-22.

Ryan, R., Frederick, C., Lepes, D., Rubio, N., & Sheldon, K. (1997). Intrinsic motivation and exercise adherence. International Journal of Sport Psychology, 28(3), 335-354.

Sloan, L. (1985). The motives of sports fans. In J. Goldstein (Ed.). Sports, Games and Play: Social and Psychological Viewpoints (Second Edition) (pp.175-240). Hillsdale: Lawrence Erlbaum Associates.

Sport England (2005). Understanding Participation in Sport: A Systematic Review., London: Sport England.

Strahilevitz, M., & Myers, J. (1998). Donations to charity as purchase intentions: How they work may depend on what you are trying to sell. Journal of Consumer Research, 24(1), 434-446.

Williamson, G., & Clark, M. (1989). Providing help and desired relationship type as determinants of changes in self evaluations. Journal of Personality and Social Psychology, 56(6), 722-734.

WLR (Weight Loss Resources) (2005). Quick Guide to UK Marathons, Half-marathons and Fun Runs in 2005/6. www.weightlossresources.co.uk/exercise/running/events_2005.htm.


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


Dive into the research topics of 'Effective Message Strategies for the Promotion of Mass-Participation Charity-Affiliated Sporting Events'. Together they form a unique fingerprint.

Cite this