Fundraising for a charity sport event (CSE) is a critical and challenging aspect of the event experience. CSE participants (i.e., CSE fundraisers) must engage with their network of friends, family, and colleagues (i.e., CSE donors) to solicit donations. A better understanding of CSE donor motives can translate to more effective fundraising among participants, which could be applicable to other peer-to-peer and sport-based fundraising initiatives. The researchers explored the factors driving CSE donors to contribute on behalf of CSE participants. Eight mechanisms driving charitable giving provided the theoretical framework. Semistructured interviews (N = 24) were conducted with individuals who had donated to a CSE participant within the previous 12 months. Four themes emerged: feel good factor, perceived efficacy of donations, inspired by youth, and affinity for the participant. With these themes in mind, CSE managers may implement school outreach programs and testimonials from donors to achieve positive fundraising outcomes.
Kevin Filo, David Fechner, and Yuhei Inoue
David Fechner, Kevin Filo, Sacha Reid, and Robyn Cameron
Sponsoring charity sport events (CSEs) represents an opportunity for businesses to achieve a variety of marketing objectives. Event sponsors need to promote their brand in an authentic manner because CSE participants may be skeptical of the sponsor if they believe the organization is supporting the event solely for commercial purposes. The current research examines the perceptions that CSE participants have for a sponsor’s contribution to the value creation process of the event. Semistructured interviews (N = 17) were conducted with MS (multiple sclerosis) Moonlight Walk 2018 participants to explore how this key stakeholder perceives the contribution of the sponsor (Harbour ISP [Internet service provider]) in the event experience. Five themes were uncovered: raising CSE awareness, cultivating a fundraising network, engaging authentically, celebrating constituents, and providing operational support. Building on the findings of this research, CSE managers and sponsors should work to share the story behind their partnership while integrating event participants in the development of the sponsorship program.