An exploration of charity sport event donor perceptions of online peer-to-peer fundraising mechanisms

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Filo, Kevin
Hookway, Nicholas
Wade, Matthew
Palmer, Catherine
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2022
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Abstract

The employment of online peer-to-peer fundraising has become a critical aspect of the charity sport event experience. Charity sport event participants are encouraged and often requiredto fundraise as part of their involvement. Within this fundraising, participants increasingly use online peer-to-peer fundraising to solicit donations. The current research examines online peer-to-peer fundraising from the perspective of charity sport event donors. Guided by the diffusion of innovation theory and sociological approaches to technology, semi-structured interviews were conducted with individuals who had made an online donation in support of a charity sport event participant in the previous 12 months (N= 24). Four themes emerged from the interviews: technological detachment, technology eases pressure, saturated market, and cause integrity. These themes highlight concerns with the relative advantage inherent to online peer-to-peer fundraising as well as the importance of addressing technological adoption as a social process between users and technologies. The findings provide implications for event managers and charity managers to empower fundraisers to engage further with prospective donors through both online and in-person communication.

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Sport Management Review

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25

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5

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This is an Accepted Manuscript version of the following article, accepted for publication in Sport Management Review. Kevin Filo, Nicholas Hookway, Matthew Wade & Catherine Palmer (2022) An exploration of charity sport event donor perceptions of online peer-to-peer fundraising mechanisms, Sport Management Review, 25:5, 847-870, DOI: 10.1080/14413523.2021.1993645. It is deposited under the terms of the Creative Commons Attribution-NonCommercial License (http://creativecommons.org/licenses/by-nc/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited.

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Marketing

Commercial services

Social Sciences

Hospitality, Leisure, Sport & Tourism

Management

Social Sciences - Other Topics

Business & Economics

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Filo, K; Hookway, N; Wade, M; Palmer, C, An exploration of charity sport event donor perceptions of online peer-to-peer fundraising mechanisms, Sport Management Review, 2022

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