The Donors Supporting Charity Sport Event Participants: An Exploration of the Factors Driving Donations

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Filo, Kevin
Fechner, David
Inoue, Yuhei
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2020
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Abstract

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.

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Journal of Sport Management

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34

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5

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© 2020 Human Kinetics. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal website for access to the definitive, published version.

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Commercial services

Marketing

Strategy, management and organisational behaviour

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Science & Technology

Life Sciences & Biomedicine

Hospitality, Leisure, Sport & Tourism

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Filo, K; Fechner, D; Inoue, Y, The Donors Supporting Charity Sport Event Participants: An Exploration of the Factors Driving Donations, Journal of Sport Management, 2020, 34 (5), pp. 488-499

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