Abstract
ABSTRACT As the fundraising climate for nonprofit organizations becomes increasingly competitive for the public's attention and charitable giving, social marketing research can help to gather information for mutual benefit. This paper describes a study that evaluated a weekend cycling fundraising event for the Multiple Sclerosis Society to better understand participants' experiences and improve the event. Data were collected via questionnaires (n = 78) revealing perceptions of the benefits and costs of participation, as well as cyclists' ratings of self and external efficacy. Telephone interviews (n = 25) captured participants' reactions to the event's marketing materials and communication strategies. Implications for improving the event to maximize benefits and reduce costs, enhance its marketing, recruit future and retain existing participants and positioning the event are offered.
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