Charity Sport Events Research Articles

Fostering charity sport event runners' identification to drive social media interaction and willingness to donate

PurposeThis study aims to investigate the impact of self-identification with the event role on runners' social media interaction and willingness to donate.Design/methodology/approachOnline survey data from 319 charity sport event participants are used in this study. Partial least squares structural equation modelling was used to the hypothesis.FindingsThe results suggest that runners' self-identification drives their happiness when participating in CSEs via co-creation and satisfaction. Importantly, runners' happiness positively influences their social media sharing of their positive experiences related to participating in CSEs as well as their willingness to donate the money to non-profit organisations.Originality/valueThis study advances the knowledge about how runners perceive their self-identification when participating in CSEs, which influences their happiness and behavioural responses.

Charity running event for homelessness: the framing effects on prosocial behavioral intentions

ABSTRACT Research questions What are differential framing effects of promotional messages on participants’ prosocial behavioral intentions in the context of charity running events? Do content richness and plight information play a moderating role? Research methods In the first experiment, the authors employed a 2 (message frame: positive vs. negative) x 2 (content richness: rich vs. non-rich) between-subjects design to examine the effects of CRE message frames and richness on prosocial behavioral intentions. In the second experiment, the authors employed a 2 (message frame: positive vs. negative) x 2 (plight information: high vs. low) between-subjects design. The authors recruited two hundred and twenty-three participants (N = 223) for experiment 1 and recruited two hundred twelve (N = 212) participants for experiment 2 via Mturk with compensation of $.75 USD for completing the study. Results and findings The results of the first experiment indicated the negatively framed advertising appeal elicited greater prosocial behavioral intentions. In the rich content condition, the negative (vs. positive) frame has a stronger positive effect on behavioral intentions than in the non-rich condition. The second experiment further validated the impact of the negative framing in charity advertising in the low plight condition. Implications The findings of the current study contribute to the charity sport event literature and provide important insights for managers when promoting their cause-related events.

Serious Leisure, Motivation, Experience Value, and Behavioral Intentions in Charity Sport Event Context

Serious Leisure, Motivation, Experience Value, and Behavioral Intentions in Charity Sport Event Context

Community building in virtual participation charity sport events

ABSTRACT The study aims to explore the drivers of community building in virtual participation charity sport events. The authors conducted a case study of virtual charity events governed by Team World Vision, the sports arm of a global not-for-profit service organisation. They conducted semi-structured interviews with World Vision marketing managers and virtual running race participants, analysed survey and podcast interview data, and performed a document analysis. Four overarching themes were revealed as drivers of community building: community engagement, social networking, impression management, and fitness philanthropy practicing. The study uncovers the peculiarities of the virtual format that helped build virtual communities and create excitement around the cause, such as digitised communication plans, social media- and technology-facilitated opportunities to connect both locally and globally, and the adapted fundraising strategies in the virtual format.

Will Event Volunteers’ Role Ambiguity Affect Performance? Role of Social Exchange Qualities and Gender

ABSTRACT This study examines the effect of role ambiguity on volunteer job performance and investigates the mediating roles of role ambiguity between two social exchange qualities (i.e., team-member exchange and leader-member exchange) and job performance in reducing the negative effect of role ambiguity on job performance. Data were collected from volunteers at charity sport events in the U.S. Hypotheses were tested by using Hayes PROCESS macro model 1 and 4 for SPSS. The study found that role ambiguity is negatively related to job performance and that team-member exchange and leader-member exchange indirectly influence job performance through the mediating mechanism of role ambiguity. Also, the moderating effect of gender on the relationship between role ambiguity and job performance was found. Theoretical and practical implications for charity sport event volunteers, as well as recommendations for future research, are presented.

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

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.

An Examination of Motivations, Attitudes and Charitable Intentions for Running in a Charity Event

Running, as a form of leisure time physical activity is generally popular due to its low-cost entry, easy access to practice, and the convenience and accessible nature of the activity. Specifically, one type of running experience sought by many is charitable running or running for a cause (i.e., cause-related sport event). While there is a growing body of literature on charity sport events, little is known about how the charitable motives and participant identity with the event affect future behaviors associated with the cause and the event. Grounded in identity theory, the purpose of this article was to examine the effect of salient identities and charitable motives on future intentions associated with a cause-related event. Data were collected from the second annual Norfolk Freedom Half Marathon, in Virginia, via an online survey that was sent to all registered runners (1,372) one week after the race and 557 participants responded. We found charity motives to be the dominant influence on both charitable and purchase intentions in cause-event participants. This study contributes to the existing amateur sport literature as one of the first to report on a military-oriented sport event with military affiliated participants; the creation of the Charitable Motives in Sport Scale (CMISS), the Runner Identity Scale (RIS) and the Military Identity Scale (MIS); and the addition of a new military/runner identity typology, which we hope would be useful for future military-affiliated running events.

Charity Sport Event Sponsorship as Value Creation Strategy: An Event Participant Perspective

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.

Exploring the value sponsors co-create at a charity sport event: a multiple stakeholder perspective of sport value

ABSTRACT The charity sport event experience is created by a wide array of stakeholders. This research explores value co-creation for charity sport event sponsors. Specifically, the purpose of the current research is to examine charity sport event sponsors’ and managers’ perceptions of how sponsors co-create value in the charity sport event context. Semi-structured interviews were conducted with charity sport event sponsors (n = 5) and charity sport event managers (n = 5). Within the interviews with sponsor representatives, one theme, sponsor contributions as symbolic contributions, and two categories: giving beyond financial contribution and internal awareness were uncovered. One theme, sponsors as event advocates, and two categories, cause amplification and employee participation, emerged from the interviews with event managers. The interviews also revealed similarities in the perceptions of sponsor managers and event managers in that sponsor employees are viewed as important advocates for the cause and partnership. Meanwhile, differences between the two groups emerged as event managers spoke explicitly about importance of financial contributions from the sponsors, while sponsorship managers highlighted how the sponsorship went beyond the monetary aspects. The findings can be integrated into event management strategy to create off-site event initiatives and to use digital storytelling facilitate engagement between the event and sponsor.

Antecedents and consequences of satisfaction among participants in health-affiliated charity sport events

PurposeUnderstanding factors that enhance participants' satisfaction has become critical to developing effective donor retention strategies for charity sport events (CSEs). However, there is a lack of empirical research on participants' satisfaction with CSEs. The purpose of this study is to examine the antecedents and consequences of satisfaction among CSE participants and to empirically test the relationships between the proposed constructs.Design/methodology/approachData were collected from 238 participants from four Relay For Life (RFL) events organized by the American Cancer Society, North Central Region in the USA. Confirmatory factor analysis and structural equation modeling were conducted to analyze the measurement model and the structural model.FindingsThe results of the structural model indicated that perceived prosocial impact, sense of community and trust in CSE had significant positive effects on CSE satisfaction, while venue quality, knowledge attainment and entertainment value did not positively influence CSE satisfaction. CSE satisfaction had a positive direct effect on participant loyalty to CSE, which had a significant contribution to future participant intent.Practical implicationsThe findings of this study provide CSE directors and marketers with valuable insights into the process of how to build long-term relationships with participants by identifying factors that influence participants' satisfaction and its consequences.Originality/valueBy measuring the mediating role of CSE satisfaction, this study provides a deeper understanding of the causal pathways from the antecedents to participant loyalty through CSE satisfaction.

Research on Local Problem-focused Charity Sport Event: Multi-stakeholder Perspective and Social Impact Logic Model

Research on Local Problem-focused Charity Sport Event: Multi-stakeholder Perspective and Social Impact Logic Model

When the gift is halfhearted: A socio-cultural study of ambivalence in a charity sport event

Taking a culturally sensitive approach, we set out to explore the social response to, and the cultural adoption of, charity sport events in Israel, where this phenomenon is relatively new and understudied. We show that charity sport events participation is accepted with mixed feelings: participants are motivated by their novice athletic aspirations and love for bike riding, and by their emotional connection to the cause, but at the same time are reluctant to fundraise and donate due to socio-cultural barriers. Using a qualitative, exploratory, single case study design, and relying on the literature of charity sports events, we show that in contrast to the extant distinction between philanthropic givers’ motivations and non-givers’ barriers, participants in charity sport events experience simultaneous motivations for and barriers to their own philanthropic giving. Although they strongly identify with their role as bike riders, and are motivated to take part in a challenging ride, they struggle with the roles of fundraiser and philanthropist that are inherent components of charity sports events. The combination of these experiences yields the experience of ambivalence towards philanthropic giving, which we accordingly term as ambivalent philanthropy.

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

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.

Pink Matters: Impact Of Cause-related Marketing Campaign On Intentions To Test Breast Cancer

PURPOSE: The role of the charity sport event on health promotion has been radically significant. In addition, cause-related marketing (CRM) is one of the most prominent strategies for event organizers to maintain the financial stability of the organization. Although many literatures focus on the business side of CRM, there is a lack of theoretical models that explains the association between CRM predictors and health campaign outcomes considering health behavior. Considering the importance of corporate sponsorship of philanthropic sport events, it is necessary to investigate how a health campaign in the sport event have an impact on stakeholders, especially those who participate in the event. Thus, the purpose of this study is to examine how the campaign is associated with the participant’s health belief and ultimately change their health-promoting behavior using an extended model of CRM campaign. METHODS: The structural equation modeling (SEM) was used to investigate the direct/indirect effects of the campaign on sponsor image and breast cancer test. This study was conducted with 1,000 females (18-56) who participated in the Pink Ribbon Marathon. RESULTS: The overall structural model’s goodness of fit showed excellent (χ2 = 15489.377, p<.01; RMSEA = .049, 90% CI =.046-.052; SRMR =.075; TLI =.910; and CFI =.918). SEM revealed that the following factors of Sponsor Fit (β = .736, p <.01). However, sponsor image, product reputation, and CSR were found to have no significant association with the campaign impact. Also, the findings of the results indicated that the impact of the campaign was found to have statistical significance with Perceived Barriers (β = .151), Perceived Threat (β = .-0.168), Self-Efficacy (β =.405), and Cues to Action (β =.650). All four factors regarding health belief positively influence on the intention to participate in breast cancer test. CONCLUSIONS: The results show that the pink ribbon campaign led to a higher level of the intention for breast cancer test by mediating participants’ existing health beliefs. Also, the effect of the campaign was expanded to creating a positive sponsor image. The findings provide insights into designing their cause-related marketing initiatives for practitioners. More detailed explanations concerning theoretical and practical implications will be presented.

Understanding motives for attending charity sport events in Thailand

Purpose This study aims to examine the effects of motives for attending charity sport events on perceptions of self-congruity and charity sport event identification. It also examined the mediating role of self-congruity on the relationships between motives for attending charity sport events and charity sport event identification. Design/methodology/approach Data were collected through an online self-administered survey of 330 participants who had attended charity sport events in Thailand. A series of multiple regressions and the PROCESS macro method were used for analysing direct and indirect effects. Findings The results clearly indicated that physical and charitable motives had a significant impact on event identification. While physical, social and charitable motives had an impact on self-congruity, self-congruity had a greater impact on event identification. The role of self-congruity, meanwhile, mediated the relationship between physical, social, enjoyment and charitable motives and the event identification. Research limitations/implications The results of this study contribute to the extension of the body of knowledge, especially in regard to special events and charitable foundations where the proposed relationships have yet to be studied. Originality/value Using the social identity theory as a theoretical background, the study adds to the comprehensive understanding of social and psychological motives to build an identity and enhance a strong sense of identification and belonging to a charity sport event.

Motivations for Participating in Charity Sport Events for Participants

Yardım amaçlı spor etkinlikleri, hayırsever birey veya kurumların, gereksinim sahiplerine bağış toplamada kullandıkları bir yöntem olarak ortaya çıkmıştır. Bireyler; içerisinde hayırseverliği ve fiziksel aktiviteyi bulunduran bu etkinliklere, farklı güdülerin etkisinde kalarak katılım göstermektedirler. Bu nedenle araştırmanın amacı; yardım amaçlı düzenlenen bir spor etkinliğine katılan bireylerin güdülerini tespit etmek olarak belirlenmiştir. Alanyazın taraması ışığında; İzmir’in Çeşme ilçesinde, kartopu örnekleme yöntemiyle yardım amaçlı düzenlenen bir bisiklet yarışına (Veloturk Gran Fondo Çeşme Bisiklet Yarışı) katılan 26 kişi ile yarı yapılandırılmış derinlemesine görüşme yapılmıştır. Elde edilen verilere içerik analizi uygulanmıştır. Bulguların analizi sonucunda; hayırseverlik ve pro-sosyal davranış, etkinliğin yapıldığı yer (hayırseverlik turizmi), rekreasyonel ve spor ile ilgili güdülerin katılımda etkili olduğu sonucuna ulaşılmıştır. Özünde sporu barındırdığı için; sağlıklı yaşam, rekabet, başarılı olma arzusu, hedonik dürtüler, yeteneklerin sınanması öncelikli katılım güdüleri arasında yer almıştır. Bununla birlikte; yardım amaçlı spor etkinliklerinin topluma yarar sağladığı yönünde bulgular tespit edilmiştir.

Using a Sport Event to Create a Sense of Community: Charity Sport Event Manager Perspectives

Charity sport events not only involve completing the activity, but also the opportunity to bring people together. A variety of research has examined charity sport events' capacity to foster a sense of community from the participant point of view. The current research examines sense of community within charity sport events from the event management perspective and advances the following research question: What do charity sport event managers feel they have put in place to create sense of community among participants? To address this research question, qualitative data were collected via interviews with 15 charity sport event managers in Japan. An interview guide comprised of six demographic questions, along with nine questions based upon the sense of community in sport framework was utilized. Five themes were identified within the interviews: charitable contribution, soliciting feedback from participants, interactive event environment, supplementary activities, and lack of competition. Two themes from the sense of community in sport framework that did not emerge across the interviews underscore opportunity for event managers to leverage mobile applications and online discussion forums to engage participant's shared interest in sport, as well as enlist leaders among event participants to serve as advocates. Based on the current results, future research can include managers from the designated charities aligned with events to assess whether the sense of community created within these events leads to long-term benefits for the organization.

Charity sport event participants and fundraising: An examination of constraints and negotiation strategies

Charity sport events provide participants with a meaningful event experience, and the opportunity to support a charitable cause is a critical component of this experience. This opportunity often involves fundraising, either as a requirement of event participation or as an option to supplement registration. However, fundraising as part of charity sport event participation is a difficult task. In the current research, the authors examine the challenges faced by charity sport event participants in soliciting donations, and the effort made to overcome these challenges. Constraint negotiation served as a theoretical framework to guide this examination. Semi-structured interviews (N = 27) were conducted with Triathlon Pink participants to discuss their fundraising process and their attitudes towards fundraising. Four constraints were revealed: lack of receptivity among potential donors, perceived lack of money from potential donors, discomfort in asking, and lack of time. These constraints were negotiated through three strategies: narrative, prizes and incentives, and emphasising that any bit helps. Based upon the themes uncovered, charity sport event managers can implement increased education of fundraisers and point of sale donations within the registration process.

Leveraging Charity Sport Events to Develop a Connection to a Cause

Charity sport events can be strategically leveraged to provide benefits beyond the event itself. This study explores how charity sport events can be leveraged as an opportunity for nonprofit organizations to stimulate participants' interest in their other cause-related activities. Specifically, the relationships between motives for participation and future intentions to engage in additional cause-related activities are examined. Questionnaires were used to collect data at three separate and uniquely themed running events in support of charities tied to Alzheimer's disease, anaphylaxis, and mental health. Results from the multiple regression analysis highlight the predictive importance of cause, social, and event theme as predictors of future intentions. The physical aspect of the event was an important factor in attracting participants to the event but not predictive of future intentions to engage in additional charity-related activities.

Doing Good with My Body: Physical Philanthropy through Physically Active Participation in Charity Sport Events

Doing Good with My Body: Physical Philanthropy through Physically Active Participation in Charity Sport Events