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Leveraging Charity Sport Events to Develop a Connection to a Cause

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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.
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Keywords: CHARITY SPORT EVENTS; LEVERAGING; MOTIVATION

Document Type: Research Article

Publication date: May 1, 2017

More about this publication?
  • Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.
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