Cause for event: not-for-profit marketing through participant sports events
The purpose of this paper was to investigate the motivations of participants attending a sportsevent organised by a not-for-profit organisation as a major source of revenue generation. Aquestionnaire was placed on the website for participants to complete, resulting in a response of N= 218. Overall,...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Conference Paper |
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Gatehouse Design and Print Consultancy RGU
2008
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| Online Access: | http://hdl.handle.net/20.500.11937/33539 |
| _version_ | 1848753974764634112 |
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| author | Taylor, Ruth Shanka, Tekle |
| author2 | Andrew Turnbull |
| author_facet | Andrew Turnbull Taylor, Ruth Shanka, Tekle |
| author_sort | Taylor, Ruth |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The purpose of this paper was to investigate the motivations of participants attending a sportsevent organised by a not-for-profit organisation as a major source of revenue generation. Aquestionnaire was placed on the website for participants to complete, resulting in a response of N= 218. Overall, there was an evenly distributed age range of respondents, 55% being male. Twothirds of the respondents had participated in the event previously, with most taking part in theevent with a partner or friends. The findings indicate that participants placed higher motivationvalue on personal benefits such as to challenge themselves, to have fun, to get fit and to improvetheir athletic ability. It also found that lower motivation was scored for the philanthropic benefitsfor the charity staging the event shown by the lower score attributed to the motivator of raisingmoney for charity. Statistically significant differences were found in motivation between gender,with females achieving significantly higher scores on the motivators of having fun, wanting toprove to themselves that they could do it and raising money for charity. These findings havesignificance for not-for-profit marketing strategies when segmenting those attending not-forprofitrevenue generating events. |
| first_indexed | 2025-11-14T08:33:03Z |
| format | Conference Paper |
| id | curtin-20.500.11937-33539 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:33:03Z |
| publishDate | 2008 |
| publisher | Gatehouse Design and Print Consultancy RGU |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-335392022-12-07T06:50:48Z Cause for event: not-for-profit marketing through participant sports events Taylor, Ruth Shanka, Tekle Andrew Turnbull Bill Donaldson social marketing events motivation Not-for-profit marketing The purpose of this paper was to investigate the motivations of participants attending a sportsevent organised by a not-for-profit organisation as a major source of revenue generation. Aquestionnaire was placed on the website for participants to complete, resulting in a response of N= 218. Overall, there was an evenly distributed age range of respondents, 55% being male. Twothirds of the respondents had participated in the event previously, with most taking part in theevent with a partner or friends. The findings indicate that participants placed higher motivationvalue on personal benefits such as to challenge themselves, to have fun, to get fit and to improvetheir athletic ability. It also found that lower motivation was scored for the philanthropic benefitsfor the charity staging the event shown by the lower score attributed to the motivator of raisingmoney for charity. Statistically significant differences were found in motivation between gender,with females achieving significantly higher scores on the motivators of having fun, wanting toprove to themselves that they could do it and raising money for charity. These findings havesignificance for not-for-profit marketing strategies when segmenting those attending not-forprofitrevenue generating events. 2008 Conference Paper http://hdl.handle.net/20.500.11937/33539 Gatehouse Design and Print Consultancy RGU restricted |
| spellingShingle | social marketing events motivation Not-for-profit marketing Taylor, Ruth Shanka, Tekle Cause for event: not-for-profit marketing through participant sports events |
| title | Cause for event: not-for-profit marketing through participant sports events |
| title_full | Cause for event: not-for-profit marketing through participant sports events |
| title_fullStr | Cause for event: not-for-profit marketing through participant sports events |
| title_full_unstemmed | Cause for event: not-for-profit marketing through participant sports events |
| title_short | Cause for event: not-for-profit marketing through participant sports events |
| title_sort | cause for event: not-for-profit marketing through participant sports events |
| topic | social marketing events motivation Not-for-profit marketing |
| url | http://hdl.handle.net/20.500.11937/33539 |