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The phenomenon of the sport and non-sport charity-challenge from a consumer perspective

This research looks at the sport Charity-Challenge events, as well as non-sport Charity-Challenge events. It investigates how this works from a consumer perspective, and how charities can best use brand building tools to stand out. It turns out that non-sport Charity-Challenges mainly attract altruistically motivated participants, who want an easy and fun way to raise money for charity. Their challenge is usually based around a ritual, which gives them a long, widespread, low-key sense of community. The sport Charity-Challenge participants are more motivated by physically challenging themselves, and are willing to put in a lot of effort that is needed for the sport challenges. They have a very strong sense of community, but only for a limited amount of time. The Charity-Challenges have four different goals: they want attract participants who raise large amounts of money, become loyal, are attached, and spread positive word-of-mouth. From the interviews done in this research, it can be concluded that these beneficial outcomes are most linked to people with altruistic motivations. People that have physical challenge motivations are more likely to put less money in raising donations, and when they succeed in the challenge they will not participate again. Because the non-sport Charity-Challenges accommodate altruistically motivated people and ask little of their participants, they have the group of participants that is most associated outcomes. The sport Charity-Challenges attract mainly physically challenged motivated people, which gives them less loyal participants who raise, relatively, less money.

Uitgever(s): Universiteit van Amsterdam,

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Jet van Batenburg

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evenementen
fondsen
fondsenwerving
motivatie
scripties
sportevenementen

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