Personas in action: linking event participation motivation to charitable giving and sports

Abstract

Charitable organizations continue to use sport events to raise money for the cause and provide meaningful experiences for participants. This study analyzes the motivation for participating in a charity sport event. Four segments of participants have been distinguished based upon a cluster analysis; for each of them, personas have been constructed on the basis of qualitative research. How to approach these personas with different propositions has been formulated on the basis of their motivation regarding the cause and/or the actual sport activities. The purpose of this study is to contribute to a common understanding and method of creation of personas, a new and largely untested tool. Furthermore, this study demonstrates the value of detecting the most valuable participant segments in order to influence and leverage future and repeat participation as a basis for success of a fundraising event for a charity's cause.Copyright © 2012 John Wiley & Sons, Ltd.

Episodic Volunteering at a Religious Megaevent

“…A review of the literature suggests that episodic volunteering is quite common in sporting events (Filo, Funk, andO ' Brien 2008a, 2008b;Hamm, MacLean, and Misener 2008 ;Neufeind, Guntert, and Wehner 2013 ) and fundraising events (Beder and Fast 2008 ;Hendriks and Peelen 2013 ;Filo, Spence, and Sparvero 2013 ;Wood, Snelgrove, and Danylchuk 2010 ). Indeed, most knowledge about episodic volunteering falls into one of two bodies of literature: journals devoted to nonprofit and volunteering studies or journals devoted to sports and leisure.…”

Satisfaction, organizational commitment and future action in charity sport event volunteers

“…Quantitative CSE studies show a primary focus on motives for volunteering as an outcome or predictor of intended future participation (15 of 18 studies identified) rather than constructs reflecting CSE volunteers' experience such as satisfaction or connection to the organization hosting the event (Table ). Specifically, five of 18 quantitative CSE studies examined satisfaction with the event/volunteering (Hendriks & Peelen, ; Taylor & Shanka, ; Won et al , ; Woolf et al , ) or sense of connection to/identification with the host organization (Mayer et al , ; Woolf et al , ). Of these, only two provided a statistical test of the predictors of satisfaction and its relationship to intended future CSE volunteering (Taylor & Shanka, ; Won et al , ).…”

“…Tough Mudder, 2014), while others have a more causerelated focus and are less physically demanding (e.g. Relay For Life; American Cancer Society, 2014) (Hendriks & Peelen, 2013;Rundio et al, 2014). Critically, CSEs are time, labour and resource intensive and require NPOs to mobilize large numbers of volunteers to ensure that the events are successful and cost-effective (Higgins & Lauzon, 2003;Ruperto & Kerr, 2009).…”

Bifactor analysis of motivation for charity sport event participation

“…Among all fundraising methods, charity sport events (CSEs) which combine sport and charitable activities have been one of the most popular types (Filo, Spence, & Sparvero, 2013;Gladden, Mahony, & Apostolopoulou, 2005;Hendriks & Peelen, 2013). Research reports that charity sport events not only introduce the organization to new donors and strengthen the relationships with the current donors through participation in sport activities, but they also generate publicity for the organization and its mission (Filo et al, 2013; Grantspace 2014; Won & Park, 2010 given NPOs' strong reliance on donor funding and their need to enhance public awareness.…”