Segmenting Volunteer Fundraisers at a Charity Sport Event

Wood, Laura; Snelgrove, Ryan; Danylchuk, Karen

doi:10.1080/10495140903190408

Cited by 49 publications

(67 citation statements)

References 41 publications

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“…It is essential for charity sport organizers to gain a better understanding of both the participation and charitable donation motives of individuals to maximize efficiency in recruiting and retaining participants (Wharf Higgins & Lauzon, 2003). Previous charity sport research identified motivations of charity sport participants (e.g., Filo et al, 2008;, established market segmentation based on motivational and demographic profiles (Bennett et al, 2007;Nettleton & Hardy, 2006;Wood et al, 2010), identified the role of sponsor image (Filo et al, 2010), and created marketing strategies for the recruitment and retention of participants (Filo et al, 2011;Nettleton & Hardy, 2006). Charity sporting events have evolved into common communication and development tools for nonprofits.…”

Section: Charity Sport Participationmentioning

confidence: 99%

“…Similarly, Wood et al (2010) classified the categories as (a) non-identifiers, (b) cause fundraisers, (c) road warriors, and (d) event enthusiasts. Non-identifiers reported no connection to either the sport or fundraising for a cause.…”

Section: Charity Sport Participationmentioning

confidence: 99%

“…Participants are often identified with both the cause itself and the sport or event (Nettleton & Hardey, 2006;Wood et al, 2010). In addition, participation in charity sporting events simultaneously meet the sport participation and altruistic needs of individuals (e.g.…”

Section: Charity Sport Participationmentioning

confidence: 99%

“…Individuals may not have the influence that celebrity athletes or sport organizations have; however, one way they can make a positive impact on the world and raise awareness for social change is by participating in charity sporting events. Gaining a better understanding of participation motives in conjunction with charity motives provides sport managers with the ability to better understand and satisfy participant needs (Wood, Snelgrove, & Danylchuk, 2010), and build mutually beneficial long-lasting relationships with individuals (Wharf Higgins & Lauzon, 2003).…”

Section: Charity Sport Motivationsmentioning

confidence: 99%

“…Charity sporting events provide a unique opportunity for consumers to simultaneously participate in two meaningful activities, charitable giving and sport participation (e.g., Filo et al, 2008, Filo et al, 2009Wood et al, 2010).…”

Section: Literature Review Summarymentioning

confidence: 99%

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Exploring the influence of social media on future intentions of charity sport participants.

Mahoney

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Section: Charity Sport Participationmentioning

confidence: 99%

Section: Charity Sport Participationmentioning

confidence: 99%

Section: Charity Sport Participationmentioning

confidence: 99%

Section: Charity Sport Motivationsmentioning

confidence: 99%

Section: Literature Review Summarymentioning

confidence: 99%

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Exploring the influence of social media on future intentions of charity sport participants.

Mahoney

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What kind of donor are you? Uncovering complexity in donor identity

Bove

Chmielewski

Neville

et al. 2020

Psychology and Marketing

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Identity is a useful lens to understand donation behavior. However, studies have typically conceptualized and examined donor identity as a generic, unidimensional concept. Through in-depth interviews with 52 blood donors, this study sets out to discover if there is more complexity to donor identity, and what implications this might have for marketing communications, in the context of donation of the self (e.g., blood, organs, time, and effort). We use sentiment polarity and amplification analysis of inductive themes to uncover distinct patterns reflective of four different donor identities. We label these the Savior, Communitarian, Pragmatist, and Elitist, which are underpinned by theories of gift-giving, sharing, pragmatism, and signaling, respectively. The typology offers a theory-building mechanism to anticipate the effects of marketing stimuli on donation behavior. We conclude by presenting four theoretical propositions, for which we provide preliminary empirical evidence. The survey data is suggestive of action readiness for donation behavior when a marketing communication message is aligned with its intended donor identity.

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Episodic Volunteering at a Religious Megaevent

Cnaan

Heist

Storti

2017

Nonprofit Mgmnt & Ldrshp

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In preparation for Pope Francis's visit to Philadelphia and the 2015 World Meeting of Families, organizers looked for thousands of volunteers to help carry out these events. This is common for many one‐time and episodic events, such as large sporting events (from marathons to Special Olympics), arts and cultural events (such as festivals and concerts), and fundraising events. After the pope's visit, volunteers were asked to respond to a questionnaire about their experiences and the volunteer management of the event; 2,408 responded (34.4 percent). Data on motivation, who volunteered, recruitment, training, assignment, supervision, communication, satisfaction, and suggestions for improvement were elicited. We focused on episodic volunteering at a religious event and on a broad spectrum of issues pertaining to management of episodic volunteers. Our findings add to the knowledge regarding volunteer management and also add to conceptual understanding of the distinction between ongoing and episodic volunteers.

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Segmenting Volunteer Fundraisers at a Charity Sport Event

Cited by 49 publications

References 41 publications

Exploring the influence of social media on future intentions of charity sport participants.

Exploring the influence of social media on future intentions of charity sport participants.

What kind of donor are you? Uncovering complexity in donor identity

Episodic Volunteering at a Religious Megaevent

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