Abstract

The charity sport event seems to have emerged as a promising fundraising tool surfing on the increasing society interest for sport and healthy lifestyle and reaching a new target market that others fundraising alternatives fail to reach. They can be used as a communication tool, charities increase their notoriety with the event and it is an opportunity to raise awareness for the cause. The charity events are also a fundraising tool because participants raise funds to take part the event. The last function of these events is to build long term and meaningful relationships with participants to transform them into loyal supporters of the charity. The present research focuses on the last function. Few researches have been made to understand how to transform charity sport events as relationship building mechanism to assist in developing attachment to the charity. To determine these factors fostering the attachment process and leading to the allegiance this research relies on the Psychological Continuum Model. 56 semi-structured interviews have been conducted on three different charity races to identify and understand the factors of allegiance that can be leverage during a charity sport event. The results of the study confirm the importance of the allegiance factors identified in the literature review, meaning the camaraderie, the competency and the cause and reveal the importance of three other factors that are crucial for turning athletes to sport-donors.

Presenters

Blumrodt Jens
Professor and Director MSc Sports&Tourism Management, Management and Organisation, Rennes School of Business, Ille-et-Vilaine, France

Details

Presentation Type

Paper Presentation in a Themed Session

Theme

Sport and Health

KEYWORDS

Charity, Events, Charity Allegiance, PCM, Brand Loyalty

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