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

Q3 Economics, Econometrics and Finance International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2013-02-01 DOI:10.1002/NVSM.1458

M. Hendriks, E. Peelen

引用次数: 36

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.

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行动中的人物角色:将活动参与动机与慈善捐赠和体育活动联系起来

慈善组织继续利用体育赛事为慈善事业筹集资金，并为参与者提供有意义的经历。本研究分析了参与慈善体育赛事的动机。根据聚类分析，将参与者分为四类;对于他们中的每一个人，人物角色都是在定性研究的基础上构建的。如何用不同的命题来接近这些人物角色，已经根据他们的动机和/或实际的体育活动来制定。本研究的目的是促进对人物角色创建的共同理解和方法，这是一种新的，很大程度上未经测试的工具。此外，本研究证明了检测最有价值的参与者细分的价值，以影响和利用未来和重复参与，作为慈善事业筹款活动成功的基础。版权所有©2012 John Wiley & Sons, Ltd。

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.