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Non Profit Charity Events

Paper Type: Free Essay Subject: Marketing
Wordcount: 3587 words Published: 16th May 2017

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Non Profit Charity Event

Executive Summary

As part of contributing back to society, non-profit organizations have been struggling in recent years to raise charity funds as much as they had expected. Due to this dilemma, the Australian Defence Force wishes to evaluate their annual fund-raising event, the Defence Lake Attack, in order to understand what inspires people to become more involved with the event. The current study investigates why participants are motivated or not motivated to participate in the event, and what are the main stimuli that affect participants’ satisfaction in the event.

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In order to fill the gap in previous researches, this research aims to provide clearance on why people would or would not participate in and contribute to charity in terms of understanding the factors that influence people to participate in charity events, the different participants profiling, the reasons why Australians contribute lesser and lesser to charity events, the different motivating factors that affect individual level of participation desire, the improvements of the physical aspect of the charity event which can be made in order to raise customer satisfaction, as well as the aspects that participants deem as important in relation to charitable organizations or events.

To support the analysis and interpretation of this research regarding the Defence Lake Attack Charity Fun/Run Walk event, a literature review has been developed in order to understand the key constructs that should be examined. The literature review consists of studies on management post event evaluation, consumer satisfaction and consumer post event evaluation, consumer motivations in a charity event, and consumer information search regarding charity events/organizations. The specific theories or constructs that help to provide answers to this research study include income level and education level having a positive relationship with charity participation; the ultimate purpose of the charity is the main motivating factor for charity participation; perception of quality service influencing consumer satisfaction; and adequate customer information reach will lead to having more participants engaging in the charity events.

1. Background Information

Charity is the act of giving to those in need and perhaps a helping hand reaching out to rescue some from the inferno of their present life. It is not difficult and yet also not easy to make a donation to a charity organization or charity event. It all depends on the competent individuals whether they are willing to give something back or would rather retain everything for themselves. Thus, the main question is what makes an individual participate in charity willingly and happily?

The Australian Defence Force has been striving to raise funds for over two decades to contribute to charity. It has organized an annual event named the Defence Lake Attack Fun Run/Walk in order to help a number of charities with the focus on children needs. Since its establishment in 1983, the Lake Attack event has become the centerpiece of the Australian Defence Force's fundraising events in Victoria. Furthermore, it has evolved from just being an Army road relay race between Melbourne and Puckapunyal into a series of charity focused events with the aim to raise money for exceptionally noble non-profit organizations such as Legacy, Redkite, The Compassionate Friends Victoria Inc., and Kidsafe Victoria. Astonishingly, 2008 marks the 26th anniversary of this worthy and enjoyable event and people of all ages are encouraged to participate in this year’s crucial community fundraising effort no matter what athletic abilities they possess because it is a healthy activity and a family fun day while supporting a worthwhile community fundraising event at the same time (Start To Finish Event Management 2008).

However, fundraising has met notable obstacles in recent years. Although, non-profit organizations play an important role influencing society both socially and politically, as well as making substantial contribution to economic activity (Australian Bureau of Statistics 1999; Milne et al. 1996), all sources of non-profit funding are by and large declining (O’Keefe and Partners 2002). According to recent statistics, corporate support has been down 20% since 1998 (O’Keefe and Partners 2002), and surprisingly, government funding to Australian non government organizations’ revenue is only 30% (Australian Bureau of Statistics 1999). Moreover, levels of individual donations in Australia are relatively low as compared to other western countries (Groom 1995). Consequently, charitable organizations are continuously searching for better ways to increase awareness amongst their community with the hope of being able to raise more funds for a good cause. This is also the case for the organizers of the Defence Lake Attack Fun Run/Walk. Several questions may arise to mind. How have past events been perceived by participating individuals? What motivates participants to become more involved in the event? What needs to be improved in order to attract more participants to join the event? How best to organize the event in the future?

2. Research Objectives

The purpose of this study is to look at the influences on participant motivation, areas of improvements, customer satisfaction, and the overall evaluation of the Defence Lake Attack Charity Fun Run/Walk event. The specific objectives of this study are:

  • To determine participant motivation for the event;
  • To determine aspects of the event that could be improved;
  • To determine participant satisfaction with the event;
  • To profile the participant of the fun run/walk.

As a result of the decline in sources of non-profit funding, our aim is to help identify potential holdbacks that are putting individuals off from participating in and contributing to charity events. In this report, we are going to study about the motivating factors that would cause individuals to join the Defence Lake Attack Charity Fun Run/Walk event. The following will be the research questions and hypotheses which we are going to research on:

RQ1:What influence people to participate in charitable events?

H1:The ultimate cause of the charity is the main motivating factor for participants.

RQ2:Will income level influence people to get involved in charity events?

H2:People with higher income will donate more to charity.

RQ3:Will Education level influence people to participate in charities?

H3:People with higher education level will more likely participate in charitable events.

RQ4:Why do Australians contribute lesser and lesser to charity events?

H4:Donations do not go directly to those in need, but more to benefit the organization.

RQ5:Will other personal reasons motivate individuals to participate in the charity run event?

H5:Some participants only join in the charity run for personal fun.

RQ6:What drives participants to participate again in future events?

H6:Positive perception (post event evaluation) will lead to re-participation.

RQ7:Will the staff performance at the charity event affect consumer satisfaction?

H7:Quality service will be positively related to customer satisfaction.

RQ8:Will the atmosphere (adequate restroom facilities for example) at the charity event influence participants to participate again in future events?

H8:Availability of adequate facilities at the charity event will influence participants’ attitude towards future events.

RQ9:Why do Australians contribute lesser and lesser to charity events?

H9:The majority of people are unaware when a charity event takes place.

3. Literature Review

Management Post Event Evaluation

To achieve a successful charity event, first of all the organization itself has to understand important factor of donor motivation, whether the participants attend the charity simply for the activity itself, to support the cause, for social reason or some combination thereof (Tsuji et al. 2007). A successful event can facilitate a celebratory function, promote social cohesion, and inclusion for volunteers, staff and participants, and bring together a cross-section of the community on behalf of an important community purpose (Tsuji et al. 2007). Moreover, according to Soukup (1983) it is stated that charity organizations also evaluate the success of their charity events almost like the way for profit organizations do. The evaluation criteria to determine whether the charity event was a success or not include measurements in terms of cost effectiveness, attendance, resulting publicity, financial results, effect on volunteer recruitment, quality of staff, staff and volunteer time effectiveness, ethical appropriateness, non-financial return, public opinion, and most importantly whether the charity objectives were met or not. Methods which are commonly used to acquire information in order to evaluate the level of success of the event include financial records, statistics for attendance, and questionnaires from participants (Wise 2005).

Consumer Satisfaction and Consumer Post Event Evaluation

A crucial factor affecting consumer satisfaction and post event evaluation is perception. According to Neal (2004), it is mentioned that perception is one of the main internal influences that will shape consumer buying behavior and will determine the level of satisfaction after having obtained the product or experienced the service provided. In the case of having a charity event, which heavily relies on the service provided by the staff and volunteers in order for the event to run smoothly, participants generally define quality service as the discrepancy between their expectations and perceptions (O’Neill et al. 1999). Consumer perception is everything because once consumers have negative perceptions towards a particular product; future involvement with that product is very unlikely. Furthermore, their perception of the service provided is highly driven by their expectations. As long as the service experience lives up to their expectations, the customer will be satisfied and will likely participate in future happenings (O’Neill et al. 1999). Therefore, perception is a critical determinant that links consumers to the level of satisfaction and how positively or negatively they are going to evaluate the event. After having experienced a particular event, participants will store the feeling of satisfaction (positive post-event evaluation) or dissatisfaction (negative post-event evaluation) in their memory and it is going to affect their future choices of whether they should re-participate in the event or not (Neal 2004). Importantly, the facilities or services available at the charity sports event must meet customer needs and wants or expectations in order to encourage people to participate again in the future. If a person experiences low-quality service (such as insufficient food and beverages) or incompetent service delivery from staff, then future attendance will be in doubt (Getz, 1998). Moreover, the participants are most likely going to evaluate an event through the physical conditions or facilities which are provided by the affiliated charity, such as parking options, insufficient waste management system (toilet facilities), first aid facilities, convenience of registration process, information provision and so on. If participants give those services or facilities positive evaluation, then it could lead people to continuously participate in those charity sport events (Love and Crompton 1995). Get help with your essay from our expert essay writers...

Motivation for Charity Participation

Charitable events that are related with sport occasions have to attract participants in order to raise funds, and thus need to understand the motives that drive people to connect willingly and participate willingly in the sport events. Motives for participation in charity sport events are generally related to the sporting activities itself (the ultimate purpose of the charity), social interactions, desires to pursue a healthy lifestyle, personal behaviors and so on. According to Haskel (1987) a common motive of sports participation is a person’s desire to achieve a healthy lifestyle leading to a sense of physical well being and mental composure, such as stress reduction, physical arousal, and excitement. However, there are three major factors that influence the desire to pursue a healthy lifestyle. They are age, income level, and educational background (Granzin et al. 1998). Individuals who wish to pursue a healthy lifestyle will tend to continue participating in a sporting activity for significantly longer periods than others (Ryan et al. 1997). Additionally, it has been found that significant factors that will motivate people for participating in sport events are relevant with social interaction, exhibitionism, competitive desire to enjoy friendliness in society and to mix socially with others who enjoy the same activity (Funk et al. 2002). Moreover, competitive spirit and the desire to achieve are known to drive many people to participate in sporting events. Achievement in sports can lead to feelings of self-fulfillment and a sense of deep personal satisfaction for having risen to the challenge of the demands imposed by a sporting activity (Rudnicki & Wankel 1988). Regardless of a person’s sense of psychological involvement with helping a charity, it is likely that strong feelings of involvement will encourage an individual to participate in an event associated with the charity or charities concerned. This can lead to a sense of duty to take part and a strong desire to contribute a large amount of money for the good causes supported by the charity event (Wohlfeil & Whelan 2002). However, one of the main reasons for low fund raising results is due to the fact that the community as a whole is concerned or doubts the purpose of the charity (Roy & Graeff 2003).

Customer Information Search

According to Howe (2001), it is said that even organizers of charity events would want their events to be successful and to be able to raise a lot of awareness and funds. And in order to be able to do so, people have to be able to receive information regarding those events. The most commonly used approach to disseminate information about when and where the charity event would take place and to reach out to the public is normally through a church dinner, fair, or a formal auction dinner. Furthermore, event organizers would generally form a committee to promote the charity event by producing fliers, announcing the coming charity event on the Internet, and advertise in the local paper. Sometimes there is a possibility that local papers would not charge a fee for advertising if they are listed as a sponsor for the charity event. Other commonly methods used in order to reach out to the public is through talking to the local radio and TV channels to see if they are willing to sponsor the charity event. This would be able to attract and reach more potential participants of the charity event because by having good media coverage on the event, it is convenient for people to receive as well as search for information regarding the charity event (Bendapudi et al. 1996).


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