Marketing Essays – Non Profit Charity Event

Non Profit Charity Event

Executive Summary

As portion of lending back to society, non-profit organisations have been fighting in recent old ages to raise charity financess every bit much as they had expected. Due to this quandary, the Australian Defence Force wishes to measure their one-year fund-raising event, the Defence Lake Attack, in order to understand what inspires people to go more involved with the event. The current survey investigates why participants are motivated or non motivated to take part in the event, and what are the chief stimulations that affect participants’ satisfaction in the event.

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In order to make full the spread in old researches, this research aims to supply clearance on why people would or would non take part in and lend to charity in footings of understanding the factors that influence people to take part in charity events, the different participants profiling, the grounds why Australians contribute lesser and lesser to charity events, the different motivation factors that affect single degree of engagement desire, the betterments of the physical facet of the charity event which can be made in order to raise client satisfaction, every bit good as the facets that participants deem as of import in relation to charitable organisations or events.

To back up the analysis and reading of this research sing the Defence Lake Attack Charity Fun/Run Walk event, a literature reappraisal has been developed in order to understand the key constructs that should be examined. The literature reappraisal consists of surveies on direction station event rating, consumer satisfaction and consumer station event rating, consumer motives in a charity event, and consumer information hunt sing charity events/organizations. The specific theories or concepts that help to supply replies to this research survey include income degree and instruction degree holding a positive relationship with charity engagement ; the ultimate intent of the charity is the chief motivation factor for charity engagement ; perceptual experience of quality service act uponing consumer satisfaction ; and adequate client information range will take to holding more participants prosecuting in the charity events.

1. Background Information

Charity is the act of giving to those in demand and possibly a assisting manus making out to deliver some from the hell of their present life. It is non hard and yet besides non easy to do a contribution to a charity organisation or charity event. It all depends on the competent persons whether they are willing to give something back or would instead retain everything for themselves. Therefore, the chief inquiry is what makes an single participate in charity volitionally and merrily?

The Australian Defence Force has been endeavoring to raise financess for over two decennaries to lend to charity. It has organized an one-year event named the Defence Lake Attack Fun Run/Walk in order to assist a figure of charities with the focal point on kids demands. Since its constitution in 1983, the Lake Attack event has become the centrepiece of the Australian Defence Force ‘s fund-raising events in Victoria. Furthermore, it has evolved from merely being an Army route relay race between Melbourne and Puckapunyal into a series of charity focused events with the purpose to raise money for exceptionally baronial non-profit organisations such as Legacy, Redkite, The Compassionate Friends Victoria Inc. , and Kidsafe Victoria. Amazingly, 2008 marks the 26Thursdayday of remembrance of this worthy and gratifying event and people of all ages are encouraged to take part in this year’s important community fund-raising attempt no affair what athletic abilities they possess because it is a healthy activity and a household merriment twenty-four hours while back uping a worthwhile community fund-raising event at the same clip ( Start To Complete Event Management 2008 ) .

However, fund-raising has met noteworthy obstructions in recent old ages. Although, non-profit organisations play an of import function act uponing society both socially and politically, every bit good as doing significant part to economic activity ( Australian Bureau of Statistics 1999 ; Milne et Al. 1996 ) , all beginnings of non-profit support are by and big worsening ( O’Keefe and Partners 2002 ) . Harmonizing to recent statistics, corporate support has been down 20 % since 1998 ( O’Keefe and Partners 2002 ) , and surprisingly, authorities support to Australian non authorities organizations’ gross is merely 30 % ( Australian Bureau of Statistics 1999 ) . Furthermore, degrees of single contributions in Australia are comparatively low as compared to other western states ( Groom 1995 ) . Consequently, charitable organisations are continuously seeking for better ways to increase consciousness amongst their community with the hope of being able to raise more financess for a good cause. This is besides the instance for the organisers of the Defence Lake Attack Fun Run/Walk. Several inquiries may originate to mind. How have past events been perceived by take parting persons? What motivates participants to go more involved in the event? What needs to be improved in order to pull more participants to fall in the event? How best to form the event in the hereafter?

2. Research Aims

The intent of this survey is to look at the influences on participant motive, countries of betterments, client satisfaction, and the overall rating of the Defence Lake Attack Charity Fun Run/Walk event. The specific aims of this survey are:

  • To find participant motive for the event ;
  • To find facets of the event that could be improved ;
  • To find participant satisfaction with the event ;
  • To profile the participant of the merriment run/walk.

As a consequence of the diminution in beginnings of non-profit support, our purpose is to assist place possible holdbacks that are seting persons off from take parting in and lending to charity events. In this study, we are traveling to analyze about the motivation factors that would do persons to fall in the Defence Lake Attack Charity Fun Run/Walk event. The followers will be the research inquiries and hypotheses which we are traveling to research on:

RQ1: What influence people to take part in charitable events?

Hydrogen1: The ultimate cause of the charity is the chief motivation factor for participants.

RQ2: Will income degree influence people to acquire involved in charity events?

Hydrogen2: Peoples with higher income will donate more to charity.

RQ3: Will Education level influence people to take part in charities?

Hydrogen3: Peoples with higher instruction degree will more likely participate in charitable events.

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

Hydrogen4: Contributions do non travel straight to those in demand, but more to profit the organisation.

RQ5:Will other personal grounds motivate persons to take part in the charity run event?

Hydrogen5: Some participants merely join in the charity tally for personal merriment.

RQ6: What drives participants to take part once more in future events?

Hydrogen6: Positive perceptual experience ( post event rating ) will take to re-participation.

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

Hydrogen7: Quality service will be positively related to client satisfaction.

RQ8: Will the ambiance ( equal public toilet installations for illustration ) at the charity event influence participants to take part once more in future events?

Hydrogen8: Handiness of equal installations at the charity event will act upon participants’ attitude towards future events.

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

Hydrogen9: The bulk of people are incognizant when a charity event takes topographic point.

3. Literature Reappraisal

Management Post Event Evaluation

To accomplish a successful charity event, foremost of all the organisation itself has to understand of import factor of donor motive, whether the participants attend the charity merely for the activity itself, to back up the cause, for societal ground or some combination thereof ( Tsuji et al. 2007 ) . A successful event can ease a celebratory map, promote societal coherence, and inclusion for voluntaries, staff and participants, and convey together a cross-section of the community on behalf of an of import community intent ( Tsuji et al. 2007 ) . Furthermore, harmonizing to Soukup ( 1983 ) it is stated that charity organisations besides evaluate the success of their charity events about like the manner for net income organisations do. The rating standards to find whether the charity event was a success or non include measurings in footings of cost effectivity, attending, ensuing promotion, fiscal consequences, consequence on voluntary enlisting, quality of staff, staff and voluntary clip effectivity, ethical rightness, non-financial return, public sentiment, and most significantly whether the charity aims were met or non. Methods which are normally used to get information in order to measure the degree of success of the event include fiscal records, statistics for attending, and questionnaires from participants ( Wise 2005 ) .

Consumer Satisfaction and Consumer Post Event Evaluation

A important factor impacting consumer satisfaction and station event rating is perceptual experience. Harmonizing to Neal ( 2004 ) , it is mentioned that perceptual experience is one of the chief internal influences that will determine consumer purchasing behaviour and will find the degree of satisfaction after holding obtained the merchandise or experienced the service provided. In the instance of holding a charity event, which to a great extent relies on the service provided by the staff and voluntaries in order for the event to run swimmingly, participants by and large define quality service as the disagreement between their outlooks and perceptual experiences ( O’Neill et al. 1999 ) . Consumer perceptual experience is everything because one time consumers have negative perceptual experiences towards a peculiar merchandise ; future engagement with that merchandise is really improbable. Furthermore, their perceptual experience of the service provided is extremely driven by their outlooks. Equally long as the service experience lives up to their outlooks, the client will be satisfied and will probably take part in future occurrences ( O’Neill et al. 1999 ) . Therefore, perceptual experience is a critical determiner that links consumers to the degree of satisfaction and how positively or negatively they are traveling to measure the event. After holding experienced a peculiar event, participants will hive away the feeling of satisfaction ( positive post-event rating ) or dissatisfaction ( negative post-event rating ) in their memory and it is traveling to impact their future picks of whether they should re-participate in the event or non ( Neal 2004 ) . Importantly, the installations or services available at the charity athleticss event must run into client demands and wants or outlooks in order to promote people to take part once more in the hereafter. If a individual experiences low-quality service ( such as deficient nutrient and drinks ) or unqualified service bringing from staff, so future attending will be in uncertainty ( Getz, 1998 ) . Furthermore, the participants are most likely traveling to measure an event through the physical conditions or installations which are provided by the attached charity, such as parking options, deficient waste direction system ( toilet installations ) , foremost assistance installations, convenience of enrollment procedure, information proviso and so on. If participants give those services or installations positive rating, so it could take people to continuously take part in those charity athletics events ( Love and Crompton 1995 ) .

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Motivation for Charity Participation

Charitable events that are related with athletics occasions have to pull participants in order to raise financess, and therefore necessitate to understand the motivations that drive people to link volitionally and take part volitionally in the athletics events. Motivations for engagement in charity athletics events are by and large related to the sporting activities itself ( the ultimate intent of the charity ) , societal interactions, desires to prosecute a healthy life style, personal behaviours and so on. Harmonizing to Haskel ( 1987 ) a common motivation of athleticss engagement is a person’s desire to accomplish a healthy life style taking to a sense of physical well being and mental calm, such as emphasis decrease, physical rousing, and exhilaration. However, there are three major factors that influence the desire to prosecute a healthy life style. They are age, income degree, and educational background ( Granzin et al. 1998 ) . Persons who wish to prosecute a healthy life style will be given to go on take parting in a sporting activity for significantly longer periods than others ( Ryan et al. 1997 ) . Additionally, it has been found that important factors that will actuate people for take parting in athletics events are relevant with societal interaction, exhibitionism, competitory desire to bask friendliness in society and to blend socially with others who enjoy the same activity ( Funk et al. 2002 ) . Furthermore, competitory spirit and the desire to accomplish are known to drive many people to take part in featuring events. Accomplishment in athleticss can take to feelings of self-realization and a sense of deep personal satisfaction for holding risen to the challenge of the demands imposed by a sporting activity ( Rudnicki & A ; Wankel 1988 ) . Regardless of a person’s sense of psychological engagement with assisting a charity, it is likely that strong feelings of engagement will promote an person to take part in an event associated with the charity or charities concerned. This can take to a sense of responsibility to take portion and a strong desire to lend a big sum of money for the good causes supported by the charity event ( Wohlfeil & A ; Whelan 2002 ) . However, one of the chief grounds for low fund elevation consequences is due to the fact that the community as a whole is concerned or doubts the intent of the charity ( Roy & A ; Graeff 2003 ) .

Customer Information Search

Harmonizing to Howe ( 2001 ) , it is said that even organisers of charity events would desire their events to be successful and to be able to raise a batch of consciousness and financess. And in order to be able to make so, people have to be able to have information sing those events. The most normally used attack to circulate information about when and where the charity event would take topographic point and to make out to the populace is usually through a church dinner, just, or a formal auction dinner. Furthermore, event organisers would by and large organize a commission to advance the charity event by bring forthing flyers, denoting the coming charity event on the Internet, and advertise in the local paper. Sometimes there is a possibility that local documents would non bear down a fee for advertisement if they are listed as a patron for the charity event. Other normally methods used in order to make out to the populace is through speaking to the local wireless and Television channels to see if they are willing to patronize the charity event. This would be able to pull and make more possible participants of the charity event because by holding good media coverage on the event, it is convenient for people to have every bit good as hunt for information sing the charity event ( Bendapudi et al. 1996 ) .


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