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An exploration of charity sport event donor perceptions of online peer-to-peer fundraising mechanisms


Filo, K and Hookway, H and Wade, M and Palmer, C, An exploration of charity sport event donor perceptions of online peer-to-peer fundraising mechanisms, Sport Management Review, 25, (5) pp. 847-870. ISSN 1839-2083 (2022) [Refereed Article]

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Copyright 2021 Sport Management Association of Australia and New Zealand

DOI: doi:10.1080/14413523.2021.1993645


The employment of online peer-to-peer fundraising has become a critical aspect of the charity sport event experience. Charity sport event participants are encouraged, and often required, to fundraise as part of their involvement. Within this fundraising, participants increasingly use online peer-to-peer fundraising to solicit donations. The current research examines online peer-to-peer fundraising from the perspective of charity sport event donors. Guided by diffusion of innovation theory and sociological approaches to technology, semi-structured interviews were conducted with individuals who had made an online donation in support of a charity sport event participant in the previous 12 months (N=24). Four themes developed from the interviews: technological detachment, technology eases pressure, saturated market, and cause integrity. These themes highlight concerns with the relative advantage inherent to online peer-to-peer fundraising, as well as the importance of addressing technological adoption as a social process between users and technologies. The findings provide implications for event managers and charity managers to empower fundraisers to engage further with prospective donors through both online and in-person communication.

Item Details

Item Type:Refereed Article
Keywords:charity sport, event donors, online peer-to-peer fundraising
Research Division:Human Society
Research Group:Sociology
Research Field:Urban sociology and community studies
Objective Division:Expanding Knowledge
Objective Group:Expanding knowledge
Objective Field:Expanding knowledge in human society
UTAS Author:Hookway, H (Dr Nicholas Hookway)
UTAS Author:Wade, M (Mr Matthew Wade)
UTAS Author:Palmer, C (Professor Catherine Palmer)
ID Code:147975
Year Published:2022
Web of Science® Times Cited:1
Deposited By:Office of the School of Social Sciences
Deposited On:2021-11-25
Last Modified:2022-12-15
Downloads:28 View Download Statistics

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