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Abstract

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 requiredto 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 the 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 emerged 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 Type:	Article
Authors/Creators:	Filo, K and Hookway, NS and Wade, M and Palmer, C
Keywords:	donors, fundraisers, fitness philanthropy, technology, charitable causes
Journal or Publication Title:	Sports Management Review
Publisher:	Routledge
ISSN:	1441-3523
DOI / ID Number:	https://doi.org/10.1080/14413523.2021.1993645
Copyright Information:	© 2021 Sport Management Association of Australia and New Zealand
Related URLs:	Google Scholar: Hookway, NS UTAS Profile: Hookway, NS Google Scholar: Palmer, C UTAS Profile: Palmer, C
Item Statistics:	View statistics for this item

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