Segmenting Volunteer Fundraisers at a Charity Sport Event

Abstract

Charitable organizations are increasingly using sport events as an approach to generate funds and raise awareness. Researchers have suggested that sport events are particularly attractive to volunteer fundraisers because they provide an opportunity to engage in two meaningful activities simultaneously. The purpose of this study was to address this largely untested proposition by assessing the presence of various segments of participants based on an identity defined in part by fundraising for the cause and/or cycling. Additionally, how these profiles differed based on the amount of funds raised, length of participation with the event, and basic demographic variables were also examined. The results suggest that four different segments existed, labeled event enthusiasts, cause fundraisers, road warriors, and non-identifiers. These segments differed in the amount of funds raised and their length of involvement with the event. As such, this study demonstrates the value of segmenting volunteer fundraisers based on event-related identities.

KEYWORDS:

• segmentation
• volunteer fundraising
• sport events
• loyalty
• identity