Charity Fundraising Events – An understated domain: The changing landscapes of charity fundraising event management processes, contexts and ‘communities’ in the United Kingdom
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AbstractEvents Management is often regarded as a modern phenomenon, emerging in the last 25 years as an academic subject and practical discipline from a variety of existing fields. Despite this rapid growth there are still aspects of the event industry that are disregarded within the academic literature. This research address this by examining the contribution that charity fundraising events make. Furthermore this research provides new insights into the development and management of charity fundraising events. Conducted between 2011 and 2017 using mixed methods research, the thesis follows an interpretative approach and contributes to the knowledge of events management. Utilising Communities of Practice (CoP) as a conceptual framework the practices, processes and characteristics of events management and charity fundraising events was explored. The fieldwork research entailed examining 120 charity’s economic data regarding fundraising events, an industry survey of 215 event professionals, and 25 in-depth qualitative interviews with charity fundraising event professionals. The findings indicated that there is a unique approach and process to undertaking charity fundraising events, with a particular focus on sponsors, stakeholders and volunteers. This charity fundraising event process is also revealed to be a multi-event management process, as opposed to the singular approach promoted within the literature. Furthermore the economic value of charity fundraising events is demonstrated to be significant. Charity fundraising events are also established to be a critical strategic tool for charities to raise funds, raise brand awareness and, most significantly, to engage with supporters to become part of the charities donor journey. Finally, within the event industry, including charity fundraising events, there is clear evidence of CoP characteristics and practices. The thesis draws together insights from the literature and fieldwork, the event industry and event professionals, and provides a platform from which further research can be developed.
CitationBrown, T. (2018). Charity Fundraising Events – An understated domain: The changing landscapes of charity fundraising event management processes, contexts and ‘communities’ in the United Kingdom. (Doctoral dissertation). University of Chester, United Kingdom.
PublisherUniversity of Chester
TypeThesis or dissertation
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