Date of Award

1-1-2013

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Michael Hazel

Second Advisor

Dr. Adrian Popa

Abstract

Charitable races are happening all over the United States. These races are a competitive way for charities to receive funds to help support their causes. However, not all charity athletic events and races are promoted equally. This success or lack thereof is in part due to how the events’ messages are communicated and perceived by potential attendees. This study interviewed experts in the field of marketing charitable events, and surveyed participants of charitable events to see what communication strategies most influenced their decisions to attend. The study highlighted the Rock ‘n’ Roll Marathon series, which has been very successful for over a decade. By focusing some of the survey questions to this particular race, communication strategies for reaching potential attendees were actively examined. The results from this inquiry show that word of mouth and electronic communications are a key factor in improving attendance to charitable races.

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