The charity sector is large and growing, and has substantial assets at its disposal. Sport charities today form an increasingly important part for the local economy and also promoting healthy living at the same time (Filo, Groza and Fairley, 2012). Serve your racquets! A racquet sports charity event organised by Starry Family. It is a unique sport charity event as it only focuses on racquet based sports, organised to raise funds to help and support single parents in the State of Victoria, Australia. Serve your racquets! is to be held at major sporting venues in and around the City of Melbourne on the last two weeks of November 2013 with local celebrities taking part in the games to promote the noble cause aimed at promoting family wellness and healthy living.
Serve your racquets! A racquet sports charity event.
While sport participation continues to represent a prominent aspect of leisure and recreation, there has also been a pronounced shift toward support of charitable causes for both individual consumers and corporations (King, 2001). Giving to charity is a complex decision driven by a variety of motives. Research has shown that reciprocity is an important motivating factor for charitable donations among young professionals today (Filo, Funk and O’brien, 2010). Reciprocity involves an individual giving to charity because he or she has benefited from, or anticipates benefiting from, the charity's central activities. Research has also suggested motives related to inherent needs of donors such as self-esteem and the need to help others (Ritzenheim, 2000, as cited in Filo, Funk and O’brien, 2010).
1. Serve your racquets!
The idea/theme of this sports charity is that it only focuses on racquet sports such as tennis, badminton, squash and table tennis and etc to raise funds for single parents facing difficulties in their everyday life. It is a unique charity event which is open to the public over a period of the last 2 weeks in the month of November 2013, allowing more participation from the public. What makes it exciting is that participants of the event is allowed to wear any costumes they like as long it is not revealing or indecent clothing.
The principle of Serve your racquets!
The aim of Serve your racquets! is to educate the greater community in order to increase their awareness of everyday problems/challenges faced by single parents. To do this, sports is involved as it is the most common activities in the world, with participation in very country and at all levels of society. Sports have a strong history of developing positive citizenship values and of supporting charity and good works at all levels of society which in turn allows both the participants and the public at large to help those in need by means of education and awareness and living a healthy lifestyle at the same time (Filo, Groza and Fairley, 2012).
Here is the general outline of the purpose of the sports charity event concept:
The purpose of this concept is so that once completed, evaluations can be done to see if the event can be delivered successfully within the available timeframe and resources. This process is known as the feasibility study (Allen, Harris and McDonnell, 2008). There are three steps in the feasibility study related to events.
1. The marketing screen
2. The operations screen
3. The financial screen
1. The marketing screen
The marketing screen involves examining how the target audience of the event is likely to respond to the event concept (All et al. 2008). This means that the event managers will need to pay a great deal of attention to media responses and the responses (feedbacks) of those who hear about the event concept.
2. The operations screen
The operations screen will consider the skills and resources needed to stage the...
References: Allen, J. O’Toole, W. Harris, R. McDonnell, I. (2008). Festival & special event management (4th ed.). Australia
Conway, D. (2004). The events manager 's bible: The complete guide to planning and organising a voluntary or public event. United Kingdom: How to books Ltd.
Filo, K., Groza, M. D., & Fairley, S. (2012). The Role of Belief in Making a Difference in Enhancing Attachment to a Charity Sport Event. Journal of Nonprofit & Public Sector Marketing, 24(2), 123-140.
Filo, K., Funk, D., & O 'Brien, D. (2010). The antecedents and outcomes of attachment and sponsor image within charity sport events. Journal of Sport Management, 24(6), 623-648.
McDonnell, I. Allens, J. O 'toole, W. Harris, R. (2002). Festivals and special event management (2th ed.). Australia: John Wiley & Sons Australia Ltd
Sullivan, S. J., Schneiders, A. G., Cheang, C. W., Kitto, E., Lee, H., Redhead, J., Ward, S., Ahmed, O. H. & McCrory, P. R. (2012). ‘What 's happening?’A content analysis of concussion-related traffic on Twitter. British journal of sports medicine, 46(4), 258-263.
Woolf, J., Heere, B., & Walker, M. (2013). Do Charity Sport Events Function as “Brandfests” in the Development of Brand Community?. Journal of Sport Management, 27, 95-107.
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