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.

摘要

使用在线点对点筹款已成为慈善体育赛事体验的一个重要方面。鼓励并经常要求慈善体育赛事参与者筹款作为他们参与的一部分。在这次筹款中，参与者越来越多地使用在线点对点筹款来募捐。当前的研究从慈善体育赛事捐助者的角度审视了在线点对点筹款。在创新理论和技术社会学方法传播的指导下，对在过去 12 个月内在线捐赠支持慈善体育赛事参与者的个人进行了半结构化访谈 ( N= 24). 访谈中出现了四个主题：技术超脱、技术缓解压力、市场饱和、事业诚信。这些主题突出了对在线点对点筹款固有的相对优势的担忧，以及解决技术采用作为用户和技术之间的社会过程的重要性。调查结果为活动经理和慈善机构经理提供了启示，使筹款人能够通过在线和面对面的交流与潜在捐助者进一步互动。