The Motivation of the Participants in Charitable Events: Altruism or Social Recognition?

Alexandra-Niculina BABII


When we ask „Why do people attend events?” one of the main factors which influence this kind of decision is represented by motivation. This intern engine can be structured in a very simple way with simple motivations, but it can also be full of complexity since a cluster of motivations can influence the decision in the same time. This aspect gets more complicated when the event has a charitable component. We must analyze in this case why do people donate, if they do it differently in a context like a public event and what are the motivations of choosing one event rather than another. At a first glance we tend to assign altruism for helping behaviour which is done in private and social recognition for people who donate in public. Actually it is more complicated than that since the intrinsic motivation can also be selfish even it is private. There are also eight mechanisms which influence people to donate and altruism and social recognition are just two of them. The main subject of this research is represented by charitable sport events. This type of events is different from simple charitable ones because people not only give money for a social cause, but they also make a physical effort, they get involved for the cause at a higher level and in this case motivations can also differ. This paper includes a research on a local charitable half marathon event where I wanted to find out what are the motivations which influenced people to participate to that event, to what extent they differ between first time participants and the participants who have been there more than once and if these motivations are closer to altruism or to social recognition.


event motivation, event participants, event attendees, charitable events, sport events, donation motivation, altruism, social recognition

Full Text:

Full Text: PDF (Romanian)


ARIELY, Dan, Anat Bracha și Stephan Meier. 2009. „Doing Good or Doing Well? Image Motivation and Monetary Incentives in Behaving Prosocially”. American Economic Review 99 (1): 544-555.

BARASCH, Alixandra, Deborah Small, Emma E. Levine, Jonathan Berman. 2014. „Selfish or selfless? On the Signal Value of Emotion in Altruistic Behaviour”.Journal of Personality and Social Psychology 107: 393-413.

BASIL, D, N.M. Ridgway, M.D. Basil. 2006. „Guilt appeals: The mediating effect of Responsability”, Psychology & Marketing 23(12): 1035-1054.

BENNETT, Roger et al. 2007. „Motivations for participating in charity-affiliated sporting events”, Journal of Customer behaviour 6(2): 155-178.

BERMAN, Jonathan Z., Alixandra Barasch, Emma E. Levine, Deborah Small. 2018. „Impediments to Effective Altruism: The Role of Subjective Preferences in Charitable Giving”. Psychological Science 29 (5): 834-844.

CHIU, Weisheng, Young-joo Lee, Doyeon Won. 2016. „Bifactor analysis of motovation for charity sport event participation”. International Review on Public and Nonprofit Marketing 13(1): 1-13.

FILO, K., Funk D. C. & O’Brien D. 2011. „Examining motivation for charity sport event participation: a comparison of recreation-based and charity-based motives”. Journal of Leisure Research 43(4): 491-518.

FILO, K., Spence K. & Sparvero E. 2013. „Exploring the properties of community among charity sport event participants”. Managing Leisure18(3): 194-212.

FONG, Christina M.2007. „Evidence From An Experiment On Charity To Welfare Recipients: Reciprocity, Altruism and The Empathic Responsiveness Hypothesis”. The Economic Journal 117: 1008-1024.

HARBAUGH, William T., Daniel R. Burghart, Ulrich Mayr. 2007. „Neural Responses to Taxation and Voluntary Giving Reveal Motives for Charitable Donations”. Science AAAS 13: 1622-1625.

MILOHNIC, Ines, Klara Trost Lesic, Tina Salmar. 2016. „Understanding the Motivation for Event Participating – Prequisite for Sustainable Event Planning”. Tourism & Hospitality Industry. Congress Proceedings: 204-218.

PARRIS, Denise Linda, Jon Welty Peachy. 2013. „Encouraging servant leadership: A qualitative study of how a cause-related sporting event inspires participants to serve”. Leadership 9(4): 486-512.

SHONE, A., B. Parry. 2010. Succesful Event Management: A Practical Handbook. 3rd Edition. United Kingdom: Centage Learning EMEA.

SNELGROVE, Ryan, Laura Wood. 2010. „Attracting and Leveraging Visitors at a Charity Cycling Event”. Journal of Sport & Tourism 15(4): 269-285.

WINTERICH, Karen Page, Vikas Mittal, Karl Aquino. 2013. „When Does Recognition Increase Charitable Behaviour? Toward A Moral Identity-Based Model”. Journal of Marketing 77(3): 121-134.


***. Bethany. 2018. „Balul de la Castel”.


  • There are currently no refbacks.