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Events and Tourism Review Vol. 6 (2023), 1-10, DOI: 10.18060/27335                                                                                                  

               Copyright © 2023 Anna Guinn and Yao-Yi Fu 

  This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

Events and Tourism Review                                     
 
December 2023                                                                                                                                                      Volume 6  

   

 

Developing a Marketing Strategy for Nonprofit Events 

 

 
Anna Guinn 
 

Yao-Yi Fu 
 

Indiana University, Indianapolis 

Correspondence: anguinn@iu.edu (A. Guinn) 

 

 
 

 

 

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Recommended Citation 

Guinn, A. & Fu, Y. (2023). Developing a Marketing Strategy for Nonprofit Events. Events and 

Tourism Review, 6, 1-10.  
 

 

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Guinn, A. and Fu, Y. (2023) / Events and Tourism Review, 6, 1-10. 
2 

Events and Tourism Review Vol. 6 (2023), 1-10, DOI: 10.18060/27335                                                                                                  

               Copyright © 2023 Anna Guinn and Yao-Yi Fu 

  This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

 
 

 

 

Abstract 

 

The research for this project primarily focuses on marketing the various types of nonprofit events. 

The study looks at the most popular types of fundraising events, as well as thank you events that are 

held for donors, and attempt to better understand how they differ from other events. Additionally, 

this study examines several popular fundraising events to see how they were promoted by analyzing 

their social media and websites in particular. The results of the study indicate that nonprofit events 

are very unique to other events in their purpose, as well as how they are marketed to potential 

attendees. Nonprofit event marketing must be much deeper than the marketing of other events. 

Promotion must motivate attendance by creating an emotional appeal that deeply connects potential 

attendees to an organization and its cause. Only when this connection is formed can a support-

raising event be successful in raising long-term support to make a positive impact.   

 

Keywords: Non-profit Event; Fundraising Event; Event Marketing; Emotional Appeal 
 

 

 

Introduction 

 

     Nonprofit organizations exist to alleviate an issue, support a common goal, and improve 

society. Their missions vary greatly, but what they all have in common is their strive to create a 

better world. Nonprofit organizations also share the commonality of needing to raise support 

through fundraising, as these entities generally do not receive financial assistance from the 

government, but rather rely on private donations. How do these organizations raise enough support 

to fund their efforts? There are many ways that fundraising takes place in today’s world, but one 

very important and popular aspect of raising support comes from events.  

           Planning and executing events such as fundraising dinners, races, dance marathons, 

tournaments, and challenges are all ways that nonprofits can seek to gain the attention of potential 

donors. These events are interesting ways for attendees to enjoy a unique experience. Through these 

events, nonprofits are able to show attendees the positive things they are able to do with sufficient 

support. Without a clear understanding of what an organization stands for and how it has succeeded 

in making a difference, potential givers will not be motivated to generously support a cause. This is 

why hosting these events is vital to the consistent success of nonprofit organizations.  

            Nonprofit event marketing, although its primary goal is to support the organization, many 

times has a major impact on tourism in an area. For instance, many nonprofit events are so 

renowned that individuals will travel across the country just to attend them. Even local travelers 

need accommodations for housing, food, and beverage during their time attending an event, or will 

even take the opportunity to check out local tourism attractions during their visit. Especially for 

bigger fundraising events like the Wheeler Mission Drumstick Dash, recognition and support of 

tourism is something that comes along with the event itself, supporting the hospitality industry as an 

additional benefit.  

           Nonprofit event marketing is vital to society as a whole because nonprofits do what the 

government and individuals on their own cannot necessarily do. Because of nonprofit organizations, 

one person can contribute along with tens, hundreds, or even thousands of other individuals to make 



Guinn, A. and Fu, Y. (2023) / Events and Tourism Review, 6, 1-10. 
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Events and Tourism Review Vol. 6 (2023), 1-10, DOI: 10.18060/27335                                                                                                  

               Copyright © 2023 Anna Guinn and Yao-Yi Fu 

  This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

a bigger difference. Without nonprofits, it would be very difficult, if not impossible, to ensure that 

funding goes to what individuals seek to improve, which is why it is so vital to have organized 

entities with the freedom to achieve their missions (without government interference, which can be 

positive or negative). Nonprofit organizations make the world a better place and are made up of 

individuals who truly seek to put others’ needs above their own to achieve a better world.  

            Speaking from personal experience, the marketing that goes into a nonprofit event is quite 

different than marketing a concert or sporting event, for example. It is not just about selling an 

experience; it is, more importantly, about giving others the opportunity to contribute to the well-

being of their community and make a real difference, something that is extremely satisfying and 

meaningful to so many individuals. Making these individuals feel like their support has made a real 

impact by showing them how their dollars are being used is vital to encourage repeat giving and 

continual support.  

 

Purpose of the Study 

 The research for this project will primarily focus on marketing the various types of nonprofit 

events. The study will be looking at the most popular types of fundraising events, as well as thank 

you events that are held for donors, and attempt to better understand how they differ from other 

events. One aspect that sets nonprofit events apart is how their promotion and execution must 

integrate attendees’ emotions to support a cause, something that this study will look at in more 

detail. Additionally, this study examines several popular fundraising events to see how they were 

promoted by analyzing their social media and websites in particular. All of the findings of this 

research paper will be very relevant in today’s tourism industry, as nonprofit organizations are ever-

growing and, as explained earlier, have direct impacts on tourism and hospitality.  

 

Research Questions 

            In regards to research questions, this study aims to answer three research questions. The first 

research question is as follows: What are the different types of nonprofit events? Answering this 

question will give insight into how different nonprofit organizations utilize a variety of events to 

engage potential donors and raise vital funding for a cause. It will also give understanding as to what 

types of events are most successful when it comes to fundraising. The second research question is: 

How are nonprofit events usually promoted? In order to answer this question, the research will take 

a deeper dive into a few popular fundraising events and seek to find what communication mediums 

they use and how they communicate through those. Then the third research question is: how unique 

is the promotion for nonprofit events in that it must engage viewers’ emotions if they are to support 

a specific cause? This study assumes that nonprofit event marketing promotion needs to appeal to 

viewers’ emotions in a much more meaningful way than other event marketing to encourage action 

that makes a difference.  

 

Method 

            The methods of research for this paper include a literature review and case studies of popular 

events’ promotional strategies. Literature review of this study discovers helpful insights revealed by 

previous research regarding nonprofit event marketing. Case studies offered more specific examples 

of how these nonprofit events achieve success through particular promotional tactics.  

 

Review of Literature 

 



Guinn, A. and Fu, Y. (2023) / Events and Tourism Review, 6, 1-10. 
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Events and Tourism Review Vol. 6 (2023), 1-10, DOI: 10.18060/27335                                                                                                  

               Copyright © 2023 Anna Guinn and Yao-Yi Fu 

  This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

 In reviewing various credible sources of literature, many findings are relevant in answering 

the research questions. 

 

What Makes Nonprofit Events Unique 

           “Understanding Charity Fundraising Events” (2003) written by Daniel Webber explains how 

nonprofit events differ from other events, which is vital to fully understanding these events, as their 

purpose is very unique. The development of donors through these special events is one thing that 

sets nonprofit events apart from other events. Creating a meaningful event that encourages giving is 

a vital part in this development of donors. Another possible purpose for a nonprofit event is to 

express gratitude to donors to encourage them in their current efforts and inspire them to keep 

giving. Acquisition of new supporters, as well as retaining and caring for current donors, is 

something that is unique to nonprofit events as well. Sometimes, nonprofit events may even be held 

for networking or maintaining a brand name, both of which are held in hopes of achieving support 

(Webber, D., 2003).  

 

Attendee Motivations 

            As important as these differences are, something of even greater importance is what 

motivates individuals to attend these types of events. Knowing this information is what helps the 

organizations market effectively to generate excitement and support for the event. Webber gives 

multiple reasons for why individuals take part in nonprofit events, the first being that the donor 

believes in the cause of the event and wants to make a difference. If a nonprofit event has something 

very unique to participate in, individuals may decide to attend simply for the experience itself. 

Prestige can also be a motivation, as individuals see attendance to an event as giving them a strong 

reputation. Other attendees may be motivated by the opportunity they will have to lead and inspire 

others to make a difference. A direct relationship with the cause may also encourage attendance (for 

example, losing a family member or friend to suicide may inspire generous support to an 

organization that helps alleviate that issue). The rewarding feeling that donors have when giving or 

encouraging others to give may also be a determining factor. Additionally, Webber states that peer 

pressure can be a final reason for attending, with the individual not wanting to miss out when their 

family or friends encourage them to go (Webber, D., 2003). 

 

Emotional Appeals 

            Among reasons that motivate nonprofit event attendance, appealing to the emotions of 

individuals is vital. If individuals have a heart for making a difference related to a specific cause, 

promoting to them by making use of emotional value will inspire them to attend the event and 

contribute to the organization. The motivation generated from a desire to lead and inspire others is 

also something that event organizers should promote in their marketing strategy. Therefore, 

appealing to attendees’ emotions is critical for creating the drive in people. For those who have a 

personal connection to the cause, making those individuals feel united to the organization and 

supported emotionally can be a driving factor in encouraging involvement. Finally, the event’s 

promotional tactics can effectively make use of individuals’ emotions by pointing out how they will 

be able to see and understand the impact they make first-hand at the event, which leads to a 

rewarding feeling of accomplishment (Webber, D., 2003).  

 

Types of Nonprofit Fundraising Events 

            When it comes to types of fundraising events held for nonprofit organizations, the options 



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Events and Tourism Review Vol. 6 (2023), 1-10, DOI: 10.18060/27335                                                                                                  

               Copyright © 2023 Anna Guinn and Yao-Yi Fu 

  This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

are endless. Sporting events, including runs and walks, are very popular in today’s world and are a 

great way to unite a diverse group of individuals in one activity for one cause. Runs and walks 

create a sense of teamwork by having individuals collaborate together to create a bigger impact than 

what just one person could make on their own. Competitions can be another way to fundraise and 

get a large group of individuals with similar interests together. These individuals love engaging in 

competitions in their interest, and many times will be quick to jump at an opportunity to compete 

against others, especially for a good cause. These competitions can be sports or non-sports, making 

for many unique opportunities to effectively gain support. Concerts are used quite regularly to gain 

support for a cause. These can be large concerts with well-known celebrities donating some (or all) 

of their profits to a charity, or even smaller scale concerts held in communities that generate support 

for a cause. Sometimes, event sporting events are utilized to give back to the community and donate 

to a cause. Galas are a popular nonprofit fundraising event that offer a fun night of dinner, 

networking, or some sort of entertainment with all of the money raised going to a nonprofit. 

Auctions are another popular form of nonprofit fundraising that can get many people involved, 

offering them something they may desire while creating an environment in order to make a 

difference. These are some of the most popular types of nonprofit events, each of which offer a 

unique experience to attendees as well as an outlet to support a cause and inspire some sort of 

positive change.  

            Nonprofit events have an ability to generate excitement through promotion and marketing in 

potential attendees, bring them in to experience something fun as well as rewarding in the sense of 

giving back. For fundraising events that are bigger sizes, their promotion, marketing, and 

implementation could literally make or break a nonprofit organization. Without this vital funding 

from larger scale events, nonprofits are not able to do their work effectively. This is why it is so 

vital to effectively market these events, appealing to viewers’ emotions and giving them clear 

answers as to what they will be supporting and how their generosity can make a tangible difference 

in others’ lives. Sometimes, nonprofit events are held not to raise money directly from that event, 

but more so to express gratitude to current donors, which can encourage future giving by those same 

donors. These events commonly take place in the form of dinners or special entertainment 

experiences that current donors can enjoy. During these events, it is common for donors to be 

reminded of how appreciated they are. Specific statistics and stories may be shared in order to show 

donors how much their generosity matters, and what it can do in the lives of those enduring 

hardship. This can help donors feel excited about their giving, and experience how rewarding it is to 

give back. An article by Coghlan and Filo (2013) explains how engaging in sports charity events in 

particular is underscored by a sense of connectedness and well-being. When individuals make a 

positive impact as a part of a unified group, they experience an incredible sense of unity, in addition 

to mental well-being. Physical well-being is also a by-product of engaging in sports charity events, 

as it motivates individuals to train in order to be in the best condition to engage or even compete in 

the sport (Coghlan, A. & Filo, K., 2013). This further indicates the importance of emotional appeal 

in event marketing, because appealing to the emotions of participants includes promoting how 

connected they will feel at the event, and how rewarding that feeling will be if they attend.  

 

Additional Attendee Motivations for Charity Sporting Events 

            A study conducted by Filo, Fechner, and Inoue (2020) gives additional motivations for 

attendance of nonprofit events, specifically charity sporting events. First, attendees can challenge 

themselves physically, something attractive to many individuals seeking healthy lifestyles. Not only 

the event itself, but the preparation leading up to the event, can provide inspiration for attendees to 



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Events and Tourism Review Vol. 6 (2023), 1-10, DOI: 10.18060/27335                                                                                                  

               Copyright © 2023 Anna Guinn and Yao-Yi Fu 

  This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

challenge themselves and achieve physical well-being. Socializing with other participants is another 

motivation for attending, especially as these sporting events for a cause can unite individuals in their 

love for a sport as well as a cause. Helping individuals in need is something that encourages 

attendance of events, as well as advancing a charity’s mission. Being a part of the mission and 

purpose of a nonprofit can be very rewarding for attendees, whose generosity can collectively make 

a huge impact in the lives of those in need. Furthermore, motivation can arise from the positive and 

rewarding feelings that come from supporting a cause. The feeling of making a difference when 

attending nonprofit events is a very unique sentiment that brings people together in unity and brings 

out the best in people (Filo, K., Fechner, D., & Inoue, Y., 2020).  

 

Constraints to Nonprofit Fundraising 

            According to Filo and his colleagues (2020), there are some constraints to nonprofit 

fundraising that must be considered in order to achieve success. The first is a lack of money from 

potential donors. Some individuals may not have the resources available to offer support financially, 

but this should not dissuade these individuals from attending the events anyways and finding other 

ways to make a difference. Promotion for the event should emphasize that every little bit of support 

helps, and that there are more ways than one to make a difference. Volunteering and spreading 

awareness about an issue is just as important to so many nonprofit organizations as the monetary 

support some are able to give. Another constraint that may arise is a discomfort on the part of the 

organization’s employees in asking for donations. Some of those working for the organization may 

be uncomfortable doing this, but they should be encouraged to realize that those who give to 

organizations get a lot out of it – a feeling of connectedness with a cause, a rewarding feeling in 

making a difference, and a way to accomplish what they cannot on their own in regards to 

improving society. Looking at giving from this standpoint can alleviate some of the stress that 

comes with asking for donations and support. Employees may also have a lack of time to engage in 

fundraising, as many nonprofit organizations have a limited number of staff accomplishing a lot of 

tasks. Making time to fundraise in these organizations is vital, and offering prizes and incentives to 

giving can make the process much easier (Filo, K., Fechner, D., & Inoue, Y., 2020). 

 

Advantages of Fundraising Events for the Organization 

            An article by Chen, Singh, Ozturk, and Makki (2014) first describes how fundraising events 

can strengthen the corporate image of nonprofit organizations and enhance social bonds with 

communities. These events raise awareness for a specific cause, encourage community engagement, 

build sponsor and donor relationships, and generate publicity for the nonprofit. In order to make 

fundraising events successful, it is vital to make all events, fundraising events in particular, unique 

and fun experiences for attendees. A positive experience was found through study to be the most 

significant positive predictor of event quality for attendees. Providing an unforgettable experience 

can lead to additional support in regards to fundraising, and also gives an outlet to better explain the 

organization’s mission and purpose and how it positively impacts society. Small aspects of the event 

such as the quality of food and beverage, décor, layout, atmosphere, and activities can all play a role 

in creating a unique event for attendees, which will lead to increased support for the nonprofit and 

its cause (Chen, P., Singh, D., Ozturk, A., & Makki, A., 2014).  

 

The Importance of Belief 

            Previous research also gives insight into the importance of belief and emotional appeal in 

motivating support of a nonprofit. “The Role of Belief in Making a Difference in Enhancing 



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Events and Tourism Review Vol. 6 (2023), 1-10, DOI: 10.18060/27335                                                                                                  

               Copyright © 2023 Anna Guinn and Yao-Yi Fu 

  This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

Attachment to a Charity Sport Event” (2012) explains this in further detail. It outlines how many 

times, individuals are motivated to give to a cause by the belief that they are making a difference. 

This is why it is vital for nonprofit marketing efforts to clearly explain how those who give are 

engaged in making a difference. Telling stories of those who have been positively impacted by the 

nonprofit organization is especially effective. It is also important to explain how making a 

difference does not only have to be monetary – giving time and effort to an organization by 

volunteering and raising awareness is also vital and can make a difference. Additionally, a sense of 

attachment to the event can also motivate engagement. This leads to repeat participation, positive 

attitudes toward the organization, and positive word-of-mouth that can generate even more support. 

To capitalize on these motivations, nonprofit marketing must utilize social media to offer 

compelling content to potential supporters (Filo, K., Groza, M., & Fairley, S., 2012). 

 

Case Studies of Fundraising Events 

 

In order to more fully understand nonprofit event promotional strategies and tactics, this 

study will take an in-depth look into a few recent nonprofit events. The first event to be analyzed is 

held by Wheeler Mission. The Drumstick Dash is a very popular run held each year in Broad 

Ripple, Indiana, and one of the primary ways Wheeler Mission raises enough funding to support the 

homeless in Indianapolis and Bloomington for the year. Wheeler Mission promotes its event 

regularly both on its website and also on social media including Facebook, Twitter, and YouTube to 

raise awareness of the impact it is making because of the support of generous donations. One way 

Wheeler Mission markets its event is by always giving the reason for the run – to help those who are 

struggling and provide them with hope. Throughout November of last year, Wheeler highlighted 

many of those positively impacted by the organization with why they are thankful for Wheeler. 

These small stories of how Wheeler, and those who support it, can have such a big impact is 

inspiring, and appeals to the emotions of potential supporters (Facebook: Wheeler Mission, 2023). 

Another way Wheeler appeals to emotions is through its videos on YouTube, which give the 

incredible stories of individuals whose lives have been completely turned around as a result of the 

nonprofit’s efforts. By showing potential attendees what their small giving can lead to in a homeless 

person’s life, many are encouraged to participate in the Drumstick Dash and support the cause 

(YouTube: Wheeler Mission, 2023).  

            Race for Life, multiple races in UK held to support research of all 200 types of cancer for 

Cancer Research UK, is one of the most successful fundraising events across the world. By asking 

participants to race for someone they love who has dealt with cancer, the promotion and execution 

of this event also appeals to attendees’ emotions in a meaningful way. When individuals can find a 

personal connection in a cause, it is one of the primary motivations for engagement with a nonprofit 

organization, as explained by Webber (Webber, D., 2003). Race for Life is also unique in that it 

offers different events, one of which can be walked or jogged, so that all attendees can participate in 

something bigger than themselves, regardless of their skill levels. This creates the sense of 

connectedness and well-being that so many nonprofit sporting events do (Cancer Research UK, 

2023).  

            The Global Citizen Festival, which first began in 2012, utilizes the popularity of musical 

artists who want to make a difference to fundraise in combatting extreme world poverty and other 

related issues. Not only does Global Citizen host its annual festival in different locations worldwide, 

but also promotes itself year-round to gain support. The event, however, is the nonprofit’s primary 

source of funding. The website promotes the organization by outlining the impact that has been 



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Events and Tourism Review Vol. 6 (2023), 1-10, DOI: 10.18060/27335                                                                                                  

               Copyright © 2023 Anna Guinn and Yao-Yi Fu 

  This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

made from past giving, explaining each of the areas it is able to affect, and telling stories of those 

suffering from poverty worldwide. Similar to other nonprofit marketing, this type of promotion 

appeals to human emotion, encouraging giving by providing a sense of connection to a cause 

(Global Citizen, 2023).   

 

Results & Discussion 

 

Reflecting on the research conducted, there are a few key findings that seem to be universal 

when it comes to nonprofit event marketing. First, the development of donors through careful 

marketing planning and execution is vital to the success of a nonprofit organization. Like all event 

marketing, it is vital to segment the market and find target markets that will most likely support a 

specific cause and find the best ways to reach them with content that will inspire them to take 

action. As with all marketing, target markets determine what nonprofit organizations will promote 

and how they will use different mediums to promote. This is why it is so important for nonprofit 

organizations to develop communication and marketing strategy, and to clearly provide pertinent 

information to those whom their marketing reaches. If potential givers do not fully understand what 

their generosity can do and how the organization will use their dollars for good, those individuals 

will most likely pass on the opportunity and give somewhere else. Competition for support in 

nonprofit organizations is real, which is why promotion must have a clear purpose and mission. 

Another key finding is that many individuals are motivated differently to support a cause, which 

sometimes requires different promotion to different target markets.  

           Emotional appeal is a common theme in nonprofit event marketing, setting it apart from other 

events’ promotion. If individuals do not feel connected to a cause, knowing exactly what their 

support will provide, they will be much less likely to give. Nonprofit events are also unique in that 

there is a very wide variety of events to choose from to gain support, as discussed earlier. Almost 

any type of event can be used to generate support for a cause while also creating a sense of 

connectedness and unity among attendees, further encouraging funding.  

           Through research, answers to the research questions were found. This paper includes multiple 

examples of the different types of nonprofit events and how they are utilized to generate support. 

Through the case studies in particular, answers were provided as to how these events are marketed, 

i.e., nonprofit event marketing promotion needs to appeal to viewers’ emotions in a much more 

meaningful way than other event marketing to encourage action that makes a difference. This 

conclusion has been substantiated with the review of literature as well as the three case studies, all 

of which utilized this important component of promotion in marketing their important events.  

 

Conclusion 

 

Statistics show that the nonprofit sector is the third largest workforce in the United States 

behind retail and manufacturing. This proves how vital these organizations are to not only solving 

problems and supporting worthy causes, but also contributing to the well-being of the U.S. economy 

as a whole by providing employment opportunities. In his article, Ariella (2022) states that 5.7% of 

the United States’ GDP comes from the nonprofit sector, further proving its importance. In 2021, 

overall giving increased by 4.1%, with online giving reaching an increase of 12.1%. The number of 

nonprofit organizations is increasing, but the revenue created is increasing at an even higher rate 

(Ariella, S. 2022). More and more individuals are giving to nonprofit organizations, which is why it 

is so vital for these organizations to effectively promote to potential givers in a highly competitive 



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Events and Tourism Review Vol. 6 (2023), 1-10, DOI: 10.18060/27335                                                                                                  

               Copyright © 2023 Anna Guinn and Yao-Yi Fu 

  This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

and actively growing market. The use of social media and websites for marketing purposes is also 

vital, as the statistic regarding growth in online giving shows. All of this information supports the 

vitality of utilizing good research to make strong decisions regarding a nonprofit’s marketing and 

promotional strategies. The points made in this paper are very relevant in today’s world, where there 

has been tremendous growth in the nonprofit industry as more and more individuals are made aware 

of issues and how they can be alleviated through giving and support.  

            In terms of managerial implications, nonprofits need to focus some of their promotional 

tactics on engaging the younger generation. These younger individuals have proven themselves to 

be concerned with many issues in today’s world, and are the next generation that will be able to 

impact society in either a positive or negative way. Utilizing social media marketing on mediums 

such as YouTube and TikTok are great ways of generating awareness on how to get involved and 

make a difference. Encouraging younger individuals who are yet unable to give financially to 

engage in volunteer experiences with a nonprofit organization is a wonderful way to show them 

what the nonprofit stands for and how it is making an impact in lives. This can lead to individuals 

having strong connections with an organization and be inspired to eventually support the nonprofit 

financially and share solutions with others as well.  

            As mentioned earlier, utilizing social media effectively is what will give many nonprofit 

organizations an edge competitively. In a day and age where technology is continually growing and 

evolving, these organizations must be sure to stay up to date with trends that are here to stay and use 

technology to the fullest to generate awareness, and, in turn, support. Utilizing a diverse group of 

social media platforms is also vital. Facebook has been proven to cater to an older group of 

individuals, who can be encouraged to make an impact through careful messages from nonprofits. 

Younger individuals can be inspired through platforms more catered to their needs, like YouTube, 

Instagram, and TikTok. Additionally, wording these social media messages in a way that appeals to 

each group’s demographics and psychographics is something that must be carefully considered and 

adapted as necessary.  

            Another implication is for nonprofits to continue to appeal to the emotions of those who 

engage with their promotion. Understanding target markets’ psychographics can help by showing 

nonprofit organizations what motivates giving in others, and what will be most effective in gaining 

their support. By creating meaningful human connection, giving individuals strong ways to relate to 

a cause, giving is much more likely, especially consistent, long-term giving. Encouraging a one-time 

gift is relatively easy, but retaining donors over long periods of time can be much more difficult. It 

is worth it, however, to invest in marketing tactics to appeal to the emotions of individuals and 

create long-term connections, as those types of giving in particular are very rewarding for 

nonprofits. Those who are passionate about a cause and have found great satisfaction in giving to a 

nonprofit will undoubtedly spread awareness to their closest friends and family, further contributing 

to the support of the charitable organization. In order to do this, the marketing team for a nonprofit 

entity must clearly outline the mission and purpose of the organization, which will reach the right 

people and encourage them to give support. In order to create an emotional, psychological 

connection with these individuals, it is important to tell stories and share statistics of how many 

people have been helped and how supporters helped create that positive change. Through this type 

of marketing, individuals will be able to see themselves engaging in a mission to create a better 

world, and the emotional connection they connect to the nonprofit organization will be a long-term 

reminder of how their support can make a positive impact.   

            There are many issues that are very apparent in today’s world, and nonprofits have a very 

special part to play in making a positive difference. Many want to be a part of that movement by 



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Events and Tourism Review Vol. 6 (2023), 1-10, DOI: 10.18060/27335                                                                                                  

               Copyright © 2023 Anna Guinn and Yao-Yi Fu 

  This work is licensed under a Creative Commons Attribution 4.0 International License. 

 

 

planning and executing fun, unifying events that spur individuals to action, specifically, generous 

giving to a worthy cause. These events and their marketing can literally make or break a nonprofit, 

as annual events are many times the most vital way to gain support for an entire year. By motivating 

individuals to find a connection with an organization and its purpose, marketing in a way that 

generates curiosity and awareness, and holding events that effectively unite individuals together for 

one cause and one mission, nonprofits can fund their initiatives and continue to do what they do best 

– make the world a better place.  

 

References 

 

Ariella, S. (2022). 25 Incredible Nonprofit Statistics. Zippia. Retrieved April 24, 2023 from 

https://www.zippia.com/advice/nonprofit-

statistics/#:~:text=Nonprofits'%20revenue%20in%20the%20United,number%20of%20total

%20nonprofit%20organizations 

Cancer Research UK. (n.d.). Race for Life. https://www.cancerresearchuk.org/get-involved/find-an-

event/charity-runs-0/race-for-

life#:~:text=Cancer%20Research%20UK's%20Race%20for,the%20charity's%20life%2Dsav

ing%20work 

Chen, P., Singh, D., Ozturk, A., & Makki, A. (2014). Can Fundraising Be Fun? An Event 

Management Study of Unique Experiences, Performance and Quality. Tourism Review, 

69(4), 310-328.  

Coghlan, A. & Filo, K. (2013). Using Constant Comparison Method and Qualitative Data to 

Understand Participants’ Experiences at the Nexus of Tourism, Sport, and Charity Events. 

Tourism Management, 35, 122-131.  

Wheeler Mission. (n.d.). Home [Facebook page]. Facebook. Retrieved April 24, 2023 from 

https://www.facebook.com/wheelermission/ 

Filo, K., Fechner, D., & Inoue, Y. (2020). Charity sport event participants and fundraising: An 

examination of constraints and negotiation strategies. Sport Management Review, 23(3), 

387-400. 

Filo, K., Groza, M., & 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.   

Global Citizen. (n.d.). https://www.globalcitizen.org/en/ 

Webber, D. (2003). Understanding Charity Fundraising Events. Journal of Philanthropy and 

Marketing, 9(2), 122-134.  

Wheeler Mission. (n.d.). Home [YouTube page]. YouTube. Retrieved April 24, 2023 from 

https://www.youtube.com/c/wheelermission. 

 

 

 

 

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https://www.zippia.com/advice/nonprofit-statistics/#:~:text=Nonprofits'%20revenue%20in%20the%20United,number%20of%20total%20nonprofit%20organizations
https://www.zippia.com/advice/nonprofit-statistics/#:~:text=Nonprofits'%20revenue%20in%20the%20United,number%20of%20total%20nonprofit%20organizations
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https://www.cancerresearchuk.org/get-involved/find-an-event/charity-runs-0/race-for-life#:~:text=Cancer%20Research%20UK's%20Race%20for,the%20charity's%20life%2Dsaving%20work
https://www.cancerresearchuk.org/get-involved/find-an-event/charity-runs-0/race-for-life#:~:text=Cancer%20Research%20UK's%20Race%20for,the%20charity's%20life%2Dsaving%20work
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https://www.facebook.com/wheelermission/
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https://www.youtube.com/c/wheelermission

