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Festival and Events

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Festival and Events
Executive Summary

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



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. doi: 10.1080/10495142.2012.679165 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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