‘You belonged to something’: exploring how fundraising teams add to the social leverage of events

Research question: Participatory sport event managers and marketers encourage individuals to register and complete events as members of teams that raise funds for a specific charitable cause. The prevalence of fundraising teams presents an opportunity to investigate how these subgroups can deliver social impacts that are complementary to those sought by event organisers. Accordingly, the purpose of the current research is to examine how successful teams contribute to the social interactions and event experience of members. Research methods: We purposively sampled two highly successful fundraising teams that participated in a running and swimming event. Qualitative data were collected via post-event focus groups and 14 interviews with members of Mands’ Mob (Run Melbourne) and the Yarra Babes (MS 24-Hour Mega Swim) who raised funds for two charities: Ovarian Cancer Research Foundation and Multiple Sclerosis Australia. Results and Findings: Five themes were uncovered: (1) team leader communication, (2) team catch-ups, (3) theming, (4) humanising the cause, and (5) bonding at the event. These themes demonstrate that fundraising teams bolster the experience throughout, assist with training, and facilitate social interaction throughout the event among team members. Implications: The themes demonstrate how successful fundraising teams create social impacts that might be leveraged by organisers. There is scope to broaden efforts to complement the work of team leaders in order to inspire participants through personal narratives and distinguish teams through a visual identity and image.