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The strategic marketing of small sports clubs: from fundraising to social entrepreneurship

Gallagher, Damian and Gilmore, Audrey (2012) The strategic marketing of small sports clubs: from fundraising to social entrepreneurship. Journal of Strategic Marketing, 20 (3). pp. 231-247. [Journal article]

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URL: http://www.tandfonline.com/toc/rjsm20/20/3

DOI: 10.1080/0965254X.2012.657225

Abstract

This paper investigates how small sports clubs (SSCs), the foundations for sporting excellence and significant contributors to the social capital of society in the face of continued financial difficulties, can maximise their fundraising activities. A conceptual framework for investigating the traditional fundraising planning process in the unique context of SSCs is developed and a qualitative methodology is utilised via 19 in-depth interviews in Northern Ireland and Germany to test this model. The findings of this study question the applicability of generic fundraising planning processes for SSCs and emphasise the previously under-realised central role that individual personal competencies play and argue for the application and practice of social entrepreneurship in order to ensure the long-term survival of SSCs.This study makes a contribution to the developing literature on sports marketing and to the important issue of strategic fundraising in the context of SSCs. It highlights the informal, ad-hoc nature of fundraising in many SSCs and provides some direction for how they could become more professional in how they fund their activities and plan for the future development of the clubs.

Item Type:Journal article
Keywords:SMEs, strategic fundraising planning, sports marketing, social entrepreneurship, qualitative research
Faculties and Schools:Ulster Business School > Department of Marketing, Entrepreneurship and Strategy
Ulster Business School > Department of Business and Enterprise
Ulster Business School
Research Institutes and Groups:Business and Management Research Institute
ID Code:33600
Deposited By: Dr Damian Gallagher
Deposited On:15 Mar 2016 11:43
Last Modified:15 Mar 2016 11:43

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