Document Type

Conference Paper

Publication Date


Publication Details

This conference paper was originally published as Ruperto, A. and Kerr, G., The Strategic Fit of Community Events Hosted by Charities: Insights from Australia, Partnerships, Proof and Practice - International Nonprofit and Social Marketing Conference 2008, University of Wollongong, 15-16 July 2008.


A charitable organisation fits within the broader category of not-for-profit organisations (NFPs) which operate in a variety of sectors in Australia. As well as seeking to satisfy the demands of the persons in need of their services, many need to target suppliers of necessary operating resources. In an environment of growing competitiveness between NFPs for these resources and in many cases higher government and community expectations for these organisations to satisfy growing demand, many of these NFPs now resort to a number of marketing activities both as a means to increase awareness and as well as source funding and in-kind support. One activity for NFPs is to host a community event. There are calls for research to better understand the hosting of events by NFP organisations. This research identifies some key issues relative to the hosting of events by charities by conducting open-ended interviews with managers of charities. The findings make a contribution towards a greater understanding of events held by charities and NFPs generally and have relevance to managers as well setting an agenda for further research.