Charity Bike Ride Assignment
February 3, 2014

Purpose
• The goal of this Charity Peace Ride is to raise money for a good cause and create an adventure of a lifetime for the participants.
• The Peace Ride organizers want to know that is the best target audience to focus on for this event. They have a limited marketing budget and need to know the most effective way to reach out to the future participants.
• The organizers should be looking which participants are most likely to donate (medium to high income), the participants are active
(they have participated in a charity ride before), gender (men are more likely to do a ride of the distances then women), and age (what age range has the endurance and time to do a ride like this?
• For this specific charity needs to inform its participants that there are
500 slots for an awesome 238-mile bike ride that is held of 4day period. The deadline to participate is June 1, 2009. It is located at the Sophia Peace Center and the goal for each participant is $500. This challenge is something new and different and it all the earnings will be going to a great cause.
Planning
• All the secondary information should be used to provide the marketing team the best idea of how to target the specific bike riding community. From this already collected data we can look at what participants are most likely to partake in the event. We are looking at gender, age, education, income, and activity level.
• As a primary form of data the marketers could conduct a survey to the Sophia Peace Center members to see how interested they would be in an event like this. This allows the organizers to reach out the participants that are already interested in raising money for peace to have a say in the event. The organizers might be surprised how many participants they receive within the community. If enough time is given there might be a spark to start training for the event.
• As an organizer I would also research or talk to other companies that have put on bike fundraisers and see how they set theirs up.
Being sure to ask if they provided smaller bike rides so that the

event can appeal to participants of all levels.
• The best ways to contact would be either to call directly with the person in charge of marketing and coordinating or attend an event yourself to see the lay out and come up with some ideas of your own. It is helpful to see the event visually instead of always of paper.
• There is never enough research; the specific research can stop when the specific event is perfect.
Performance
• Ford , J., Rose , G., & Merchant, A. (2011). How personal nostalgia

influences giving to charity.Journal of Business Research, 64(6),
610-616. doi: http://dx.doi.org.ezproxy.neu.edu/10.1016/j.jbusres.2010.06.013 • In the journal cited above you will learn how to emotionally engage your donors. It looks at the relationship between personal nostalgia and charitable giving. This will be beneficial for the organizers of the
Charity Bike Ride so they can reach out to potential donors who instead of participating will sponsor another rider.
• Saul, J. (2011). Raise more money by selling your impact. (pp. 1-233).
Hoboken, NJ : Jossey-Bass. Retrieved from http://site.ebrary.com.ezproxy.neu.edu/lib/northeastern/docDetail.act ion?docID=10446689
• In this book Raise More Money by Selling Your Impact, the organizer will learn how to make the event a big hit instead of something undesirable to the participants. This book allows the organizers to look at strategies so that the participants become loyal donors to the cause. This book shows how the program can be attractive to any target market within social media just have to make sure the process is done correctly.
• Edmondson, Brad. "Take time for exercise." American Demographics Jan.
1987: 22.Expanded Academic ASAP. Web. 3 Feb. 2014.
• This journal provides the organizers with a way to target the older