Literature review

Hosting fundraising events are a way of raising money for an organisation for a cause. Moreover, fundraising events can rise awareness, can provide fun fathering and it can also increase community involvement. A church can also raise fund if it is necessary for them to conduct a noble cause (Bray 2016). The church members sometimes become willing to take a step further and meet the financial needs of the church. There should be a noble deed that causes from the perspective of the church as churches are basically non-profit organisations. In this research project, the need of fundraising event for churches in London is described along with events’ benefits and challenges.

Contemporary events management is a challenging and diverse field and the organisations need to explore the multi-disciplinary factors of events management in order to have money and promotion for a cause (Bray 2016). Church’s fundraising is always daunting task to take; however, church’s fundraising is an excellent way to support the community and faith of the people. Small churches usually do the fundraising in order to bring talents and people together in all sorts of interesting ways. As explained by Bladen and Kennell (2014), churches have been going through tough face as the churches are now the self-funded organisations. They have to take care of the administrative works, utilities and property maintenance.

Churches receive money from the donation and offerings given during the services. As mentioned by Raj et al. (2017), ‘tithing’ is valid in some family where the families donate on average 10% of their annual income to the churches. The church sometimes wants to help the community people and they struggle with gaining money for organising the events. Therefore, the church opts to take help of fundraising events. In general economic crisis, the churches have been suffering in lack of money and the churches. Fundraising events also provide benefit to keep the church out of crisis mode. As opined by Lord et al. (2014), churches fundraising events should have a reason and this reason must be associated with the community and faith-formation curriculum costs. Therefore, the church organisations need to aware of the fact why they would do fundraising events and it would provide maximum benefits.

The Greater London is divided into 32 boroughs and there are many permanent churches. The building of churches helps to identify the Christian worship. During the great fire of 1666, more than 84 churches in London were destroyed. After this incident 51 more churches were built. In London, there are Anglican churches as well as Catholic churches. Many of the churches and chapels were bombed during the Second World War; however, City of London signifies the various denominations. The churches in London needs to fundraising events to support the community and faith. In London, the fundraising events are mainly done through the sales campaign, special events and personal donations.  

Research methodology

Fundraising idea of the church can be unique or it can be tried and tested on previous time. The church must be enthusiastic to deliver the successful events. Various events for non-profit organisations are the actual road map of the success. Fundraising events tell the members where to focus to collect the money. According to Locke et al. (2015), each of the organisations needs a financial goal to meet the desired objectives and the organisations create a deliberate step to achieve them. The churches of London have been facing the issue of lack of donation for a few months and the administrative works of the church are getting hampered because of lack of money. In a previous time, donations came from the wealthy members of the church. Of late, the donations amount has been decreasing. Most of the planning of the church cannot be implemented because of lack of fund. The church is in need of money because they want to donate school uniforms to the students near the church.

In the community near the church, there are two schools which have been taking help from the church. Love of Christ Generation Church is to opt for fundraising event so that they can generate the money for the school children. The groups that would be part of the fundraising events are the young volunteers and pastors aid committees (Loveofchrist 2018). There needs to be a person or leader who can lead the team of fundraising activity. The leaders need to have the qualities of the organiser and he/she must have previous experience. Churches believe that candles represent then as God. Therefore, candles are holy objects for the believers. Love of Christ Generation Church is willing to organise a candle-march event where all members of the church will participate to raise the money for community-based school children.

The aim of the research project is to highlight the benefits of fundraising events in church organisations focusing mainly Love of Christ Generation Church.

This study is intended to achieve the following

1. To examine the uses of fundraising event by churches in London
2. To establish the purpose of churches fundraising events in London
3. To explain the advantages and disadvantages of the used of charity fundraising events by churches in London
4. To critical compare and contrast the finds of this research with the wider event literature

Following are the research questions:

• What are the uses of a fundraising event by the churches in London?
• What are the purposes of churches fundraising events in London?
• What are the advantages and disadvantages of the used of charity fundraising events by churches in London?
• What are the critical compare and contrast the finds of this research with the wider event literature?

Chapter 1: Introduction

In the first chapter, the rationale of the research project, aim, objectives and questions have been given.

Chapter 2: Literature review

In this chapter of the research project, existing literature sources of the topic are described.

Chapter 3: Research methodology

In this chapter of research methodology, data collection and data analysis process are described.

Data collection and analysis

Chapter 4: Data collection and analysis

In data analysis and findings chapter, collected data is analysed with the existing data sources in the literature review.

Chapter 5: Conclusions and recommendations

Conclusions and recommendations are discussed in this chapter. In addition, research findings are linked with objectives.

Events are gathering that is sponsored by the organisations or groups and sometimes these events can be for larger audiences where many of the stakeholders of the organisation or businesses can be joined. As stated by Raj et al. (2017), gathering in events can be called by the clients of the business, business partners or the employees of the business. Events can be classified into two basic categories, corporate business events and the non-profit events. According to Renz and Herman (2016), the purposes of the corporate events are basically done to do marketing to create a new lead for the organisations and to attract the stakeholders for special purposes. The organisations can do a corporate event for the purpose of launching new products and services. Sometimes, corporate events are done to reward the employees and the business partners for their hard work. Events in business are also done to address the effect of competition in the market or to reinforce existing strategies. In the corporate events, some of the staples are dinners, mixers, general sessions and entertainment with rewards. On the other side, non-profit events are organised for collecting the donations mainly; even for the sponsorship. As pointed out by Weinstein and Barden (2017), non-profit business events are often complex business transaction and these have limited budget. Non-profit business events try to attract and retain the sponsors that often seem challenging for the business. Organisations can use the quality sponsorships using the three-step framework. The business venture or the groups that want to do the non-profit events need to provide attribute of quality sponsors and they need to know what the sponsors can offer to the business to improve. The management of the business must know how to approach the sponsors in a compelling way with all key information. Lastly, the business or group should know the ways to define and deliver sponsorship value (Breeze 2010).

Event management can be defined as the application of project management to the development and creation of events. Event management involves in identifying the target audiences of the events and it is also involved with the branding of the business or the non-for profit organisations. As stated by Clarke and Norton (1992), the ways of coordinating and planning the event are known as the event planning and the management of the business needs to set the scheduling, budgeting, site selection and permits for the event management. Most importantly, in the article of Kumar et al., (2017), they mentioned the event management for the businesses or for the not-for-profit organisations is one of the marketing tools. The authors viewed that the event management can be a tool of strategic marketing used by the management. Event management can be defined as the promotional tool to communicate with the potential and current target audiences. Events are organised for generating the media coverage that can attract the potential target audiences. 75% Business2Business (B2B) marketers across the globe use event as the marketing technique, not even social media and blogging take the highest position. Target audiences of the events are looking for mainly services and products that do not have specific options. The events for profit-making organisations get the chance to meet the customers and discuss them what they want. Profit-making organisations get the chance to establish more intimate and personal relationship with the customers in this digital space (Cutlip 2015). The purpose of event management for the not-for-profit organisations is to speak about the brands to create brand recognition. The brand is more accessible to get the target audiences as the potential volunteers for the not-for-profit organisations. In addition, events are a cost-effective way to inform the target audiences about the reasons behind the events and events have captive the target audiences to showcase the purpose of the events. Moreover, in the article of Cliffs et al., (2017), the authors said that the events can generate feedback about the services for the profit-making organisations. Events help to get the valuable feedback from the customers and it makes the business more flexible.

Conclusions and recommendations

 As pointed out by Marts (2016), the great questions of the life are not what does it take to succeed in this endeavour, however, what does it mean for succeeding as human beings. The human beings do not know what it means to live well and live purposefully. In order to explore the faith, the human beings generally find the answer to the above-mentioned question. Generally, the human beings want to live the life with honesty and passion and they attend the faith events of a different religion. Some of the community-based organisations do the faith events to build the bridge of empathy across the lines of religious differences and continue the common good within a diverse community (Drucker 2016). These types of community-based organisations include discussions and classes in their activities by creating programmatic and dialogical opportunities. In the UK, there are many Christian Faith centres and these centres organise Christian Faith Fellow Church Events each of the weekend. In these events, the common people can hear from dynamic leaders about Christianity that would help the people to set the vision on the course of vision of God. In this regard, it can be deduced that church events are one such faith events and the Bishops try and these faith events mainly occur on Islamic holidays and festivals. Islamic faith events mainly occur on Friday in each week and most of the Islamic believers attend the faith events.     

Events are very significant aspects for the voluntary organisations and voluntary organisations use fundraising programmes in order to raise the money. Small-scale events are the staple of fundraising for the voluntary organisations and running the fundraising events can be time-consuming events. Successful fundraising events are depended on mainly skills and knowledge of the persons. As stated by Hofer and Schendel (2016), it is needed to be clear about the objectives of the fundraising events. In addition, the fundraising teams can make a list of the invitees, they can involve media and they can promote the fundraising events to make the events as successful one. On the other side, as discussed in their articles, McDonald (2015) opined that the primary objective of the fundraising events is to attract the media and promote the service to the desired individuals. Sometimes, not-for-profit organisations want to have more volunteers and they organise fundraising events so that the volunteers can start the promotional campaigns.

There are mainly three objectives of the fundraising events.

Types of events: Corporate vs Non-profit

Firstly, the not-for-profit organisations want to enlist their activities in media and they want to raise their profile through the events.

Secondly, not-for-profit organisations can raise the money indirect way and the money can be obtained through indoors and doors events.

Thirdly, fundraisers are aware of the significance of the donors and the volunteers’ organisations should acknowledge the support (Sargent 2014). The volunteers can thank the supporters and they should recognise the volunteers.  

According to Zheng and McKeever (2016), churches organise fundraising events because churches need money for helping the distressed people. Churches mainly do the faith-group setting and churches can do the fundraising events in order to raise the money. Church’s fundraising events must have a specific goal and there is no basic difference between church’s fundraising events and the voluntary organisation’s fundraising events. Fundraising events mainly occur in churches as faith-formation curriculum cost. The churches have many donators and the churches can ask the donators to promote the fundraising events. The churches sometimes can offer the staffs when the donators donate the money and sometimes, a free-will donation can be organised when the people do not want to purchase the staff. As pointed out by Ward et al. (2015), causes of churches’ fundraising events are associated with the mission trips, church trips, mission projects, school uniforms of the students surrounding the community, building funds, fundraising committee, faith building challenge course and funds for church camp. In addition, the church groups are associated with women’s groups, children’s groups and youth groups.

Fundraising events of the churches and the non-profit organisations provide supplement funds that can increase opportunities. The fundraising events help to build the team as the whole team members of the organisation come closer to organise the events. The organisation tries to break down the barriers in order to use the skills of the different members. In a church, there must be a leader who can bind the team to organise fundraising events. Breaking the group into small teams can help to make a greater team bonding and this will motivate the team members to work hard (McKeever et al. 2016). In addition, the fundraising events work as a promotion for the organisation and hosting fundraising events can heighten the awareness to promote the greater cause. The authors further described that the whole community come closer to share the positive light as the whole thing has a good feeling. Team building, promotion and awareness support the fundraising events and crowd-funding is possible today. As stated by Rizzo (2018), fundraising event first started in the year 1940 and the people got the idea of doing something good for the betterment of the society.

Event management: A tool for marketing

Fundraising not only is an opportunity to raise money, it is also a great way to get the name out and have people learnt more about. On the contrary, as argued by Barber and Yasuda (2017), the problem comes when the organisations have a fundraiser and don’t make any money. First of all, be sure the not-for-profit organisations have a plan and they should expect several months planning. Non-profit fundraising events do not have any connection to the lobbying and political events. Sometimes, the fundraising events can engage to influence the legislation and political party in order to bring the success. Fundraising events face the issue of funding difficulty as all the fundraising events do not have the chance to get the high benefit (Webber 2014). The public makes scrutiny and sometimes government also check the administrative expenses of the organisation.

In the UK, there are mainly four types of generations and each of the generations has its similarity and familiarity. The first generation is ‘civic’ where the leaders are cooperative and team players are institutional builders. The second generation is ‘adaptive’ where the generation has cooperative followers who are mainly team players; however, they are not leaders by nature. Idealist is the generation where the generation starts as cooperative but later one is the rebel. The last generation is reactive who the uncooperative generation providing values to the individuality are over the unity (Wood et al. 2014). Moreover, this generation theory can be used as data for the fundraising donor data. The not-for-profit organisation must collect the database of the donors in order to have the idea of generation line. The not-for-profit organisations have the significant representations as for the management bodies of the organisation need to use different segmentation strategies. The management can consider the segment as a personalised choice and the organisations can connect with them through technology.

The relationship exists from the time when potential donors interact with the non-profit organisations. Some individuals take the relationship fundraising to treat all the donors in the same way and the non-profit organisations provide service all the donors with the same level of service. The job of members of the non-profit organisations is to interact with donors and to leave the right impression that leads to the donors to support. The relationship management leads to the good impression to the donors and the donors feel good about the non-profit organisations. Common people can be the first-donor through the relationship management and different people have a different set of characteristics as the relationship depends on the personal values, desires and wants (Zhang et al. 2016). The author of the article also mentioned that the relationship funding is soft and the non-profit organisations can demonstrate the improvement of the value of a lifetime of the donors. Bilgihan and Bujisic (2015) supported this by saying that relationship fundraising is a theory and it is a hard practice as it requires hard work, team culture, focus and commitment from the team` 

Fundraising Ideas for Churches in London

Theoretical analysis of the fundraising can be done within the paradigm of public relations. Therefore, the PR events can boost the volunteers, fundraising opportunities and donors (Guth and Marsh, 2016). Increasing commonness of dialogue as a concept of public relations started with the shared understanding. The fundraising events are using the dialogue strategy used by Pearson in the Public Relations as it is the earliest substantive treatment. Dialogue can be referred to as the discourse, process and dialect with the consistency of the usage. As stated by Seitel (2017), in a psychological study, dialogue can be defined as a client-centred approach when one individual holds towards other interaction that can influence the quality of communication. This strategy helps to build the relationship and relational communication can be taken as the concept of dialogue framework. The dialogue in fundraising events can be associated with the mutuality as the organisations can increase the communication efforts to the public and donors. Bennet et al. (2017) supported this by saying collaboration process is dialogue oriented and collaboration has become the important area of fundraising.

Non-profit fundraising has some unique pressure as the pressures mostly face the economic ups and downs and millennials jump to giving the mix responses. The donors, funders and contributors of the fundraisers sometimes demand the proof that the good intent really has the potential to translate the mission of fundraising into tangible development (Orozoco and Rouse 2016). As pointed out by Snegrive and Wood (2014), donors in fundraising events are more likely the customers for the groups and the donors sometimes offer some insights about the approach of the fundraising. The not-for-profit organisations need to share the good feeling with the donors and they share the social-equity. On the other side, the donors of the fundraising events are observing the value of the fundraising events and they expect some service exchanging the advantages to them.

The not-for-profit organisations must offer a valuable service or products that must have a need in a practical way. The market is full of donors who are able and willing to donate to the causes. The aim of the organisation is to attract the donors to the right direction and retain the customers with the incredible power of value proposition (McDougall 2013). The not-for-profit organisations should offer valuable services and products to the common people and the organisations must show their mission and purposes that need to align with good causes towards human kinds. The mission and vision of the organisations should have a tangible impact on the society. Therefore, each of the donors should evaluate the value of the offering of the products and they can think about financial, societal and logical justifications to determine the offering of the organisations. Valuable services towards human beings can build the relationships with the donors and it helps to show the respect to the responsive donors (Ferdinand and Kitchen 2012). On the other side, as stated in the article by Coghlam and Filo (2013), the organisations can question themselves as for why the donors’ contribution can also impact the donors. Therefore, in the fundraising events, donors take the first place. The organisations take the principle of donor-focused approach and it is also an art of marketing.

Love of Christ Generation Church: A case study

Fundraising events can be classified into mainly two categories, direct fundraising and interactive fundraising. Direct fundraising is about the individual giving behaviour, direct marketing plan, fundraising media and importance of control and monitor. Interactive fundraising is about e-fundraising where the internet can be used as a medium of fundraising, digital media can be used as PR, social media and Search Engine Optimisation (Snelgrove and Wood 2014). Donor-centric communication is another principle in fundraising activity where the communication must be made on a regular basis with gift programmes or the donors can be communicated through the memoriam and tribute giving process. Privacy of the donors must be taken into consideration regarding the data protection and ethical issue. In addition, in case of churches are doing the fundraising activities, these can be called as foundation fundraising as the fundraising is the source of granting the income of the organisation. The churches need appropriate grant support and the churches do segmentation and targeting through feedback. The average donation amount in the London to the church fundraising was £18 and online giving of charity was increased by 12.1% in 2017 compared to 2016 (Npt-uk.org 2018).

Charity fundraising events are the motivation of other events as the income and costs stream from the efficiency of the events. The participants of the charity events may come as secondary as the private benefits are the main aim of the events. Charity events are done for greater purpose and donors donate the money for good cause. Fundamental belief of the charity is associated with the supporting the charity causes. Charity fundraising events are started from the association of the goal as everything is planned when the participants gear up with specific amounts of money. As stated by McDonald (2015), charitable events have more than one objective and the churches can do the charitable events sometimes. In London, the churches do the charity fundraising events where one of the leaders of the churches takes the encouraging role to ask the donors to contribute the substantial amounts. Charity events are associated with the target audiences and the organisations gear towards coming with specific people like young professionals, business people or just the community people. Charity events are organised for the marketing purposes as well and the possible reason behind this is the getting the words out. Almost 61% of the family in the London donated to charity fundraising events in the year 2017 and overall charitable giving was 2.8% up among UK churches in 2017 (Npt-uk.org 2018).  

 Fundraising events are mainly done by the not-for-profit organisations and fundraising events are relationship marketing as well. Relationship marketing, business and behaviour of the customers or donors are judged by the relationship marketing. The customer experience, contemporary marketing tool, satisfaction and commitment of the marketing all have been discussed using the secondary data of the existing research. However, most of the data are based on not-for-profit organisation and the corporate events. Therefore, this study is mainly based on churches’ fundraising events. The theories and models of fundraising are getting difficult day-by-day as the management bodies want to build strong relationship with donors and to raise the money for desired objectives. Churches want to organise fundraising events for the final profits from the initial investment. The churches organise the fundraising events for the benefits of having more donation and the donation will be distributed to the good causes. The scholars’ articles fail to find out the implication of fundraising without the money and donation. There can be opportunity of making friendship, accountability and sense of community.    

In the literature review section, scholarly articles have been reviewed to find out the theoretical background of the study about church’s fundraising events. Secondary data have been gathered from various articles, online journals and websites. Fundraising activity of the business is associated with the marketing tool and the organisations use this as the part of the relationship building. This secondary data will be used in the later part to align the primary raw data with the existing concept and theories.

Research philosophy mainly deals with the nature, source and development of the knowledge. Research philosophy is about collecting the data about a subjective phenomenon. Research philosophy is a belief about the ways the data is analysed, collected and used (Silverman 2016). Research philosophy will help to collect the primary and secondary data to answer the research questions. The research philosophy is mainly of three different types, positivism, realism and interpretivism. In this research, the researcher has selected the positivism philosophy.

Positivism philosophy allows the researcher to collect the factual knowledge about the research topic. Mainly, positivism philosophy collects the data where the knowledge comes from the human experience. Therefore, primary data can be collected easily through using positivism philosophy. Positivism philosophy mainly depends on the quantifiable observation that can lead to the descriptive statistics. As stated by Flick (2015), positivism philosophy helps to collect the data in a scientific way. Data about fundraising advantages of the churches can be gathered through main respondents and the researcher got the chance to collect and interpret the data through positivism philosophy.

Research approach helps to collect the data through the validity of assumptions and research approach allows the researcher to collect the data in a methodological way. Research approach provides the flexibility of collecting the research data that does look for a pattern of the collected data (Smith 2015). The research approach is of mainly two types, deductive approach and inductive approach. In this research, the researcher has selected the deductive approach in order to collect the data.

The deductive approach helps to collect the data when the researcher already knows about the existing theories of the research. The researcher already knew about the existing theories of the fundraising theories. The researcher sets the research questions and objectives. The deductive approach helps to observe the existing theories and it tries to align the theories with the research questions. The deductive approach confirms or rejects the existing theories that have been taken during the research. There are already a huge amount of data present about fundraising events and deductive approach has provided help with the researcher to confirm or negate the research theories. On the other side, the inductive approach has not been taken as inductive approach moves from specific observations to the broader generalisation of theory.

The research design is the systematic way of collecting the data as research design provides help the researcher to collect the data. The research design is the arrangement of collection and analysis of the data in a manner that aims to combine relevance to research purpose with the economy to the procedure (Lewis 2015). There are mainly three types of research design, exploratory, explanatory and descriptive research design. In this research, the researcher has selected descriptive research design.  

Descriptive research design strives to find out the statement of the problem and it identifies the information about the research. Descriptive research design selects or develops the data gathering instruments. In primary data collection, descriptive research design provides help in observing the participants and it helps to collect the information. Descriptive research design has been an assistant to analyse the information collected from both secondary and primary data.  On the other side, exploratory research design formulates the problem and defines it more precisely. Explanatory research design has not been followed in this research as it seeks to uncover the cause-effect relationship and it is driven by the theories.

There are mainly two types of data collection, primary data collection and secondary data collection. Primary data are collected from the respondents and these are the raw data. On the other side, secondary data are second-hand data that are collected from books, journals, websites, articles and online magazines. In this research, the researcher has collected both primary and secondary data.  

Primary Research Data

Primary data have been collected through conducting survey and interviews. The researcher has conducted a survey preparing 10 close-ended questions. The researcher has also conducted structured interviews in order to collect the subjective data. The researcher has prepared 5 open-ended questions to ask during the interviews. As stated by Kaplan (2017), primary research data help the researcher to collect the data directly from the respondents and it helps to collect the data only for specific purposes.

The researcher has used questionnaire research instrument in order to collect the primary data. In order to conduct the survey, a set of 10 questions has been prepared. The questionnaire had two parts, demographic questions and subjective questions. The researcher has sent the questions to the respondents through hard copies and asked them to revert the hardcopies after 7 days.

On the other side, in order to conduct the structured interviews, the researcher has prepared 5 open-ended questions to ask the interviewees. The subjective questions have been provided help to gather the subjective data about fundraising events of the churches.

In order to collect the data, the researcher has chosen the sample population from the volunteers of Love of Christ Generation Church Parish in London. A sample size of the survey was 150. The researcher has taken the information regarding the volunteers of the Love of Christ Generation Church Parish in London. The researcher has sent the hard copies of the survey questionnaire. The researcher has chosen the convenience sample in order to choose the sample size as it is the easiest way to reach the sample population. Convenience sample does not represent the entire population; therefore it can be considered as bias (Schilling and Neubauer 2017). The researcher has faced the issue to reach maximum volunteers for sampling. In case of convenience sampling, the researcher selected the units from the population is based on easy accessibility.  

Sample population	Sample size	Sampling technique	Sample frame
Volunteers of Love of Christ Generation Church Parish in London	150	Convenience sample	Hardcopies of questionnaire

Table 3.1: Sampling of survey

(Source: Created by the researcher)

 In order to collect the data for the interview, the researcher has interviewed 3 priests of Love of Christ Generation Church Parish in London. The researcher has selected the priests through non-probability sampling and the permission of the priests has been taken. The priests have been interviewed as the priests are the part of the team that makes the fundraising strategy for the church. The researcher has recorded the interview.

Sample population	Sample size	Sampling technique	Sample frame
Priests of Love of Christ Generation Church Parish in London	3	Non-probability sampling	Structured interview with open-ended questions

 Sampling of interview

(Source: Created by the researcher)

Collected data from the survey has been analysed using the quantitative data analysis technique. The researcher has shown the collection of survey data through tables. In addition, the data has been analysed through quantitative data analysis technique. Quantitative data are numerical data (Taylor et al. 2015). Quantitative data analysis is a systematic approach to examine the research and it helps to describe the event and the situation. The researcher has visually presented the data through using Excel bar graph, column graph and pie-charts.

Collected data through interview has been analysed using the qualitative data analysis technique. The priests’ observations have been recorded and it has been analysed through qualitative data analysis. Qualitative data are subjective data where the researcher can move the explanation through explanation and interpretation of subjective observation.    

This research is based on human participants. Therefore, the researcher has taken the permission of the respondents. The researcher has followed The Data Protection Act 1998 where it is clearly mentioned that the researcher cannot reveal the names of the respondents. The researcher has followed the confidentiality of the respondents. In addition, the researcher has to destroy the research data once the research process is done. The researcher can collect the data only for research purposes only. The researcher has not done any kind of coercion and exchange of money during the research process. The researcher has asked to sign the consent form to the respondents.  

The research methodology helps the researcher to collect and analyse the data. This collected data provides help on data findings and drawing the conclusion. The research method is a systematic planning for conducting the research. In this research, both quantitative and qualitative research data have been gathered.

In this section, survey and interview data have been presented and analysed. Both quantitative and qualitative data analyses have been done to show the data findings. At first, survey data have been presented in tables and Excel bar graphs and pie-charts have been used to show the data visually. In addition, the findings of the interview have also been shown in tables.

The quantitative data have been collected from the volunteers of Love of Christ Generation Church Parish in London. 150 volunteers provided their responses to the survey.

Demographic survey questionnaire

1. Please specify your gender.

Options	Number of respondents	Response percentage (%)	Total respondents
Male	92	61.33%	150
Female	58	38.67%	150

The above column-graph shows that the male volunteers are more than the female volunteers in Love of Christ Generation Church Parish in London. The male respondents were (61.33%) and female respondents were almost 38.67%. This finding showed that in the churches, the male volunteers are more than the female volunteers who work in the churches.

1. How long have you been working as a volunteer in of Love of Christ Generation Church Parish in London?

Options	Number of respondents	Response percentage (%)	Total respondents
Less than 1 year	46	30.66%	150
1-3 years	34	22.66%	150
3-5 years	30	20%	150
More than 5 years	40	26.67%	150

Table 4.2: Working period of the volunteers

The above column-graph shows that the volunteers in the churches have been working for more than five years and these types of respondents were almost 25.66%. Young volunteers have been working for the church for more than 1 year and this type of respondents were the highest (33%). These findings cleared the fact that the young volunteers are keen to work with the church volunteers to provide the advantage to the community.

1. Which age group do you belong to?

Options	Number of respondents	Response percentage (%)	Total respondents
Less than 20	54	36%	150
21-30 years	35	23.33%	150
31-40 years	23	15.33%	150
41-50 years	38	25.33%	150

Table 4.3: Age group of the respondents

The above bar-graph shows that the young volunteers who are aged less than 20 are most as the respondents. Young volunteers are the highest in the numbers, therefore the fundraising events are organised by the young volunteers and they are enthusiasts. The people aged between 41 and 50, they were 25.35% as respondents. Therefore, the aged people spend their time through working as volunteers in church.

Subjective survey questionnaire

1. Please rate your satisfaction with the fundraising events organises by of Love of Christ Generation Church Parish in London?

Options	Number of respondents	Response percentage (%)	Total respondents
Extremely dissatisfied	21	14%	150
Dissatisfied	10	6.66%	150
Neutral	08	5.33%	150
Satisfied	47	31.33%	150
Extremely satisfied	64	42.66%	150

Table 4.4: Satisfaction level in fundraising events

Volunteers are very much enthusiasts for the fundraising events as they are main power of the churches. The above pie-chart showed that 42% volunteers are extremely satisfied with the fundraising events conducted by Love of Christ Generation Church Parish in London. In London, the volunteers take the active part in fundraising events. The church takes the help from the donors with the help of volunteers and the churches use the help for community development and other good reasons.  

1. What type of fundraising event is mainly organised by of Love of Christ Generation Church Parish in London?

Options	Number of respondents	Response percentage (%)	Total respondents
Walk-a-Thon	25	16.66%	150
Raffle	45	30%	150
Candle march	49	32.66%	150
Auction	31	20.66%	150

Table 4.5: Type of fundraising event

 The churches use various types of fundraising events and unique fundraising events help the church to attract the donors. Love of Christ Generation Church Parish in London uses generally candle march as they think the candle is the holy object to reach God. The respondents agreed on candle march (32.66%) and raffle was opined by 30%. Therefore, the London based churches mainly use aution, walk-a-Thon and raffle as part of the fundraising events.

1. Approximately how many fundraising events do of Love of Christ Generation Church Parish organise in London host per year?

Options	Number of respondents	Response percentage (%)	Total respondents
1 to 3	25	16.66%	150
4 to 6	45	30%	150
7 to 9	49	32.66%	150
More than 9	31	20.66%	150

Table 4.6: Numbers of fundraising events

Fundraising events are common among the non-for profit organisation and for the churches. The churches organise the fundraising events in order to collect the money and get the media coverage for promotion. The respondents agreed majorly on 7 to 9 fundraising events on each year. Therefore, the volunteers of churches have to keep themselves busy on fundraising events throughout the year.

1. How many people supervise the fundraising events in Love of Christ Generation Church Parish in London generally?

Options	Number of respondents	Response percentage (%)	Total respondents
One person	59	39.33%	150
2 persons	36	24%	150
3 persons	34	22.66%	150
More than 3 persons	21	14%	150

Table 4.7: Numbers of people supervise the fundraising events

The above pie-chart shows that the churches mainly have one person as a supervisor who conducts the whole concept of fundraising and the person makes a team to organise the fundraising events. Most of the time, the Bishop of the churches are the person who supervises the fundraising events. Leaders are necessary for conducting any Public Relations events as the supervisors need to motivate the volunteers in order to create a good relationship with the volunteers.  

1. What is the main reason behind fundraising event in Love of Christ Generation Church Parish in London?

Options	Number of respondents	Response percentage (%)	Total respondents
Driving awareness	52	34.66%	150
Doing good for the community	30	20%	150
Finding donors	48	32%	150
Engaging more volunteers	20	13.33%	150

Table 4.8: the Main reason behind fundraising event

The above bar-graph shows that the churches organise the fundraising events for finding donors as the cost of the churches are majorly depend on the donations. Churches have the plan to develop the community and to establish a faith-formation group for the religious purposes. 32% respondents agreed on finding of donors and 34% respondents agreed on the driving awareness of the churches’ activities. This will eventually promote the activities of the churches in London and churches activities come to open for the common people.

1. What is the main advantage Love of Christ Generation Church Parish in London get from fundraising event?

Options	Number of respondents	Response percentage (%)	Total respondents
Team building of the church	23	15.33%	150
Promotions of the church	54	36%	150
Generating fund	33	22%	150
Community development	30	20%	150

Table 4.9: Advantage of a fundraising event

The main advantage of the churches’ fundraising events according to the respondent is the promotion of the church as 36% of the respondents believed the same. The churches communicate with the donors through fundraising events and volunteers try to make a relationship with the donors through fundraising events. 20% of the respondents provided their opinion that fundraising events are conducted for the community development.  

1. What is the main challenge of Love of Christ Generation Church Parish in London faced for a fundraising event?

Options	Number of respondents	Response percentage (%)	Total respondents
Convincing the donors	66	50.66%	150
Lack of media coverage	44	36%	150
Lack of resources	23	13.33%	150
Organisational understanding	17	11.33%

Table 4.10: the Main challenge of a fundraising even

The above pie chart shows that challenge for the volunteers and the churches to conduct the fundraising are the minimum donation. Almost 50% of the respondents provided their responses to minimum donation as the challenge of the fundraising events. The volunteers sometimes fail to convince the donors. The churches spend its money in organising the fundraising events; therefore minimum generation of the donation can be a failure of the fundraising events. The volunteers should work as a team in order to grab the media coverage. The volunteers do not get the chance to show the disability of the charity Scope.

Volunteers are the sole partners of the churches who help the churches to organise fundraising events. Churches try to do good to the community and beyond from giving cloth to food. However, the cost of the fundraising programmes is high and volunteers help the churches to organise the fundraising events. Love of Christ Generation Church Parish in London has mainly youth oriented volunteers who have been working for the church for no less than 1 year. Therefore, it is clear that the volunteers of the churches are mainly young generation. Fundraising events have benefits for the churches as it provides money and other assistance from the donors. The fundraising events can help the churches to build a team and the volunteers get the chance to work together. The churches in London organise 7 to 9 fundraising events in a year. As stated in the literature review by Seitel (2017), relationship fundraising is about recruiting the donors through developing interpersonal relationships and keeping long-term relationship with the donors. The volunteers of the churches are in the London also satisfied with the fundraising events and they try to recruit more donors to create lasting relationship. On the other side, transaction fundraising is about setting goal for achieving certain level of amount. The volunteers in Love of Christ Generation Church Parish in London provides major focus on candle march fundraising events where they share their ultimate aim of giving clothes to the community school. In the literature review section, in their article, Stride and Higgs (2014) supported the view that fundraising is of creating awareness, exploration move from intrusion and invitation, expansion and showing commitment towards the relationship making with the donors. The volunteers show the same type of relationship building approach to the donors. Fundraising provides benefits to the church through developed community programmes and the church can successfully start the mission trip. With the help of the fundraising events, the churches can generate fund and they can expand their hands to help the distressed people. Volunteers try to find out the benefits of the Public Relation through the fundraising events. The volunteers need to make a plan for the event designing and event designing helps to market actual cause of fundraising. The volunteers can appeal to the feelings of the probable donors through event designing and encourage the actual helpers. According to Anheier (2014), dialogical theory of fundraising tells about paradigm of public relations in fundraising events that provide benefits of promotions and media coverage through fundraising events. On the other side, the churches’ fundraising events face challenge like lack of resources in terms of talents, budgets and time. In addition, the volunteers face the organisational understanding of the fundraising events as priests of the church can have unrealistic expectations from the fundraising events. The event designing is very important of the Public Relation event and fundraising events can face the issue of breadth of the events.

Structured interview questions have been asked to the priests of Love of Christ Generation Church Parish in London and they provided their answers.  

1. Why do you plan fundraising events in your church?

1st Priest	2nd Priest	3rd Priest
‘We try to help the nearby community and we need donors to generate our fund to help others. Basically, fundraising makes our church prioritise in the projects of giving our hands to help distressed.’	‘We do fundraising multiple times in a year because we need donation for the faith-formation programme and to help the community-based people and children. Additionally, we ask people online to donate monthly to generate the funds.’	‘I think, our church wants to work as a team and we have specific goal to help the poor. Fundraising makes churches famous and the churches get promotion through this’.

1. What are the benefits you expected from the fundraising events?

1st Priest	2nd Priest	3rd Priest
‘Fundraising events are important for our church as the events help to have grant from the donors and the events make the church sustainable. The church is completely depended on the fundraising and donation; therefore, it is vulnerable to its source of fundraising ending.’	‘Fundraising events have huge potential to raise a good some of money and assistance from donors. Fundraising provide the benefits of create brand awareness of the church and the donors next time would get acquitted our names.’	‘Our church has online reach. Fundraising events make good contact with the donors and the donors can provide help throughout the year through online. Fundraising provide benefits to make a strong root in the community.’

1. What types of fundraising do you organise in your church? Why?

1st Priest	2nd Priest	3rd Priest
‘Fundraising events in our church are based on mainly fundraising candles as candles are observed as holy objects. We eventually organise candle march and asks our volunteers to join with us. The candles are scripturally themed and this event does not cost large amount of money to organise.’	‘Fundraising events today are based on event management designing. We try to keep the events simple and smart to attract the donators. We basically do selling scratch cards to the donors and we upload the pictures on our social media pages and websites. The donors need to buy the scratch cards to make donation to the church.’	‘We do raffle as we sell numbered tickets and donors can take random numbers of tickets. We do candle march and volunteers of our church help to organise the events. Event management is very important and volunteers plan the events and designing.’

1. What are the challenges you faced to organise fundraising events from a church?

1st Priest	2nd Priest	3rd Priest
‘In the London, 83% of church goers are white people and 10% are black. Therefore, sometimes, we face issue to attract the donors through our fundraising events. However, non-white church attendance has increased in numbers. Volunteers face issue in convincing the donors to donate the money.’	‘Our church faces the issue of lack of resources regarding time, cost and human resources. All around the year, we cannot find large numbers of volunteers. In Spring, we have large volunteers only. Event idea is another challenge for us.’	‘This church is believers of Seraphim and Cherubim; mainly African missionary people visit our church. In overall London, white people do visit our church also. We face challenge in getting the media coverage on time.’

1. What is your unique planning for organising fundraising events in your church next time?

1st Priest	2nd Priest	3rd Priest
‘We are planning to set a fundraising goal. Therefore, we are planning to set a committee to host the fundraising events. The volunteers, members, the church workers all will be geared up to raise the money. Our unique plan is to do the candle march and we shall as the donors to provide us assistance so that we can help the community school children.’	‘Of late, we are facing the issue of convincing the donors to provide us money. We shall make budget of the fundraising events and we shall keep extra room for the unforeseen cost. We are planning to do candle march for the fundraising events and we shall also do raffle. The Bishop will be the leader of fundraising event.’	‘The target audiences of the fundraising events are the donors who donate money. The fundraising event is the marketing tool of our activities and community development plan. We want to promote our community development programme so that we can engage more media coverage. We shall be doing raffle and candle march. Our volunteers would draw up entire marketing plan.’

The priests of Love of Christ Generation Church provided their view of the fundraising events and they were not like previous generations’ priests as they have enough marketing knowledge for the not-for-profit organisations. They organise fundraising events multiple times in a year and they want to provide donors significant benefits of faith-formation as a result of giving assistance and money. Fundraising is a public relation programme and paradigm of public relations has been changed in recent time and the charity organisations want to have fundraising opportunities (Butler and Wilson 2015). The churches in London get the benefit of grant generation, promotion, team building of the volunteers and community development through the fundraising events. Therefore, the observations of the priests are similar to the relationship theory of the fundraising. The challenges of the fundraising events are mainly convincing the donors, events designing and lack of resources regarding cost, human resources and time. The practice of the fundraising helps the volunteers to work together and manage the responsibilities in the same way.

This chapter shows the findings and analysis of overall collected data from both survey and interview. Both quantitative and qualitative data analysis have been done and findings have been linked with the literature review. Therefore, both primary and secondary data have been reviewed. In the next section, conclusions and recommendations have been drawn from the data findings from both qualitative and quantitative data analysis.   

Conclusions and Recommendations 

Conclusions 

In event management, events must be organised in a better way so that the purpose of the events must get success. For the non-profit organisations, they organise the events to promote the events to the wider audiences and for the community development. In the London, there are many churches and the churches do the daunting fundraising events to do better to the community. Churches do not have source of donation apart from donors and the churches reach the donors through fundraising events. Churches organise the fundraising events in order to support the faith and community. Love of Christ Generation Church in London wants to do the fundraising events through candle march and raffle. Fundraising events offer the opportunity to socialise activities of the churches and the churches use mainly tested method for the fundraising events. In order to be successful in the fundraising events, the churches must have strong volunteers team. The volunteers need to make better relation with the donors as online donation has been increased by 12% approximately in 2017. The advantages of the fundraising that the churches have are the promotion, media coverage, team building of the volunteers and monetary grant for the church funds that the churches can use in community benefits. On the other side, the churches face the challenges from fundraising are the monetary loss if the donors do not donate enough money, lack of resources and convincing the donors to improve relationship building.

• To examine the uses of fundraising event by churches in London

This objective has been met in subjective question 4 in survey questionnaire and interview question 1. In the literature review section, the secondary data have been gathered to examine the uses of fundraising in churches. The churches in London use the fundraising events for the community development, granting the fund and reach maximum numbers of donors. Fundraising events must be unique so that the volunteers can reach the donors to ask for help. Use of fundraising event can be described through the relation build up with the donors.

• To establish the purpose of churches fundraising events in London

This objective has been met in subjective survey question 5 and interview question 3. In the literature review section, the secondary data sources tried to reveal the purposes of the fundraising events. The main purpose of the fundraising events of the churches are getting the media coverage, granting donation and convincing the donors to donate more assistance. The churches want to help the community and the churches have more team building and engagement among the volunteers. The churches have one or more supervisors who make a team to do the fundraising events. Creating awareness towards the community people about the Love of Christ Generation Faith Church can be done through fundraising events.

• To explain the advantages and disadvantages of the used of charity fundraising events by churches in London

This objective has been met in survey subjective questions 6 and 7 and interview questions 2 and 4. In the literature review section, the benefits and challenges of the fundraising events have been discussed taking help from the authors’ analysis. The volunteers and priests of Love of Christ Generation Church Parish in London provided their views and this could be overall responses of the churches. The benefits of fundraising events found in the data findings are associated with the team building of the volunteers. Creating fund for the churches and promotional benefits of church and the churches do community development also. The churches in London mainly get benefit of the generation of fund. In addition, the challenges or disadvantage of fundraising events of the churches are lack of resources, convincing the donors and minimum donation grabbing by the churches.

• To critical compare and contrast the finds of this research with the wider event literature

This objective is met partly in the literature review section, where maximum journals and articles have been reviewed. Wider literature has been reviewed in order to gain the knowledge and conception of the charity fundraising of the churches. The churches do fundraising events and these fundraising practices can be revealed through Relationship Marketing, Dialogical Public Theory and Generations’ Theory.  

Love of Christ Generation Church Parish in London has to do fundraising events following the specific strategies.

The church must have a team that team would do the fundraising events and the team must be supervised by a team member. The team needs to have goals for the amount of price the church is going to raise. The team can take the decision for the budget of the fundraising event. The team will check about the overhead expenses of the new programme. Fundraising goal can contain the new plan and the team can break the overall plan with a few stages. The fundraising events must be realistic so that cost-efficient method will provide benefit to the church.

Love of Christ Generation Church Parish in London, like other churches in the London needs to follow the relationship marketing where the volunteers need to make a solid bonding with the donors. The key aspects of the relationship marketing are the communication and collaboration. Relationship marketing helps to improve the overall raising money across the year through online. Relationship marketing retains the donors for the church.

The churches in the London will get the benefit of fundraising events if the team will plan the fundraising event in a special way. Operating budget must be reduced and event planning should be unique. The team needs to call large media cover so that the fundraising events will have promotion in greater way. The church may get large numbers of donors through the media coverage.  

The details of the scope of the study deliver the advantages of the fundraising events in the church organisations in London. This study would further help the future researchers to research on fundraising activities and challenges of organising fundraising events. This research can help the researcher to research on the study based on ‘Challenges of fundraising events for the non-profit organisations’.

In experiential learning, the real learning comes after the education when the individual has the opportunity to go to the internship or to the first job. GSM learning provides the better understanding of the management study and I wished I had learnt about GSM course material. The management course in GSM can be 3 years or it can be 2 years. The overall course study provides me with the better understanding about the management course and event management course. The overall learning programme in GSM London gives me understanding of the management learning and practical experience of the industry. During the course, we visited some of the actual workplace to get the idea of the workplace and work life. GSM London mainly develops the students in employability skills and the enterprise friendly. I believe that this course material and learning provides me the competitive edge. I make myself able to focus on current employment and experience of entrepreneurship. The overall course learning provides me the knowledge to seek my hidden potential and strengths. GSM Learning has career team and it has My Future portal. GSM learning provides online help all time and students can get the help of faculties any time through online portal. I have attended many seminars, employers’ events and workshops. Most importantly, GSM learning course provides me knowledge to write the CV and it develops me towards negotiate in interviews. I have gained higher education as well as the industry gained. I had always wished to be a part of management course where I can gain the knowledge of business as I always wanted to be a successful entrepreneur. I get to know about personal branding and I have learnt about the workplace ethics as well.

Through this research project, I have gained the knowledge about doing the market research conducting the surveys and interviews. Conducting the surveys and interviews to gain primary data were not easy task for me. I have conducted a survey and interviews sessions with the respondents. The survey and interviews provided me with large amount of data and I have analysed the data; this process took time. However, conducting a large data analysis and research process gave me strength and confidence. GSM learning course provided me social and cultural awareness that give me recognition for increasing the cultural for enriching my life. My topic of the research was fundraising events and I myself love to fundraising as we are encouraged to develop the creative side of myself. Churches in London are multiple and fundraising events can help the churches to generate the money to assist the community people. I gathered concrete experience in event management; this new experience provides me help to encounter the possible future support. Abstract conceptualisation is about reflection of my new idea and I want to modify my existing abstract concept. Researching the topic gives me more insight about the fundraising and I liked the process of linking the initial objectives with the overall findings. Therefore, I want to apply my learning in GSM in my future course of action to the world around me to see the new results.

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