東京マラソンチャリティランナーの現状とファンドレイジングに関する研究

抄録

The current research examined the successful experiences and challenges faced by charity participants in the Tokyo marathon. Constraint negotiation (Jackson and Rucks, 1995) served as a theoretical framework to guide this examination. Original data collected by the Tokyo Marathon committee from 2013-2019 was used for data analysis to investigate medium-term changes. A web survey of the past Tokyo Marathon charity participants was conducted to discuss their fundraising experiences and their attitude toward charity. As a result of medium-term analysis, it was found that most of the charity runners decided on their participation because of their ‘running’ motivation for Tokyo Marathon, but of a charity opportunity. The chance of getting into the Tokyo Marathon as a general participant is one in ten or twelve and this situation assists their decision making. Also, fundraising, which is increasing in popularity in the US and Australia, was still quite low in this context. Three factors of successful experiences were revealed from the web survey; one was related to the subject and content of the fundraising, and the second was related to place and tools, and the third factor was related to the way to utilize the general fundraising skill. Four challenges were revealed; challenges for the charity runner her/himself, discomfort in asking donation for donors and potential donors, difficulties about feelings toward the Tokyo marathon charity system, and the lack of a Japanese charity culture.