Fundraising Event Planning and Management

The provided document is an assignment on fundraising event planning and management for a church parish. It includes a demographic survey questionnaire with 7 questions, covering aspects such as gender, age group, and satisfaction with fundraising events. A subjective survey questionnaire with 7 questions explores the type of fundraising events organized, the number of events per year, and challenges faced. The document also provides interview questions transcript for further discussion. This assignment aims to understand the planning and management of fundraising events in a church parish context.

Running head: DISSERTATION
Dissertation
The Benefits of Fundraising Events for Church Organisations in London
Student’s name:
Name of the university:
Author’s note:

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Acknowledgements
I am extremely grateful to all the individuals who have been the constant support to complete my
research based on ‘The Benefits of Fundraising Events for Church Organisations in London’. I
have gathered primary data for conducting the research; therefore, human participants are
included in this study. I am obliged to my friends and family to help me out throughout. I am
grateful to my professor who outlined the research area. Additionally, I am extremely thankful to
the volunteers and priests of Love of Christ Generation Church in London who provided me with
primary data during survey and interviews. Therefore, I am very much pleased to complete the
research project.
Thank you,

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Abstract
This research focuses on benefits of fundraising events for church organisations in London. In
London not-for-profit organisations work for community development and churches in London
have been doing good in order to help the distressed people. There are five major sections in this
research. In the first part of the research, the researcher has set the aim, objectives, questions and
rationale of the study. The aim of the study is to highlight the benefits of the fundraising events
for churches. The uses, purposes and advantages of the churches to organise fundraising events
have been major focus of the study. In addition, the rationale of the study is to highlight the
recent issue of the fundraising events of the churches as the volunteers of the churches fail to
convince the donors. The funding amount has been decreasing with time and members of the
churches are trying to optimise the money generation through resource. In the literature review
section, the scholarly articles on fundraising events of churches have been reviewed. The
theories of fundraising events, such as Relationship Fundraising, Dialogical theory of Public
Relations and Generations’ Theory have been discussed. The principles of fundraising events
along with benefits and disadvantages of fundraising have been explained in the literature
review.
In the methodology section, positivism philosophy, deductive approach and descriptive research
design have been used in order to collect the data. Primary data collection method has been used
as the researcher has collected the data through survey and interview. The survey data has been
collected from 150 volunteers of Love of Christ Generation Church in London and interview
data has been collected from 3 priests of Love of Christ Generation Church. Both qualitative and
quantitative data analysis methods have been used in this research process. The survey data have
been presented through MS Excel software.
The findings showed that the churches in London get the advantages of making more donors,
getting excessive donations, public relations, promotions and grants for the churches through
fundraising events. The churches can do community development through the fundraising grants.
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 churches’ fundraising events face challenge like
lack of resources in terms of talents, budgets and time. The churches in London can develop the

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fundraising goal before they set out for fundraising activities, the volunteers can convince the
donors using the relationship marketing and the churches can go for large media coverage.

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Table of Contents
1. Introduction..................................................................................................................................7
1.1 Background of the project......................................................................................................7
1.2 Rationale of project................................................................................................................8
1.3 Project aim.............................................................................................................................9
1.4 Project objectives...................................................................................................................9
1.5 Project questions....................................................................................................................9
1.6 Structure of the project...........................................................................................................9
2. Literature review........................................................................................................................11
2.1 Events for business purposes...............................................................................................11
2.2 Events Management for business.........................................................................................11
2.3 Faith Events..........................................................................................................................12
2.4 Fundraising events and uses of fundraising.........................................................................13
2.5 Church fundraising events and advantages and disadvantages of fundraising....................14
2.6 Theories of fundraising........................................................................................................15
3.7 Principles of fundraising......................................................................................................17
2.8 Charity Fundraising Event...................................................................................................18
2.9 Literature gap.......................................................................................................................19
2.10 Summary............................................................................................................................19
3. Methodology..............................................................................................................................20
3.1 Research philosophy............................................................................................................20
3.2 Research approach...............................................................................................................20
3.3 Research design....................................................................................................................21
3.4 Data collection process........................................................................................................21

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3.5 Research instrument.............................................................................................................22
3.6 Sampling technique..............................................................................................................22
3.7 Data analysis techniques......................................................................................................23
3.8 Ethical consideration............................................................................................................24
3.9 Summary..............................................................................................................................24
4. Findings and Discussion ...........................................................................................................25
4.1 Introduction..........................................................................................................................25
4.2 Quantitative data analysis....................................................................................................25
4.3 Qualitative data analysis......................................................................................................36
4.4 Summary..............................................................................................................................39
5. Conclusions and Recommendations..........................................................................................40
5.1 Conclusions..........................................................................................................................40
5.2 Linking with objectives........................................................................................................40
5.3 Recommendations................................................................................................................41
5.4 Future scope of the study.....................................................................................................42
Reflection Statement......................................................................................................................43
Bibliography..................................................................................................................................45
Appendices....................................................................................................................................49

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List of figures
Figure 2.1: Fundraising relationship marketing.............................................................................17
Figure 4.1: Gender of the respondents...........................................................................................27
Figure 4.2: Working period of the volunteers...............................................................................27
Figure 4.3: Age group of the respondents.....................................................................................28
Figure 4.4: Satisfaction level in fundraising events.......................................................................29
Figure 4.5: Type of fundraising event...........................................................................................30
Figure 4.6: Numbers of fundraising events organised...................................................................31
Figure 4.7: Numbers of people supervise the fundraising events..................................................32
Figure 4.8: the Main reason for fundraising event........................................................................33
Figure 4.9: Advantage of a fundraising event...............................................................................34
Figure 4.10: the Main challenge of a fundraising event................................................................35

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List of tables
Table 3.1: Sampling of survey.......................................................................................................24
Table 3.2: Sampling of interview..................................................................................................24
Table 4.1: Gender of the respondents............................................................................................26
Table 4.2: Working period of the volunteers.................................................................................27
Table 4.3: Age group of the respondents.......................................................................................28
Table 4.4: Satisfaction level in fundraising events........................................................................29
Table 4.5: Type of fundraising event.............................................................................................30
Table 4.6: Numbers of fundraising events.....................................................................................31
Table 4.7: Numbers of people supervise the fundraising events...................................................32
Table 4.8: the Main reason behind fundraising event....................................................................33
Table 4.9: Advantage of a fundraising event.................................................................................34
Table 4.10: the Main challenge of a fundraising event.................................................................35

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1. Introduction
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.
1.1 Background of the project
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.
Overview of churches in London

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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.
1.2 Rationale of project
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.

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1.3 Project aim
The aim of the research project is to highlight the benefits of fundraising events in church
organisations focusing mainly Love of Christ Generation Church.
1.4 Project objectives
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
1.5 Project questions
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?
1.6 Structure of the project
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

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

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2. Literature review
2.1 Events for business purposes
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).
2.2 Events Management for business
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

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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.
2.3 Faith Events
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

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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.
2.4 Fundraising events and uses of fundraising
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.
Fundraising objectives
There are mainly three objectives of the fundraising events.
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.

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2.5 Church fundraising events and advantages and disadvantages of fundraising
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.
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

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(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.
2.6 Theories of fundraising
Generations’ theory of fundraising events
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.
Relationship Fundraising
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.

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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`
Figure 2.1: Fundraising relationship marketing
(Source: Zhang et al. 2016)
Dialogic Theory of Fundraising
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.

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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.
3.7 Principles 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).

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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.
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).
2.8 Charity Fundraising Event
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

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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).
2.9 Literature gap
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.
2.10 Summary
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.

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3. Methodology
3.1 Research philosophy
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.
The justification for selecting 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.
3.2 Research approach
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.
Justification for selecting Deductive Approach

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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.
3.3 Research design
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.
Justification for selecting Descriptive 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.
3.4 Data collection process
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,

23DISSERTATION
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.
3.5 Research instrument
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.
3.6 Sampling technique
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.

24DISSERTATION
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
Table 3.2: Sampling of interview
(Source: Created by the researcher)
3.7 Data analysis techniques
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

25DISSERTATION
qualitative data analysis. Qualitative data are subjective data where the researcher can move the
explanation through explanation and interpretation of subjective observation.
3.8 Ethical consideration
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.
3.9 Summary
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.

26DISSERTATION
4. Findings and Discussion
4.1 Introduction
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.
4.2 Quantitative data analysis
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
Table 4.1: Gender of the respondents
Male Female
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
61%
38.67%
Gender of the respondents

27DISSERTATION
Figure 4.1: Gender of the respondents
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.
2. 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
Less than 1 year
1-3 years
3-5 years
More than 5 years
0.00%
10.00%
20.00%
30.00%
30.66% 22.66% 20.00% 26.66%
Working period of volunteers
Figure 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

28DISSERTATION
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.
3. 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
Less than 20
21-30 years
31-40 years
41-50 years
0% 5% 10% 15% 20% 25% 30% 35% 40%
36.00%
23.33%
15.33%
25.33%
Age group of the respondents
Figure 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

29DISSERTATION
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
14.00%
6.66%
5.33%
31.34%
42.67%
Satisfaction level in the
fundraising events
Extremely
dissatisfied
Dissatisfied
Neutral
Satisfied
Extremely satisfied
Figure 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.

30DISSERTATION
2. 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
Walk-a-thon
Raffle
Candle march
Auction
17%
30%
33%
21%
Type of fundraising event
Figure 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.
3. Approximately how many fundraising events do of Love of Christ Generation Church
Parish organise in London host per year?
Options Number of Response percentage Total respondents

31DISSERTATION
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
1 to 3 4 to 6 7 to 9 More than 9
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
17%
30% 33%
21%
Number of fundraising events
organise
Figure 4.6: Numbers of fundraising events organised
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.
4. 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

32DISSERTATION
3 persons 34 22.66% 150
More than 3 persons 21 14% 150
Table 4.7: Numbers of people supervise the fundraising events
39%
24%
23%
14%
Numbers of people supervise the
fundraising events
One person
2 persons
3 persons
More than 3 persons
Figure 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.
5. 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

33DISSERTATION
Engaging more
volunteers
20 13.33% 150
Table 4.8: the Main reason behind fundraising event
Driving awareness
Doing good for community
Finding donors
Engaging more volunteers
0.00% 10.00% 20.00% 30.00% 40.00%
35%
20%
32%
13%
Main reason behind fundraising
event
Figure 4.8: the Main reason for 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.
6. 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

34DISSERTATION
Generating fund 33 22% 150
Community
development
30 20% 150
Table 4.9: Advantage of a fundraising event
Team building of the church
Promotions of the church
Generating fund
Community development
0.00%
15.00%
30.00%
15%
36% 22% 20%
Advantage of fundraising event
Figure 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.
7. 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

35DISSERTATION
Lack of resources 23 13.33% 150
Organisational
understanding
17 11.33%
Table 4.10: the Main challenge of a fundraising event
44%
29%
15%
11%
Challenges of the fundraising
Convincing the
donors
Lack of media
coverage
Lack of resources
Organisational
understanding
Figure 4.10: the Main challenge of a fundraising event
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.
Summary of the quantitative data findings
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.

36DISSERTATION
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.

37DISSERTATION
4.3 Qualitative data analysis
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’.
2. 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.’
3. What types of fundraising do you organise in your church? Why?

38DISSERTATION
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.’
4. 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.’
5. What is your unique planning for organising fundraising events in your church next
time?

39DISSERTATION
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.’
Summary of findings from qualitative data
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.

40DISSERTATION
4.4 Summary
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.

41DISSERTATION
5. Conclusions and Recommendations
5.1 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.
5.2 Linking with objectives
 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

42DISSERTATION
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.

43DISSERTATION
5.3 Recommendations
Love of Christ Generation Church Parish in London has to do fundraising events
following the specific strategies.
Developing the fundraising goal
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.
Convincing the donors using relationship marketing
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.
Large media coverage
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.
5.4 Future scope of the study
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’.

44DISSERTATION

45DISSERTATION
Reflection Statement
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

46DISSERTATION
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.

47DISSERTATION
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Appendices
Appendix 1
Demographic survey questionnaire
1. Please specify your gender.
 Male
 Female
2. How long have you been working as a volunteer in of Love of Christ Generation Church
Parish in London?
 Less than 1 year
 1-3 years
 3-5 years
 More than 5 years
3. Which age group do you belong to?
 Less than 20
 21-30 years
 31-40 years
 41-50 years
Subjective survey questionnaire
1. Please rate your satisfaction with the fundraising events organises by of Love of Christ
Generation Church Parish in London?
 Extremely dissatisfied
 Dissatisfied
 Neutral
 Satisfied
 Extremely Satisfied

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2. What type of fundraising event is mainly organised by of Love of Christ Generation Church
Parish in London?
 Walk-a-thon
 Raffle
 Candle march
 Auction
3. Approximately how many fundraising events do of Love of Christ Generation Church Parish
in London host per year?
 1 to 3
 4 to 6
 7 to 9
 More than 10
4. How many people supervise the fundraising events in Love of Christ Generation Church
Parish in London?
 One person
 2 persons
 3 persons
 More than 3 persons
5. What is the main reason behind fundraising in Love of Christ Generation Church Parish in
London?
 Driving awareness
 Doing good for community
 Finding donors
 Engaging more volunteers
6. What is the main advantage Love of Christ Generation Church Parish in London get from
fundraising event?
 Team building of the church

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 Promotions of the church
 Creating fund
 Community development
7. What is the main challenge of Love of Christ Generation Church Parish in London faced for
fundraising event?
 Convincing the donors
 Lack of media coverage
 Lack of resources
 Organisational understanding