An exploratory study of philanthropy through festivals and events: The Edinburgh International Magic Festival case

Abstract

Using the Edinburgh International Magic Festival (EIMF) as a case study this dissertation will explore how philanthropy, revenue and attendance may be generated through cinema broadcast of emerging festivals and events, in order to link philanthropy and festivals for mutual benefit. Previous research regarding philanthropy discusses the corporate environment, in relation to corporate social responsibility and cause-related marketing. There is an abundance of literature on festivals and events, charitable giving and technology; literature which explores how philanthropy may be generated through festivals and events, however, is limited or non-existent. Increasing advances in technology have allowed festival and event managers to market their events in new ways, and as a result a new phenomenon known as live cinema broadcasting is being administered by organisations to transmit their programmes in high definition to a wider global audience in their local cinemas. In order to generate new theory, qualitative research was the appropriate research method. Seven participants, who were managing directors of festivals and charitable organisations, took part in a one-to-one semi-structured interview to provide significant insight into this phenomenon. The results revealed that festival directors may benefit from collaborating with a charity in order to generate philanthropy, which may also increase awareness and attendance at the event. Benefit-led systems such as introducing early-bird offers, discounted tickets online or alternative promotions may encourage attendance at the festival or, additionally, celebrity endorsements could assist in increasing awareness of the festival and be an effective technique in raising money for charitable causes.