Nonprofit sectors account for a small but significant share of most
major economies globally, and the marketing and fundraising activities
of organisations operating in this sector are of increasing interest to
researchers around the world. Although nonprofit marketing covers many
activities not directly concerned with fundraising*,* the acquisition
of funds is the primary objective of most nonprofit marketing work.
Nonprofit Marketing and Fundraising provides a concise introduction to
the latest research in the nonprofit marketing and fundraising field,
reviews current controversies, outlines the major theories and models of
fundraising, and presents suggestions for future research. The text
guides the reader through the myriad of research undertaken on nonprofit
marketing and fundraising, summarises important findings and key
thinking on fundraising strategies and processes, offers conceptual
insights into emerging themes and emphasises recent advancements in
digital fundraising.
Chapters within the book cover, inter alia:
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- criticisms of nonprofit fundraising and the research literature that
has responded to attacks;
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- issues connected with the questions 'why people donate' and 'what
characteristics describe the "giving type"'?
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- 'theories of giving' and of donor retention, including foundational
research relating to nonprofit relationship marketing;
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- charity advertising (including criticisms of its use) and the
branding of nonprofit organisations.
This shortform book provides a useful overview for advanced students and
scholars moving into the field.
