State of the Art in Business Research
2 total works
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:
- criticisms of nonprofit fundraising and the research literature that has responded to attacks;
- issues connected with the questions ‘why people donate’ and ‘what characteristics describe the "giving type"’?
- ‘theories of giving’ and of donor retention, including foundational research relating to nonprofit relationship marketing;
- 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.
This book provides a concise introduction to the latest research in the fundraising and nonprofit marketing field. It details the foundational studies in the area, reviews current controversies, outlines the main theories and models of fundraising, and presents suggestions for future research.
This second edition, as well as providing an update on recent significant contributions to the fundraising and nonprofit marketing domain, contains additional material on crowdfunding, the effects of disintermediation of charity giving, the consequences for fundraising of the Covid pandemic, public perceptions of the role of administrative expenditure by nonprofits, the influence of donors’ levels of trust in charities, and disaster relief fundraising. The text guides the reader through the myriad of nonprofit marketing and fundraising research, summarises key findings and current thinking on fundraising strategies and processes, and offers conceptual insights into emerging themes. It highlights the studies that have the greatest contemporary importance and identifies gaps in knowledge that need to be addressed via further research.
Thus, the book provides an invaluable introduction to the literature on fundraising and nonprofit marketing and a convenient reference for students, for beginning researchers, and for more experienced academics and practitioners with interests in the nonprofit and fundraising field.