Nonprofit Marketing and Fundraising: A Research Overview

Nonprofit marketing and fundraising is a growing field of research, with the acquisition of funds being the primary objective. This book provides a concise introduction to the latest research, reviews current controversies, outlines major theories and models, and presents suggestions for future research. Chapters cover criticisms of nonprofit fundraising, issues with donor retention, charity advertising, and branding of nonprofit organizations. It is a useful overview for advanced students and scholars moving into the field.

\n Format: Paperback / softback
\n Length: 118 pages
\n Publication date: 30 September 2020
\n Publisher: Taylor & Francis Ltd
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Nonprofit sectors play a pivotal role in the majority of major economies worldwide, and the marketing and fundraising endeavors of these organizations are garnering increasing attention from researchers across the globe. While nonprofit marketing encompasses a wide range of activities that extend beyond direct fundraising, the ultimate goal of most nonprofit marketing efforts is to secure financial resources.

Nonprofit Marketing and Fundraising offers a comprehensive exploration of the latest research in the nonprofit marketing and fundraising domain, delving into current debates, presenting key theories and models of fundraising, and offering recommendations for future research. This text serves as a guide for readers navigating the extensive body of research conducted on nonprofit marketing and fundraising, summarizing significant findings and critical insights into fundraising strategies and processes. It provides conceptual insights into emerging themes and highlights recent advancements in digital fundraising.

The book is organized into chapters that cover various aspects of nonprofit marketing and fundraising. These chapters include, among others:

Criticisms of nonprofit fundraising and the research literature that has responded to these attacks.
Issues related to understanding why individuals donate and what characteristics define their giving behavior.
Theories of giving and donor retention, including foundational research on nonprofit relationship marketing.
Charity advertising, including critiques of its usage, and the branding of nonprofit organizations.

This concise book serves as a valuable resource for advanced students and scholars entering the field of nonprofit marketing and fundraising. It provides a succinct overview of the key concepts, theories, and practices, enabling readers to gain a deeper understanding of this dynamic and evolving sector.

\n Weight: 160g\n
Dimension: 138 x 215 x 10 (mm)\n
ISBN-13: 9780367670177\n \n