Nonprofit Marketing and Fundraising
July 26, 2018  /  118 pages  (is this book fiction or nonfiction?)

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.

My Rating
Major Themes
0%
0%
0%
Minor Themes
0%
0%
Fiction
Nonfiction
Writing Quality
Originality
Addictiveness
Re-readability
Movie Potential
Sequel Potential
Review  (optional)500 left
started
Month
Day
Year
finished
Month
Day
Year
Save Rating
Title
Author
Release Date
Page Count
Genre
Fiction
Nonfiction
Series
   # 
Cover Image
(Must be JPEG and less than 1 MB)
Synopsis