eBook - ePub

Nonprofit Marketing and Fundraising

Name: Nonprofit Marketing and Fundraising
ISBN: 9781351055086

A Research Overview

Roger Bennett,

118 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Nonprofit Marketing and Fundraising

A Research Overview

Roger Bennett,

About this book

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.

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Yes, you can access Nonprofit Marketing and Fundraising by Roger Bennett in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.