Fundraising and Nonprofit Marketing

A Research Overview

Roger Bennett

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English

Routledge
29 November 2024

Sales & marketing management; Sales & marketing; Public ownership & nationalisation; Non-profitmaking organisations

Series: State of the Art in Business Research

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.

By: Roger Bennett
Imprint: Routledge
Country of Publication: United Kingdom
Edition: 2nd edition
Dimensions: Height: 216mm, Width: 138mm,
ISBN: 9781032428109
ISBN 10: 1032428104
Series: State of the Art in Business Research
Pages: 122
Publication Date: 29 November 2024
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Forthcoming

1 1. Introduction 2. Frameworks and foundations 3. Fundraising in theory and practice 4. Fundraising today and tomorrow 5. Conclusion, reflections, and opportunities for future research

Roger Bennett is a Professor of Marketing at Kingston University, UK.