Wheelers Books
Nonprofit Marketing and Fundraising: A Research Overview

Nonprofit Marketing and Fundraising: A Research Overview (Trade Paperback / Paperback)

By Bennett, Roger

  • RRP: $58.99
  • $58.99
  • In Stock At Publisher

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 man...y 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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ISBN 9780367670177
Released NZ 21 Oct 2020
Publisher Taylor & Francis Ltd
Format Trade Paperback/Paperback
Alternate Format(s) View All (1 other possible title(s) available)
In stock at publisher; delivery usually 15-20 working days due to covid19 delays

Full details for this title

ISBN-13 9780367670177
Stock Available
Status In stock at publisher; delivery usually 15-20 working days due to covid19 delays
Publisher Taylor & Francis Ltd
Imprint Routledge
Released 21 Oct 2020
Publication Country United Kingdom United Kingdom
Format Trade Paperback/Paperback
Author(s) By Bennett, Roger
Category Non-Profitmaking Organizations
Sales & Marketing Management
Number of Pages 118
Dimensions Width: 138mm
Height: 216mm
Dewey Code 658.8
Weight 218g
Interest Age 19+ years
Reading Age 19+ years
Library of Congress Nonprofit organizations - Marketing, Fundraising
NBS Text Sales & Marketing
ONIX Text College/higher education