Wheelers Books
Nonprofit Marketing and Fundraising: A Research Overview

Nonprofit Marketing and Fundraising: A Research Overview (Hardback)

By Bennett, Roger

  • RRP: $111.00
  • $111.00
  • In Stock At Publisher

Non-profit sectors account for a small but significant share of most major economies globally, and the marketing and fundraising activities of organizations operating in this sector are of increasing interest to researchers around the world. Although non-profit marketing covers m...any activities not directly concerned with fundraising, the acquisition of funds is the primary objective of most non-profit marketing work. Non-Profit Marketing and Fundraising provides a concise introduction to the latest research in the non-profit 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 non-profit 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 non-profit 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 non-profit relationship marketing charity advertising (including criticisms of its use) and the branding of non-profit organisations. This shortform book provides a useful overview for advanced students and scholars moving into the field.
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ISBN 9781138483378
Released NZ 31 Jul 2018
Publisher Taylor & Francis Ltd
Format Hardback
Series State of the Art in Business Research
In stock at publisher; ships 6-12 working days

Full details for this title

ISBN-13 9781138483378
Stock Available
Status In stock at publisher; ships 6-12 working days
Publisher Taylor & Francis Ltd
Imprint Routledge
Released 31 Jul 2018
Publication Country United Kingdom United Kingdom
Format Hardback
Author(s) By Bennett, Roger
Series State of the Art in Business Research
Category Non-Profitmaking Organizations
Sales & Marketing Management
Number of Pages 118
Dimensions Width: 138mm
Height: 216mm
Dewey Code 658.8
Weight 249g
Interest Age 19+ years
Reading Age 19+ years
Library of Congress Nonprofit organizations - Marketing, Fundraising
NBS Text Sales & Marketing
ONIX Text College/higher education