1st Edition

Charity Marketing Contemporary Issues, Research and Practice

Edited By Fran Hyde, Sarah-Louise Mitchell Copyright 2022
    234 Pages 10 B/W Illustrations
    by Routledge

    234 Pages 10 B/W Illustrations
    by Routledge

    Charities operate within an increasingly challenging environment, with competition for public engagement, funding and volunteers intensifying. High-profile scandals have knocked public trust and the recent Covid-19 pandemic has illustrated how important it is for charities to provide support in times of need and fill the gap left by inadequate public sector provision. Across 12 chapters a diverse group of academics and deep-thinking practitioners present contrasting perspectives and the latest thinking on the challenges within the charity sector.

    The approach of the book contributes to the growing phenomenon of Theory + Practice in Marketing (TPM) presenting different perspectives and theoretical lenses to stimulate debate and future research.

    Charity Marketing provides a bridge between the practice of contemporary nonprofit organisations, charity marketing and recent academic insight into the charity sector. Using exemplar case studies of nonprofit and charity brands, this edited volume will be of direct interest to students, academics, marketing practitioners and researchers studying and working in charities, public and nonprofit management, and marketing.

    Introducing charity marketing: contemporary issues, research and practice

    Fran Hyde and Sarah-Louise Mitchell

    Theoretical foundations for exploring charity marketing

    Sarah-Louise Mitchell

    Building powerful charity brands: an inside perspective

    Max du Bois and Robert Longley-Cook

    1 Charity marketing and corporate social responsibility

    Walter Wymer

    2 Nonprofit brand and managing nonprofit rebranding strategy

    Zoe Lee and Iain Davies

    3 Marketing charities to attract volunteers: time for B2V

    Sarah-Louise Mitchell

    4 Don’t ask, don’t get: the ethics of fundraising

    Ian MacQuillin

    5 Spoilt for choice? Understanding how donors choose which charities to support

    David J. Hart and Andrew J. Robson

    6 Fundraising across different causes

    Alison Body and Beth Breeze

    7 Contemporary perspectives on charity and nonprofit arts marketing: from creative economy towards a public realm

    Athanasia Daskalopoulou and Chloe Preece

    8 Digital marketing for charities: reflections from a collaborative project

    Emma Reid

    9 Relationship marketing in charities: so much more than just ‘tea and sympathy’

    Fran Hyde

    10 Ask not what marketing practice can do for NPOs; ask what NPOs can do for marketing practice

    Helen O’Sullivan

    11 Stakeholders in the palliative and end of life care service ecosystem: a study of the hospice sector

    Ahmed Al-Abdin, Philippa Hunter-Jones, Lynn Sudbury-Riley, Andrew Ryde and Lucy Smith

    12 Internal marketing and branding: nonprofit marketing starts from the inside

    Chris Chapleo and Kati Suomi


    Fran Hyde is Deputy Dean of Suffolk Business School, University of Suffolk, UK. She was previously a marketing practitioner before moving into marketing lecturing. Her interest in nonprofit marketing began during a presentation to a group of students by the marketing director of a hospice who highlighted the challenges of marketing a hospice. Seeing first-hand the disconnect between how marketing theory can be taught and how this translates into practice, this encounter is what began her examination and interest in nonprofit marketing practice.

    Sarah-Louise Mitchell is Senior Lecturer in Marketing at Oxford Brookes University, UK. She holds a PhD from Henley Business School and an MBA from London Business School. Her primary area of research focuses on providing academic insight for the nonprofit sector, particularly understanding the role of brand for nonprofit organisations through mapping stakeholder decision-making behaviour, decoding nonprofit brand storytelling and exploring charity brand touchpoints. Previously, she worked extensively for consumer goods, food retail and nonprofit organisations, in senior roles including strategic marketing, category insight and new product development.  

    "This is the most important new charity marketing publication for a decade. The content delivers a rigorous review of contemporary academic research and applies this directly to professional practice. A ‘must read’ book for any serious student of charity marketing and for charity marketing professionals everywhere who want to be at the forefront of effective practice ." Professor Stephen Lee, Bayes Business School

    "Hyde and Mitchell's Charity Marketing: Contemporary Issues, Research and Practice is unique in offering relevant theoretical lenses and philosophical insights to the study of fundraising and marketing within the charitable sector." - Dr Rita Kottasz, Kingston University London