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Charity Marketing
Contemporary Issues, Research and Practice




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ISBN 9780367680893
December 20, 2021 Forthcoming by Routledge
248 Pages 10 B/W Illustrations

 
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Book Description

Charities operate within an increasingly challenging environment, with competition for public engagement, funding and volunteers intensifying. High-profile scandals have knocked public trust and led to changes in regulation and governance. However, the recent COVID-19 pandemic has illustrated how great the need is for charities to provide support in times of need and fill the gap left by inadequate public sector provision. Understanding, and making sense of, this turbulent landscape is vital for charities to survive. This book brings together leading scholars to rigorously explore the contemporary issues facing charity marketing, to challenge students and researchers to think about charity marketing in a way that is creative and impactful.

Across thirteen chapters it presents different perspectives and theoretical lenses to stimulate debate and inspire future research, building upon existing nonprofit management textbooks and offering academic rigour to complement the raft of practitioner ‘How to’ guides. The approach of the book contributes to the growing phenomenon of Theory + Practice in Marketing (TPM). Despite the recent theoretical development of ‘strategy-as-practice’ construct and special journal editions focusing on TPM, the charity sector has been largely absent from the debate, which is an oversight given the importance of the sector to the jobs, economy and social fabric of our country.

This book provides a bridge between the practice of contemporary non-profit organisations, charity marketing and recent academic insight into the challenges, culture and communication and exemplar case studies of nonprofit and charity brands. This edited volume will be of direct interest to scholars and researchers studying charities, public & nonprofit management, and marketing.

Table of Contents

Foreword
Joe Saxton


Introducing Charity Marketing: Contemporary Issues, Research and Practice
Fran Hyde and Sarah Mitchell


Theory
Theoretical foundations of exploring charity brands: an inside perspective
Sarah-Louise Mitchell

Practice
Building powerful charity brands: an inside perspective
Max Du Bois and Robert Longley-Cook

Chapter 1
Charity Marketing and Corporate Social Responsibility
Walter Wymer

Chapter 2
Nonprofit brand and managing nonprofit rebranding strategy.
Zoe Lee and Iain Davies



Chapter 3
Marketing Charities to Attract Volunteers: Time for B2V
Sarah-Louise Mitchell

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

Chapter 5

Spoilt for choice? Understanding how donors choose which charities to support
David J. Hart and Andrew J. Robson

Chapter 6
Fundraising Across Different Causes
Alison Body and Beth Breeze


Chapter 7
Contemporary perspectives on charity and nonprofit arts marketing: from creative economy towards a public realm.
Athanasia Daskalopoulou and Chloe Preece

Chapter 8
Digital Marketing for charities- reflections from a collaborative project.
Emma Reid

Chapter 9
Relationship Marketing in charities: so much more than just ‘tea and sympathy’
Fran Hyde

Chapter 10
Ask not what marketing practice can do for NPOs; ask what NPOs can do for marketing practice.
Helen O’Sullivan

Chapter 11
Stakeholders in the palliative and end of life care service ecosystem: a study of the hospice sector.
Ahmed Al-Abdin, Phillipa Hunter-Jones, Lynn Sudbury-Riley, Andrew Ryde and Lucy Smith

Chapter 12
Internal marketing and branding; nonprofit marketing starts from the inside  
Chris Chapleo and Kati Suomi

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Editor(s)

Biography

Fran Hyde is Deputy Dean of Suffolk Business School, University of Suffolk. 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 in how marketing theory can be taught, but then 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 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 touch-points. Previous, she worked extensively for consumer goods, food retail and nonprofit organisations, in senior roles including strategic marketing, category insight and new product development.