Description
Book SynopsisCharities 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
Trade Review
"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
"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
Table of ContentsIntroducing charity marketing: contemporary issues, research and practice; Theoretical foundations for exploring charity marketing; Building powerful charity brands: an inside perspective; 1 Charity marketing and corporate social responsibility; 2 Nonprofit brand and managing nonprofit rebranding strategy; 3 Marketing charities to attract volunteers: time for B2V; 4 Don’t ask, don’t get: the ethics of fundraising; 5 Spoilt for choice? Understanding how donors choose which charities to support; 6 Fundraising across different causes; 7 Contemporary perspectives on charity and nonprofit arts marketing: from creative economy towards a public realm; 8 Digital marketing for charities: reflections from a collaborative project; 9 Relationship marketing in charities: so much more than just ‘tea and sympathy’; 10 Ask not what marketing practice can do for NPOs; ask what NPOs can do for marketing practice; 11 Stakeholders in the palliative and end of life care service ecosystem: a study of the hospice sector; 12 Internal marketing and branding: nonprofit marketing starts from the inside
