Charity Marketing: Contemporary Issues, Research and Practice

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.

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.

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.

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.

Published in the Routledge Studies in Marketing series.

Contributors

Ahmed Al-Abdin
Alison Body
Beth Breeze
Chris Chapleo
Athanasia Daskalopoulou
Iain Davies
Max du Bois
David J. Hart
Philippa Hunter-Jones
Zoe Lee
Robert Longley-Cook
Ian MacQuillin
Helen O’Sullivan
Chloe Preece
Emma Reid
Andrew J. Robson
Andrew Ryde
Lucy Smith
Lynn Sudbury-Riley
Kati Suomi
Walter Wymer

Foreword by Joe Saxton.

About the editors

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.

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.

Reviews

“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

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