Charity Marketing: Contemporary Issues, Research and Practice

ISBN-13: 9780367652029 / Angielski / Twarda / 2021 / 220 str.

Fran Hyde; Sarah-Louise Mitchell

Opis

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.

Spis treści

Introducing 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