Charity Marketing

This insightful volume examines the challenges of charity marketing, offering diverse perspectives and case studies to enhance understanding and practice in the sector. Charity Marketing is essential for students and practitioners.

This book brings together leading scholars to rigorously explore the contemporary issues facing charity marketing, challenging students and researchers to think creatively and impactfully about the field. Charities operate in an increasingly competitive environment where public engagement, funding, and volunteer recruitment are more challenging than ever. High-profile scandals have eroded public trust, and the recent Covid-19 pandemic has underscored the critical role charities play in providing support during times of crisis, often filling gaps left by insufficient public sector provisions.

Across twelve chapters, a diverse group of academics and insightful practitioners present contrasting perspectives and the latest thinking on the challenges within the charity sector. The book's approach aligns with the growing phenomenon of Theory + Practice in Marketing (TPM), offering various theoretical lenses to stimulate debate and inspire future research. This multifaceted exploration encourages readers to engage with charity marketing in innovative ways.

Charity Marketing serves as a bridge between the practical aspects of contemporary nonprofit organizations and the latest academic insights into the charity sector. By utilizing exemplar case studies from nonprofit and charity brands, this edited volume will be of direct interest to students, academics, marketing practitioners, and researchers involved in charities, public management, and nonprofit marketing. It aims to foster a deeper understanding of the complexities and opportunities in charity marketing today.