The Routledge Companion to Nonprofit Marketing
A comprehensive reference work covering the full breadth of marketing theory and practice in the nonprofit sector, written by an international team of leading researchers.
The Routledge Companion to Nonprofit Marketing brings together 31 chapters by scholars from universities around the world to provide a thorough overview of marketing as it applies to nonprofit organisations, voluntary bodies, public sector agencies and fundraising charities.
Edited by Adrian Sargeant and Walter Wymer Jr, it ranges across voluntary sector marketing, fundraising, arts marketing, education marketing, political marketing, social marketing, volunteer recruitment, management and retention, and public sector marketing.
An opening section reviews the history of ideas in nonprofit marketing and examines those principles of particular relevance to organisations that are not primarily motivated by profit. Subsequent sections dig into the practice and research in each major domain, combining theoretical review with real-world examples and case studies throughout.
For UK fundraisers the chapters on individual giving behaviour, corporate philanthropy, and supporter relationship management are especially relevant, as are those covering volunteer recruitment and retention — a perennial challenge for charities of all sizes. The chapter on social marketing has particular relevance for organisations involved in behaviour change communications alongside fundraising.
A standard reference for academics and advanced practitioners, the Companion is also a valuable resource for senior fundraisers who want to ground their strategic thinking in a broader marketing framework, or who teach or mentor others in the field.
About Adrian Sargeant and Walter Wymer Jr
Adrian Sargeant is co-director and professor of fundraising at the Institute for Sustainable Philanthropy, and one of the most widely cited scholars in fundraising and nonprofit marketing research.
Walter Wymer Jr is Associate Professor of Marketing at the University of Lethbridge, Canada, and editor of the Journal of Nonprofit and Public Sector Marketing.
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