# Charity Marketing: Contemporary Issues, Research and Practice

- Link: https://fundraising.co.uk/books/charity-marketing-contemporary-issues-research-and-practice/
- Published: 2021-12-21T09:25:37+00:00
- Author: Howard Lake

**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 BodyBeth BreezeChris ChapleoAthanasia DaskalopoulouIain DaviesMax
du BoisDavid J. HartPhilippa Hunter-JonesZoe LeeRobert Longley-CookIan MacQuillinHelen
O’SullivanChloe PreeceEmma ReidAndrew J. RobsonAndrew RydeLucy SmithLynn Sudbury-
RileyKati SuomiWalter WymerForeword 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