# The Routledge Companion to Nonprofit Marketing

- Link: https://fundraising.co.uk/books/the-routledge-companion-to-nonprofit-marketing/
- Published: 2007-11-27T19:10:00+00:00
- Author: Howard Lake

**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.

 * **[Buy The Routledge Companion to Nonprofit Marketing from Amazon](https://www.amazon.co.uk/gp/product/0415417279?tag=219)**

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_.