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Future of Charity Marketing [Kietas viršelis]

Edited by (University of Suffolk, UK), Edited by (Oxford Brookes University, UK)
  • Formatas: Hardback, 230 pages, aukštis x plotis: 234x156 mm, weight: 453 g, 4 Tables, black and white; 25 Line drawings, black and white; 25 Illustrations, black and white
  • Serija: Routledge Studies in Marketing
  • Išleidimo metai: 07-Nov-2024
  • Leidėjas: Routledge
  • ISBN-10: 1032500719
  • ISBN-13: 9781032500713
Kitos knygos pagal šią temą:
Future of Charity MarketingDidesnis paveikslėlis
  • Formatas: Hardback, 230 pages, aukštis x plotis: 234x156 mm, weight: 453 g, 4 Tables, black and white; 25 Line drawings, black and white; 25 Illustrations, black and white
  • Serija: Routledge Studies in Marketing
  • Išleidimo metai: 07-Nov-2024
  • Leidėjas: Routledge
  • ISBN-10: 1032500719
  • ISBN-13: 9781032500713
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781032500713.html
Raktažodžiai:

Drawing upon the research in the Editors first book Charity Marketing: Contemporary Issues, Research and Practice, this volume focuses on how charities can prepare for the future through sharing big ideas and examples of best practice.



Charities play an increasingly important role in our society. Whether caring for the vulnerable, campaigning for change or enabling access to the arts, they are organisations on a mission, underpinned by social purpose. However, charities now face unique challenges in a turbulent global economic climate due to structural changes in society post Covid and pressure on disposable incomes. Charities need to transform and, in some cases, modernise for sustained increasing demand from their service users. They need to engage with a wider range of stakeholders, meet higher public expectations on transparency and governance and compete for resources from existing as well as a continuous range of new competitors. 

This book brings together leading scholars to think about what is needed to future proof the nonprofit sector in areas such as partnerships, collaborations, branding, communications, income generation and fundraising, stakeholder involvement and meeting the future needs of service users. This edited collection builds upon the research in the editors' first book Charity Marketing: Contemporary Issues, Research and Practice to challenge students, researchers and practitioners in understanding the challenges and opportunities ahead and think about how to future proof nonprofit marketing. 

Drawing from a diverse group of academics and deep-thinking practitioners, The Future of Charity Marketing focuses on how charities can prepare for the future through sharing big ideas and examples of best practice. Presenting contrasting perspectives and the latest thinking on a range of challenges, this book gives topics for classroom debate, identifies areas for future research and offers practitioners useful insights. 

Recenzijos

Mitchell and Hyde continue to lead the way in offering inspiration and direction to the charity marketing sector. Their latest text: The Future of Charity Marketing provides a fascinating insight into so many challenges charities are grappling with now, and will be in the future, be it linked to AI and digital landscapes, to operating models, people skills and much more. Meticulously curated, rigorously reviewed and beautifully articulated, this text is a must for those studying charity marketing along with those seeking to future proof the sector."

- Professor Philippa Hunter-Jones, University of Liverpool Management School, UK.

"This book delivers what the title promises: 15 stimulating perspectives on different aspects of the future of charity marketing. Whether you are questioning the potential of AI, concerned about next steps in the digital domain, or curious about how best to reach Gen Z donors, this book will help you understand the new landscape and think through how best to navigate the charity marketing challenges of the future.

- Professor Beth Breeze, Director, Centre for Philanthropy, University of Kent, UK.

Introduction The threats to the existence and effectiveness of the
charity sector
1. Educating for public good: Concepts, Problems and
Possibilities for Cultivating Philanthropic Citizenship in Primary Education
2. What drives individuals to initiate donation based crowdfunding appeals?
An application of the charity disintermediation typology
3. Choice, impact,
fun, repeat! Exploring the current state and future opportunities of youth
volunteering
4. Preparing for Gen- Z philanthropy
5. Navigating uncertainty:
social media marketing in an ever-changing landscape
6. A guide to utilising
artificial intelligence to increase productivity and efficiency: transforming
keyword analysis and SEO
7. Donating via the Digital Domain: A 360 of the
Online Charitable Giving Landscape
8. Recruitment Marketing in Charities
challenges and opportunities.
9. Pathways to Progress: The Social Impact
Chain in Charitable Sector Evaluation
10. Lets get social: why charities
need to consider the social enterprise trading model.
11. Changing Course:
American Arts Nonprofits, Inertia, and Place-Based Marketing
12. Churches in
the UK as heritage charities and places of community partnership
13.
Envisioning the role of place in charity marketing and nonprofit brand
identity
14. What a Waste! How Charities Can Help Use Food Wisely
15.
Theorising Peace Marketing for Not-for-Profit Organisations- a remedy for
community cohesion
Sarah-Louise Mitchell is Research Area Lead in Marketing at Oxford Brookes Business School and Co-Lead of the Children and Young People Research Network. She holds a PhD from Henley Business School and an MBA from London Business School. Her primary area of research focuses on providing academic insights for the nonprofit sector, particularly understanding the role of brand for nonprofit organisations through decoding nonprofit brand storytelling and repositioning volunteering for the next generation. She is a member of the Editorial Board of Journal of Philanthropy and Marketing and the BAM Peer Review College. She leads the national thesis awards for the Worshipful Company of Marketing and is a member of the National Education Committee for the Academy of Marketing as well as an elected member of the BAM Marketing and Retail SIG. Previously, she worked in marketing practice across consumer goods, food retail and nonprofit sectors.

Fran Hyde is Associate Professor in Marketing at the University of Suffolk having previously been a marketing practitioner before moving into marketing education. An experienced but always curious social value focused marketing educator Fran's examination and interest in charity marketing began during a presentation to a group of students from the Marketing Director of a Hospice. Continuing to combine teaching with research Fran works to ensure that in the teaching of marketing students get to see first-hand how marketing can have a positive impact in society. Fran is a member of the National Education Committee for the Academy of Marketing as well as a member of Worshipful Company of Marketors and Chair of the Marketors Education and Knowledge Development Committee. Continuing to be active within the charity sector Fran is Deputy Chair and Chair of Corporate Governance and Risk Committee at St Helena Hospice, Colchester.