Nonprofit Marketing and Fundraising

Nonprofit Marketing and Fundraising, Volume 1, offers a comprehensive introduction to the evolving landscape of the nonprofit sector. This business and economics text examines the critical intersection of marketing activities and the primary objective of fund acquisition. Roger Bennett explores current research, major theories, and foundational models that define modern fundraising strategies. The book addresses essential topics such as donor retention, nonprofit relationship marketing, and the complexities of charity advertising.

Readers gain conceptual insights into emerging themes, including recent advancements in digital fundraising and the branding of nonprofit organizations. The text analyzes why individuals donate and investigates the specific characteristics of different giving types. As a scholarly resource for marketing and communications, Nonprofit Marketing and Fundraising, Volume 1, provides a detailed overview of the controversies and academic findings shaping the field of nonprofit organizations and charities.