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Full Description
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.
Contents
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 360⁰ 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. Let's 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
