The Future of Charity Marketing

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 non-profit sector in areas such as partnerships, collaborations, branding, communications, income generations 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 non-profit 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 insight.

Dr 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 MBA from London Business School. Her primary area of research focuses on providing academic insight for the non-profit sector, particularly understanding the role of brand for nonprofit organisations through decoding nonprofit brand storytelling and work to rethink and reposition 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.

Dr. 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 firsthand how marketing can have a positive impact in society. Fran is a member of the Education Committee 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.