Future of Charity Marketing

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.

“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 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