The diversification of charities: from religion-oriented to for-profit-oriented fundraising

Charities are increasingly relying on more complex and diversified fundraising structures to raise funds and attract benefactors. In adopting a historic perspective, this research identified five emergent fundraising structures, namely religion‐oriented, business‐oriented, marketing‐oriented, consum...

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Bibliographic Details
Published inInternational journal of nonprofit and voluntary sector marketing Vol. 18; no. 2; pp. 141 - 148
Main Author Saunders, Stephen Graham
Format Journal Article
LanguageEnglish
Published London Blackwell Publishing Ltd 01.05.2013
Wiley-Blackwell
Wiley Subscription Services, Inc
Subjects
Charities
Fund raising
Marketing
Nonprofit management
Religion
Studies
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Summary:Charities are increasingly relying on more complex and diversified fundraising structures to raise funds and attract benefactors. In adopting a historic perspective, this research identified five emergent fundraising structures, namely religion‐oriented, business‐oriented, marketing‐oriented, consumer‐oriented, and for‐profit‐oriented. The analysis critically evaluates the role that institutions and resources have played in each funding structure and draws conclusions concerning the management of charitable fundraising in a world where charitable fundraising, consumerism, and social media networking are increasingly entwined with the for‐profit motive. Copyright © 2012 John Wiley & Sons, Ltd.
Bibliography:istex:066AC386EAE258245DE308A140CA8E84ACAF5B0D
ark:/67375/WNG-5Q0QRL2K-L
ArticleID:NVSM1459
SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 14
ISSN:1465-4520
1479-103X
1479-103X
2691-1361
DOI:10.1002/nvsm.1459