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, 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.