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

Research output: Contribution to journalArticleResearchpeer-review

Abstract

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.
Original languageEnglish
Pages (from-to)141 - 148
Number of pages8
JournalInternational Journal of Nonprofit and Voluntary Sector Marketing
Volume18
Issue number2
DOIs
Publication statusPublished - 2013

Cite this

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abstract = "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.",
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}

The diversification of charities: From religion-oriented to for-profit-oriented fundraising. / Saunders, Stephen Graham.

In: International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 18, No. 2, 2013, p. 141 - 148.

Research output: Contribution to journalArticleResearchpeer-review

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