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

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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
Issue number2
Publication statusPublished - 2013

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