The Future of Charity Marketing

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<p>Charities play an increasingly important role in our society. Whether caring for the vulnerable, campaigning for change or enabling access to the arts, they are organisations on a mission, underpinned by social purpose. However, charities now face unique challenges in a turbulent global economic climate due to structural changes in society post Covid and pressure on disposable incomes. Charities need to transform and, in some cases, modernise for sustained increasing demand from their service users, they need to engage with a wider range of stakeholders, meet higher public expectations on transparency and governance, and compete for resources from existing as well as a continuous range of new competitors. </p><p>This book brings together leading scholars to think about what is needed to future proof the non-profit sector in areas such as partnerships, collaborations, branding, communications, income generations and fundraising, stakeholder involvement and meeting the future needs of