Relevance of fundraising charities’ content-marketing objectives: perceptions of donors, fundraisers, and their consultants

Bennett, Roger (2017) Relevance of fundraising charities’ content-marketing objectives: perceptions of donors, fundraisers, and their consultants. Journal of Nonprofit & Public Sector Marketing, 29 (1). pp. 39-63. ISSN 1540-6997

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Abstract / Description

Many fundraising charities invest heavily in content marketing, often using consultants to direct their content-marketing efforts. Thus it is vital to establish whether certain key aims of content marketing suggested by literature in the field actually match the aspects of content marketing deemed most important by charity donors. This paper examines the significance attached by samples of charities, donors, and content-marketing consultancies to four possible major objectives of content marketing - the attainment of high-search-engine-results-page rankings, image enhancement through impression management, the stimulation of public perceptions of organizational transparency, and the creation of messages that “go viral.” Several major differences in perceptions emerged among the three groups, with substantial implications for how fundraising charities should manage their content-marketing programs and activities. Charity managements need to consider carefully and critically the possible returns on large-scale expenditures intended to pursue the putative aims of content marketing that are routinely advocated by practitioner and academic literature.

Item Type:	Article
Additional Information:	** From Crossref via Jisc Publications Router
Uncontrolled Keywords:	charities, content marketing, impression management, organizational transparency, search engine optimization, viral messages
Subjects:	600 Technology > 650 Management & auxiliary services
Department:	Guildhall School of Business and Law
SWORD Depositor:	Pub Router
Depositing User:	Pub Router
Date Deposited:	16 Oct 2019 15:34
Last Modified:	16 Oct 2019 15:34
URI:	https://repository.londonmet.ac.uk/id/eprint/5166

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