Relevance of fundraising charities’ content-marketing objectives: perceptions of donors, fundraisers, and their consultants
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 m...
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| Format: | Article |
| Language: | English |
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Informa UK Limited
2017
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| Online Access: | https://repository.londonmet.ac.uk/5166/1/Bennett-Roger_AAM.pdf |
| _version_ | 1825625403063009280 |
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| author | Bennett, Roger |
| author_facet | Bennett, Roger |
| author_sort | Bennett, Roger |
| collection | LMU |
| 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. |
| first_indexed | 2024-07-09T03:58:53Z |
| format | Article |
| id | oai:repository.londonmet.ac.uk:5166 |
| institution | London Metropolitan University |
| language | English |
| last_indexed | 2024-07-09T03:58:53Z |
| publishDate | 2017 |
| publisher | Informa UK Limited |
| record_format | eprints |
| spelling | oai:repository.londonmet.ac.uk:51662019-10-16T15:34:10Z https://repository.londonmet.ac.uk/5166/ Relevance of fundraising charities’ content-marketing objectives: perceptions of donors, fundraisers, and their consultants Bennett, Roger 650 Management & auxiliary services 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. Informa UK Limited 2017-05-25 Article PeerReviewed text en https://repository.londonmet.ac.uk/5166/1/Bennett-Roger_AAM.pdf 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 10.1080/10495142.2017.1293584 10.1080/10495142.2017.1293584 |
| spellingShingle | 650 Management & auxiliary services Bennett, Roger Relevance of fundraising charities’ content-marketing objectives: perceptions of donors, fundraisers, and their consultants |
| title | Relevance of fundraising charities’ content-marketing objectives: perceptions of donors, fundraisers, and their consultants |
| title_full | Relevance of fundraising charities’ content-marketing objectives: perceptions of donors, fundraisers, and their consultants |
| title_fullStr | Relevance of fundraising charities’ content-marketing objectives: perceptions of donors, fundraisers, and their consultants |
| title_full_unstemmed | Relevance of fundraising charities’ content-marketing objectives: perceptions of donors, fundraisers, and their consultants |
| title_short | Relevance of fundraising charities’ content-marketing objectives: perceptions of donors, fundraisers, and their consultants |
| title_sort | relevance of fundraising charities content marketing objectives perceptions of donors fundraisers and their consultants |
| topic | 650 Management & auxiliary services |
| url | https://repository.londonmet.ac.uk/5166/1/Bennett-Roger_AAM.pdf |
| work_keys_str_mv | AT bennettroger relevanceoffundraisingcharitiescontentmarketingobjectivesperceptionsofdonorsfundraisersandtheirconsultants |