Digital marketing for charities - reflections from a collaborative project

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

This chapter outlines the findings from a university class project working with a mental health charity in Scotland. Academic research shows that charities face a number of issues when implementing digital marketing, including limited resources, confidence in understanding how digital marketing works and lacking the relevant experience within the charity. This was only amplified in 2020 when COVID restrictions forced charities online.

The author’s previous work with this charity had identified that it was difficult to reach certain target audiences (young people, and men in particular). As part of a university assessment, groups of students created video pitches which suggested new digital campaigns to target these missing audience and presented their ideas, some of which were used by the charity . As well as developing their digital skills, this project also benefited students by making them aware of the challenges facing the nonprofit sector.
Original languageEnglish
Title of host publicationCharity Marketing
Subtitle of host publicationContemporary Issues, Research and Practice
EditorsFran Hyde, Sarah-Louise Mitchell
PublisherRoutledge Taylor & Francis Group
Chapter8
ISBN (Print)9780367680893, 9780367652029
Publication statusAccepted/In press - 1 Mar 2021

Publication series

NameRoutledge Studies in Marketing
PublisherRoutledge

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