- Room 205, 16 Portland Villas, Drake Circus, Plymouth, Devon, PL4 8AA
- +44 1752 585542
- adrian.sargeant@plymouth.ac.uk
Profiles
Professor Adrian Sargeant
Professor of Marketing
Plymouth Business School (Faculty of Business)
Role
Director of the Hartsook Centre for Sustainable Philanthropy
Professional membership
Honorary Fellow of the Institute of Fundraising
Fellow of the Chartered Institute of Marketing & Chartered Marketer
Roles on external bodies
Served as the first Chief Examiner for the Institute of Fundraising 2010-2013
Teaching interests
Marketing Strategy
Nonprofit Marketing
Fundraising
Key publications are highlighted
Journals
Articles
2016
'Social Norms and Fundraising: The Trade-Off Between Enhanced Donations and Donor Identity Esteem'
Journal of Nonprofit & Public Sector Marketing
28,
(4)
351-363
, DOI
PEARL
2016
'Risk perception and management in development philanthropy'
Voluntary Sector Review
, DOI
PEARL
2016
'Outstanding fundraising practice: how do nonprofits substantively increase their income?'
International Journal of Nonprofit and Voluntary Sector Marketing
21,
(1)
43-56
, DOI
2014
'Developing Relationships With In Memoriam Charitable Donors: Insights from the Bereavement Literature'
Social Business
3,
(2)
143-161
, DOI
PEARL
2014
'Donor Retention: What Do We Know & What Can We Do About It?'
Nonprofit Quarterly
(Summer)
12-23
Publisher Site
2014
'Leaving A Bequest: Living on Through Charitable Gifts'
Nonprofit and Voluntary Sector Quarterly
, DOI
PEARL
2013
'Measuring donor loyalty: key reasons why Net Promoter Score (NPS) is not the way'
International Journal of Nonprofit and Voluntary Sector Marketing
18,
(1)
1-6
, DOI
2012
'Donor Complaints About Fundraising: What Are They and Why Should We Care?'
Voluntas: International Journal of Voluntary and Nonprofit Organizations
23,
(3)
791-807
PEARL
2011
'Bequest Giving: Revisiting Donor Motivation with Dimensional Qualitative Research'
Psychology and Marketing
28,
(10)
980-997
, DOI
2011
'Dealing with social desirability bias: an application to charitable giving'
European Journal of Marketing
45,
(5)
703-719
, DOI
2010
'The Social Marketing of Giving: A Framework for Public Policy Intervention'
Public Management Review
12,
(5)
635-662
, DOI
2010
'The Social Marketing of Giving'
Public Management Review
12,
(5)
635-662
2010
''Don't forget to say thank you': The effect of an acknowledgement on donor relationships'
Journal of Marketing Management
26,
(7-8)
593-611
, DOI
2010
'Charitable organizations' storytelling influence on donors' emotions and intentions'
Journal of Business Research
63,
(7)
754-762
, DOI
2009
'Communicating the “Realities” of Charity Costs: An Institute of Fundraising Initiative'
Nonprofit and Voluntary Sector Quarterly
38,
(2)
333-342
, DOI
2008
'Charity Brand Personality: The Relationship With Giving Behavior'
Nonprofit and Voluntary Sector Quarterly
37,
(3)
468-491
, DOI
PEARL
2008
'Conceptualising Brand Values in the Charity Sector: The Relationship between Sector, Cause and Organisation'
Service Industries Journal
28,
(5)
615-632
PEARL
2007
'Building Donor Loyalty: The Antecedents and Role of Commitment in the Context of Charity Giving'
Journal of Nonprofit & Public Sector Marketing
18,
(2)
47-68
, DOI
2006
'Benchmarking Charity Performance: Returns from Direct Marketing in Fundraising'
Journal of Nonprofit & Public Sector Marketing
16,
(1-2)
77-94
, DOI
2006
'Marketing Bequest Club Membership: An Exploratory Study of Legacy Pledgers'
Nonprofit and Voluntary Sector Quarterly
35,
(3)
384-404
, DOI
2006
'Corporate Giving in Australia: An Analysis of Motives and Barriers'
Australian Journal of Social Issues
41,
(4)
477-494
, DOI
2006
'Insights from a review of the literature on cause marketing'
International Review on Public and Non Profit Marketing
3,
(1)
9-15
2006
'Perceptual determinants of nonprofit giving behavior'
Journal of Business Research
59,
(2)
155-165
, DOI
2005
'The nonprofit marketing landscape: guest editors' introduction to a special section'
Journal of Business Research
58,
(6)
797-805
, DOI
2004
'Does perception matter?: an empirical analysis of donor behaviour'
The Service Industries Journal
24,
(6)
19-36
, DOI
2004
'Trust and relationship commitment in the United Kingdom voluntary sector: Determinants of donor behavior'
Psychology and Marketing
21,
(8)
613-635
, DOI
2004
'Donor Trust and Relationship Commitment in the U.K. Charity Sector: The Impact on Behavior'
Nonprofit and Voluntary Sector Quarterly
33,
(2)
185-202
, DOI
2002
'Operationalizing the Marketing Concept in the Nonprofit Sector'
Journal of Nonprofit & Public Sector Marketing
10,
(2)
41-65
, DOI
2002
'The size effect in the administration costs of charities'
European Accounting Review
11,
(2)
215-243
, DOI
2002
'SOCIAL AND CAUSE-RELATED MARKETING: THE GROWTH OF A DISCIPLINE?'
Journal of Nonprofit & Public Sector Marketing
9,
(4)
xiii-xv
, DOI
2001
'Modelling distributor retention in network marketing organisations'
Marketing Intelligence & Planning
19,
(7)
507-514
, DOI
2001
'Web based fund raising: is anyone making any real money?'
Fund Raising Manage
32,
(8)
20-42
2001
'Fundraising Direct: A Communications Planning Guide for Charity Marketing'
Journal of Nonprofit & Public Sector Marketing
9,
(1-2)
185-204
, DOI
2000
'Market segmentation in the Indonesian banking sector: the relationship between demographics and desired customer benefits'
International Journal of Bank Marketing
18,
(2)
64-74
, DOI
1999
'Network marketing in south africa: An exploratory study of consumer perceptions'
Journal of International Consumer Marketing
11,
(3)
51-66
, DOI
1999
'Marketing Management for Nonprofit Organisations. By Adrian Sargeant. Oxford University Press, Oxford, 1999; ISBN 0-19-877566-0'
International Journal of Nonprofit and Voluntary Sector Marketing
4,
(3)
276-277
, DOI
1999
'Business Performance in the UK Hotel Sector - Does it Pay to be Market Oriented?'
The Service Industries Journal
19,
(3)
42-59
, DOI
1999
'The lifetime value of donors: gaining insight through CHAID'
Fund Raising Manage
30,
(1)
22-27
1998
'University collaboration and Regional Economic Development -exploiting the potential'
Local Economy
13,
(3)
257-266
, DOI
1998
'Motives for transition: an exploratory study of engineering managers'
Human Resource Management Journal
8,
(3)
41-53
, DOI
1998
'Factors of patient satisfaction with medical services: the case of G.P. practices in the U.K'
Health Mark Q
16,
(1)
55-77
, DOI
1998
'Higher Level Skills Training and SMEs'
International Small Business Journal
16,
(2)
84-94
, DOI
1997
'Marketing the Arts—A Classification of U. K. Theatre Audiences'
Journal of Nonprofit & Public Sector Marketing
5,
(1)
45-62
, DOI
1996
'Management training ‐ are business schools out of touch with their market?'
Journal of European Industrial Training
20,
(4)
3-10
, DOI
1996
'Training for growth: how can education providers assist in the development of small businesses?'
Industrial and Commercial Training
28,
(2)
3-9
, DOI
1995
'Do UK charities have a lot to learn?'
Fund Raising Manage
26,
(5)
14-16
0
'Bequest motives and barriers to giving: The case of direct mail donors'
Nonprofit Management and Leadership
17,
(1)
49-66
, DOI
0
'Managing the donation service experience'
Nonprofit Management and Leadership
17,
(4)
459-476
, DOI
0
'Relationship Fundraising: How to Keep Donors Loyal'
Nonprofit Management and Leadership
12,
(2)
177-192
, DOI
0
'Returns on Fundraising Expenditures in the Voluntary Sector'
Nonprofit Management and Leadership
10,
(1)
5-19
, DOI
0
'The antecedents of donor commitment to voluntary organizations'
Nonprofit Management and Leadership
16,
(1)
61-78
, DOI
0
'The relational determinants of nonprofit Web site fundraising effectiveness: An exploratory study'
Nonprofit Management and Leadership
18,
(2)
141-156
, DOI
0
'Using Donor Lifetime Value to Inform Fundraising Strategy'
Nonprofit Management and Leadership
12,
(1)
25-38
, DOI
Books
2014
Fundraising Management: Analysis, Planning and Practice.
3rd
London
Routledge
2010
Fundraising Principles and Practice.
Jossey-Bass
2010
Tiny Essentials of Donor Loyalty.
2009
Fundraising Management.
Routledge
2009
Marketing Management for Nonprofit Organizations.
Oxford University Press
2004
Building Donor Loyalty.
John Wiley & Sons
2004
Building Donor Loyalty The Fundraiser's Guide to Increasing Lifetime Value.
John Wiley & Sons
2004
Fundraising Management.
Routledge
Chapters
Conference Papers
2011
'Donor complaints about fundraising: what are they and why should we care?'
ARNOVA
Toronto
PEARL
Reports
2004
Conceptualising brand values in the charity sector: the relationship between sector, cause and organisation.
ESRC
PEARL