ABSTRACT
The final chapter examines the validity of accusations that research into nonprofit marketing and fundraising lacks a set of unifying theoretical foundations. Disparities between the topics covered by academic nonprofit research and those contained in the grey literature on fundraising are identified. Suggestions for future research are offered, with an emphasis on digital applications to fundraising (artificial intelligence, Big Data, micro-segmentation, sentiment mining, etc.). The chapter concludes with the author’s personal observations on critical issues confronting nonprofit marketing and fundraising research.
