ABSTRACT
This chapter explores the role of marketing and branding in the nonprofit sector by reviewing the extant academic literature and research. In particular, the challenges surrounding defining the nonprofit marketing concept, the growth in nonprofit marketing practice, the use of branding, and the impact of digital technologies are examined. For example, the controversial use of marketing strategy, tools, and techniques in a non-traditional marketplace are discussed. Furthermore, this chapter considers the role and uses of digital technology in nonprofits, where there is a growth in practice but limited academic research. This chapter concludes by highlighting areas that need further academic research, such as developing the nonprofit sector’s understanding of supporter engagement with new digital mediums such as social media platforms.
