Curricular Content of the Marketing Component for Nonprofit Management Programs: The Practitioner Perspective

Abstract

A three-nation sample of nonprofit managers was surveyed to determine their preferences for additional education and training on a 37-item list of marketing topics. Preferences were ranked and compared to determine most preferred topics and cross-national differences. For educators and trainers, the results provide input on which marketing topics are of greatest interest to current nonprofit leaders. Findings on managers’ preferences for the format and delivery of training and education alternatives are also provided.

Additional information

Notes on contributors

Walter Wymer

Walter Wymer is an associate professor of marketing at the University of Lethbridge in Alberta, Canada. He is director of the Centre for Socially Responsible Marketing. He is also editor of the Journal of Nonprofit & Public Sector Marketing. His email address is [email protected].

Adrian Sargeant

Adrian Sargeant is the Robert F. Hartsook Professor of Fundraising at the Center on Philanthropy at Indiana University. He is the managing editor of the International Journal of Nonprofit & Voluntary Sector Marketing. He may be contacted at [email protected].

Wendy Scaife

Wendy Scaife is a Senior Research Fellow at the Queensland University of Technology’s Australian Centre for Philanthropy and Nonprofit Studies. She researches in the areas of nonprofit management and marketing, fundraising, and corporate social responsibility. Scaife may be contacted at [email protected].

Kym Madden

Kym Madden is a Senior Research Fellow at the Queensland University of Technology’s Australian Centre for Philanthropy and Nonprofit Studies. She has multiple streams of research on various philanthropic topics. She may be contacted at [email protected].