Finding an academic home for fundraising: a multidisciplinary study of scholars' perspectives

Q3 Economics, Econometrics and Finance International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2016-06-15 DOI:10.1002/NVSM.1554

Catherine E. Mack, K. Kelly, Christopher Wilson

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引用次数: 6

Abstract

The high-demand, high-paying field of fundraising does not have an academic home in higher education, which hampers fundraising research and education. Recent advances in fundraising education and research can be attributed to four different disciplines: public relations, marketing, nonprofit management, and higher education administration. This disjointed approach has impeded the empirical study of fundraising, the development of theory in the field, and the education of future fundraisers. The purpose of this study is to begin the process to scientifically identify an appropriate academic home for fundraising that benefits fundraising practice, advances scholarship, and strengthens America's nonprofit sector. In-depth interviews were conducted with 15 scholars from multiple disciplines who had published articles on fundraising in the three major nonprofit management and philanthropy journals. Findings show that there is no consensus among scholars about whether fundraising belongs in public relations, marketing, or nonprofit management. Although this study found no consensus among fundraising scholars about the appropriate academic home for fundraising, it does identify areas of agreement and disagreement on pertinent topics and provides a benchmark to guide further discussions about locating fundraising within an academic discipline. Copyright © 2016 John Wiley & Sons, Ltd.

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寻找筹款的学术归宿:学者视角的多学科研究

高需求、高收入的筹款领域在高等教育中没有一个学术家，这阻碍了筹款研究和教育。最近筹款教育和研究的进展可以归功于四个不同的学科:公共关系、市场营销、非营利组织管理和高等教育管理。这种脱节的方法阻碍了筹款的实证研究，阻碍了该领域理论的发展，也阻碍了对未来筹款人的教育。本研究的目的是开始科学地确定一个合适的筹款学术基地的过程，这有利于筹款实践，促进学术研究，并加强美国的非营利部门。深入访谈了15位在三大非营利管理和慈善期刊上发表过关于筹款文章的多学科学者。研究结果表明，学者们对筹款是属于公共关系、市场营销还是非营利组织管理没有达成共识。虽然这项研究没有发现筹款学者对筹款的合适学术领域达成共识，但它确实确定了在相关主题上达成一致和分歧的领域，并提供了一个基准，指导进一步讨论在学术学科中定位筹款。版权所有©2016 John Wiley & Sons, Ltd。

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.