Nonprofit Marketing: A Systematic Review

Abstract

This systematic review delves into the realm of nonprofit marketing (NPM) by synthesizing empirical studies published between 2013 and 2022 across various sectors.Employing a meticulous screening process, we examined 62 articles sourced from reputable databases such as Science Direct, Elsevier, JSTOR, Emerald, Springer, Wiley Online Library, SAGE, and Google Scholar.Our objective was to provide a comprehensive overview and enhance understanding in the field of nonprofit marketing.The analysis of these selected articles revealed eight pivotal themes within NPM: marketing strategy, fundraising, collaboration, trust, branding, entrepreneurship, social media campaigns, and performance measurement.Through a systematic approach, we integrated these themes, shedding light on the interconnectedness of research within each domain.Our study not only consolidates a fragmented body of research but also identifies critical gaps, laying the foundation for future investigations.These gaps include a scarcity of multi-country level analyses, limited studies in developing country contexts, a deficiency of comparative analyses between developed and developing countries, and an insufficient exploration of the intersections between nonprofit and for-profit marketing.