How can NPOs fundraising build trust and overcome resistance in charitable giving? An exploration of trust, conflict and tension in the Housing Charities Sector of Ireland.
The purpose of this work is to address an under-researched area in fundraising and marketing literature. Understanding when, why and why individuals do not give is increasingly significant in the not-for-profit sector. Furthermore, it is of concern to not only fundraisers but also their stakeholders including those supported by the activity (in this case a homelessness prevention service) and wider society.
Charities are increasingly facing crises of public trust and anti-consumerism in the form of resistance to donate. This work will seek to understand why people have negative attitudes about charitable giving and develop a framework for the co-creation of value between stakeholders within the non-profit space to reduce tensions and hostility to fundraising for the prevention of homelessness. This study will explore the negative attitudes of consumers towards fundraising for non-profit causes, specifically in the context of the homelessness sector.
Using the lens of trust to understand charitable giving in the homelessness sector of Ireland, this study expects to extend the literature in the trust, marketing, and fundraising fields. In addition, the practical contribution of this work will be to develop a practice-focused framework for NPOs and academics to better understand resistance to charitable giving in Ireland.
The successful candidate will sit in the business partner (Dublin Simon Community) offices with academic supervision from TU Dublin.
Student requirements for this project
Business qualification at honours degree level with a minimum of 2.1 grade (essential).
MSc in a relevant field (desirable).
Relevant experience in marketing and/or fundraising (desirable).
Excellent organisation, communication, and interpersonal skills.
application deadline January 31st 2022
Applicants for this project are required to complete an Expression of Interest and email it to [Email Address Removed]
If you are interested in submitting an application for this project, please complete an Expression of Interest (https://www.tudublin.ie/media/website/research/postgraduate-research/graduate-research-school/documents/EOI-Form.docx)
and email it to [Email Address Removed].
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