Nonprofit Marketing: A Systematic Review (original) (raw)

This systematic review delves into the realm of nonprofit market-ing (NPM) by synthesizing empirical studies published between 2013 and 2022 across various sectors. Employing a meticulous screening process, we examined 62 articles sourced from repu-table 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 ana-lyses between developed and developing countries, and an insufficient exploration of the intersections between nonprofit and for-profit marketing.