Professor Adrian Sargeant

Professor Adrian Sargeant

Professor of Marketing

Plymouth Business School (Faculty of Business)


Director of the Hartsook Centre for Sustainable Philanthropy

Professional membership

Honorary Fellow of the Institute of Fundraising
Fellow of the Chartered Institute of Marketing & Chartered Marketer

Roles on external bodies

Served as the first Chief Examiner for the Institute of Fundraising 2010-2013

Teaching interests

Marketing Strategy
Nonprofit Marketing

Research groups

  • Service & Enterprise Research Centre (SERC)

Key publications are highlighted

Sargeant A & Shang J 2016 'Outstanding fundraising practice: how do nonprofits substantively increase their income?' International Journal of Nonprofit and Voluntary Sector Marketing 21, (1) 43-56 , DOI
Sargeant A & Shang J 2016 'Risk perception and management in development philanthropy' Voluntary Sector Review , DOI PEARL
Shang J & Sargeant A 2016 'Social Norms and Fundraising: The Trade-Off Between Enhanced Donations and Donor Identity Esteem' Journal of Nonprofit & Public Sector Marketing 28, (4) 351-363 , DOI PEARL
Sargeant A, Routley C & Hudson J 2014 'Developing Relationships With In Memoriam Charitable Donors: Insights from the Bereavement Literature' Social Business 3, (2) 143-161 , DOI PEARL
Sargeant A 2014 'Donor Retention: What Do We Know & What Can We Do About It?' Nonprofit Quarterly (Summer) 12-23 Publisher Site
Sargeant A & Routley C 2014 'Leaving A Bequest: Living on Through Charitable Gifts' Nonprofit and Voluntary Sector Quarterly , DOI PEARL
Schulman K & Sargeant A 2013 'Measuring donor loyalty: key reasons why Net Promoter Score (NPS) is not the way' International Journal of Nonprofit and Voluntary Sector Marketing 18, (1) 1-6 , DOI
Sargeant A, Hudson J & Wilson S 2012 'Donor Complaints About Fundraising: What Are They and Why Should We Care?' Voluntas: International Journal of Voluntary and Nonprofit Organizations 23, (3) 791-807 PEARL
Sargeant A & Shang J 2011 'Bequest Giving: Revisiting Donor Motivation with Dimensional Qualitative Research' Psychology and Marketing 28, (10) 980-997 , DOI
Sargeant A & Lee Z 2011 'Dealing with social desirability bias: an application to charitable giving' European Journal of Marketing 45, (5) 703-719 , DOI
Sargeant A, Ford JB & Merchant A 2010 'Charitable organizations' storytelling influence on donors' emotions and intentions' Journal of Business Research 63, (7) 754-762 , DOI
Sargeant A, Ford JB & Merchant A 2010 ''Don't forget to say thank you': The effect of an acknowledgement on donor relationships' Journal of Marketing Management 26, (7-8) 593-611 , DOI
Sargeant A, Shang J & Shabbir H 2010 'The Social Marketing of Giving' Public Management Review 12, (5) 635-662
Sargeant A, Shang J & Shabbir H 2010 'The Social Marketing of Giving: A Framework for Public Policy Intervention' Public Management Review 12, (5) 635-662 , DOI
Sargeant A, Lee S & Jay E 2009 'Communicating the “Realities” of Charity Costs: An Institute of Fundraising Initiative' Nonprofit and Voluntary Sector Quarterly 38, (2) 333-342 , DOI
Sargeant A, Ford JB & Hudson J 2008 'Charity Brand Personality: The Relationship With Giving Behavior' Nonprofit and Voluntary Sector Quarterly 37, (3) 468-491 , DOI PEARL
Sargeant A, Hudson J & West DC 2008 'Conceptualising Brand Values in the Charity Sector: The Relationship between Sector, Cause and Organisation' Service Industries Journal 28, (5) 615-632 PEARL
Sargeant A & Woodliffe L 2007 'Building Donor Loyalty: The Antecedents and Role of Commitment in the Context of Charity Giving' Journal of Nonprofit & Public Sector Marketing 18, (2) 47-68 , DOI
Sargeant A, Jay E & Lee S 2006 'Benchmarking Charity Performance: Returns from Direct Marketing in Fundraising' Journal of Nonprofit & Public Sector Marketing 16, (1-2) 77-94 , DOI
Sargeant A & Crissman K 2006 'Corporate giving in Australia: An analysis of motives and barriers' AUSTRALIAN JOURNAL OF SOCIAL ISSUES 41, (4) 477-492 Author Site
Wymer W & Sargeant A 2006 'Insights from a review of the literature on cause marketing' International Review on Public and Non Profit Marketing 3, (1) 9-15
Sargeant A, Wymer W & Hilton T 2006 'Marketing Bequest Club Membership: An Exploratory Study of Legacy Pledgers' Nonprofit and Voluntary Sector Quarterly 35, (3) 384-404 , DOI
Sargeant A, Ford JB & West DC 2006 'Perceptual determinants of nonprofit giving behavior' Journal of Business Research 59, (2) 155-165 , DOI
Bennett R & Sargeant A 2005 'The nonprofit marketing landscape: guest editors' introduction to a special section' Journal of Business Research 58, (6) 797-805 , DOI
Sargeant A, West DC & Ford JB 2004 'Does perception matter?: an empirical analysis of donor behaviour' The Service Industries Journal 24, (6) 19-36 , DOI
Sargeant A & Lee S 2004 'Donor Trust and Relationship Commitment in the U.K. Charity Sector: The Impact on Behavior' Nonprofit and Voluntary Sector Quarterly 33, (2) 185-202 , DOI
Sargeant A & Lee S 2004 'Trust and relationship commitment in the United Kingdom voluntary sector: Determinants of donor behavior' Psychology and Marketing 21, (8) 613-635 , DOI
Kahler J & Sargeant A 2002 'The size effect in the administration costs of charities' European Accounting Review 11, (2) 215-243
Msweli P & Sargeant A 2001 'Modelling distributor retention in network marketing organisations' Marketing Intelligence & Planning 19, (7) 507-514 , DOI
Sargeant A 2001 'Web based fund raising: is anyone making any real money?' Fund Raising Manage 32, (8) 20-42 Author Site
Alfansi L & Sargeant A 2000 'Market segmentation in the Indonesian banking sector: the relationship between demographics and desired customer benefits' International Journal of Bank Marketing 18, (2) 64-74 , DOI
Sargeant A & MOHAMAD M 1999 'Business Performance in the UK Hotel Sector - Does it Pay to be Market Oriented?' The Service Industries Journal 19, (3) 42-59 , DOI
Partridge M-A 1999 'Marketing Management for Nonprofit Organisations. By Adrian Sargeant. Oxford University Press, Oxford, 1999; ISBN 0-19-877566-0' International Journal of Nonprofit and Voluntary Sector Marketing 4, (3) 276-277 , DOI
Sargeant A & McKenzie J 1999 'The lifetime value of donors: gaining insight through CHAID' Fund Raising Manage 30, (1) 22-27 Author Site
Sargeant A & Kaehler J 1998 'Factors of patient satisfaction with medical services: the case of G.P. practices in the U.K' Health Mark Q 16, (1) 55-77 Author Site , DOI
Sadler-Smith E, Sargeant A & Dawson A 1998 'Higher Level Skills Training and SMEs' International Small Business Journal 16, (2) 84-94 , DOI
Sargeant A, Sadler-Smith E & Dawson A 1998 'University collaboration and Regional Economic Development -exploiting the potential' Local Economy 13, (3) 257-266 , DOI
Sargeant A & Angus Matheson R 1996 'Management training ‐ are business schools out of touch with their market?' Journal of European Industrial Training 20, (4) 3-10 , DOI
Sargeant A 1996 'Training for growth: how can education providers assist in the development of small businesses?' Industrial and Commercial Training 28, (2) 3-9 , DOI
Sargeant A 1995 'Do UK charities have a lot to learn?' Fund Raising Manage 26, (5) 14-16 Author Site
Sargeant A 2014 Fundraising Management: Analysis, Planning and Practice. 3rd London Routledge
Sargeant A & Shang J 2010 Fundraising Principles and Practice. Jossey-Bass
Sargeant A 2010 Tiny Essentials of Donor Loyalty.
Sargeant A & Jay E 2009 Fundraising Management. Routledge
Sargeant A 2009 Marketing Management for Nonprofit Organizations. Oxford University Press
Sargeant A & Jay E 2004 Building Donor Loyalty. John Wiley & Sons
Sargeant A & Jay E 2004 Building Donor Loyalty The Fundraiser's Guide to Increasing Lifetime Value. John Wiley & Sons
Jay E & Sargeant A 2004 Fundraising Management. Routledge
Sargeant A & MacQuillin I 2016 'Marketing for nonprofit organisations' The Marketing Book: Seventh Edition 533-554 , DOI
Sargeant A 2007 'Marketing for nonprofit organizations' The Marketing Book: Sixth Edition 526-550 , DOI
Conference Papers
Hudson JE, shang J & Sargeant A 2015 'Perceptions of Religious Relationships and Giving' ARNOVA Chicago PEARL
Hudson JE, Sargeant A & Wilson S 2011 'Donor complaints about fundraising: what are they and why should we care?' ARNOVA Toronto PEARL
Hudson JE, Sargeant A & Shang J 2008 'The identification process in bequest giving' PEARL
Hudson JE & Sargeant A 2004 Conceptualising brand values in the charity sector: the relationship between sector, cause and organisation. ESRC PEARL