Professor Adrian Sargeant

Professor Adrian Sargeant

Professor of Marketing

Plymouth Graduate School of Management & 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 '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
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, 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
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, Ford JB & West DC 2006 'Perceptual determinants of nonprofit giving behavior' 59, (2) 155-165
Bennett R & Sargeant A 2005 'The nonprofit marketing landscape: guest editors' introduction to a special section' 58, (6) 797-805
Sargeant A, West DC & Ford JB 2004 'Does perception matter?: an empirical analysis of donor behaviour' The Service Industries Journal 24, (6) 19-36
Kahler J & Sargeant A 2002 'The size effect in the administration costs of charities' European Accounting Review 11, (2) 215-243
Sargeant A 2001 'Web based fund raising: is anyone making any real money?' Fund Raising Manage 32, (8) 20-42 Author Site
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
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
Sargeant A, Sadler-Smith E & Dawson A 1998 'University collaboration and Regional Economic Development — exploiting the potential' Local Economy: The Journal of the Local Economy Policy Unit 13, (3) 257-266
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
Jay E & Sargeant A 2004 Fundraising Management. Routledge
Conference Papers
Hudson JE, shang J & Sargeant A 2015 'Perceptions of Religious Relationships and Giving' ARNOVA Chicago //0 //0 PEARL
Hudson JE, Sargeant A & Wilson S 2011 'Donor complaints about fundraising: what are they and why should we care?' ARNOVA Toronto //0 //0 PEARL
Hudson JE, Sargeant A & Shang J 2008 'The identification process in bequest giving' //0 //0 PEARL
Hudson JE & Sargeant A 2004 Conceptualising brand values in the charity sector: the relationship between sector, cause and organisation. ESRC PEARL