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 '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 //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