Dr Jane Hudson

Dr Jane Hudson

Lecturer in Marketing (Education)

Plymouth Business School (Faculty of Arts, Humanities and Business)



I started my academic career at Bristol Business School, where I became a Senior Lecturer in Marketing before joining the University of Plymouth as Programme Leader for the BSc Marketing in 2015. Throughout my academic career I have actively participated in external consultancy and research. I have worked with a variety of national charities such as Cats Protection, Tearfund, United Christian Broadcasting and The Bible Society examining issues such as supporter satisfaction, legacy giving and general fundraising. I also edited the International Journal of Nonprofit and Voluntary Sector Marketing between 2009 and 2020.  

During my time at Plymouth Business School I have undertaken a number of management roles:

Programme Leader Digital and Social Media Marketing

Pathway leader BSc Marketing (Nonprofit and Charity)

Programme Leader BSc Marketing (2015-2017)


PhD Business and Management, 'An Exploratory Study of the Antecedents of Brand Trust: The Young Adult Consumer'. Awarded by Bristol Business School, University of the West of England

MA Applied Social Research, Bristol Business School, University of the West of England

BSc Applied Economics, University of Plymouth.

PGCHE Postgraduate Certificate for Higher Education, lecturing qualification 

Professional membership

Member of the Chartered Institute of Fundraising

Roles on external bodies

Trustee for the Institute of Sustainable Philanthropy

Chartered Institute of Fundraising Academy team member



Teaching interests

I enjoy lecturing in research methods, nonprofit marketing, branding, charity fundraising.

Module leader for:

MKT5007 Consumer Insights, Innovation and Marketing Planning

MKT6001 Contemporary Issues in Marketing

MKT704 Marketing Communications and Branding

MKT720 Digital and Social Media Capstone Project

Teaching team for:

Marketing Dissertation

MKT5001 Advertising, Brand Management and Marketing Communications 

Staff serving as external examiners

External Examiner for the Institute of Fundraising (2010-2017)

External Examiner for Marketing at the University of Middlesex (2008-2010)



Research interests

I care passionately about the growth of philanthropy and I am particularly interested in fundraising for charities. My current research explores the psychological mechanism behind religious identity and giving behaviour. 

Other research

Nonprofit branding

Transformational Philanthropy

Research degrees awarded to supervised students

PhD Claire Routley 'Leaving a charitable legacy: social influence, the self and symbolic immortality', Bristol Business School, UWE.

PhD Lucy Lowthian (2020) 'Psychological well-being and the charitable bequest decision', Plymouth Business School, University of Plymouth

PhD Jessica Burgess (2021) 'How fundraisers solve moral dilemmas: the role of implicit moral identity and moral intuition', Plymouth Business School, University of Plymouth.

PhD George Shelton (2022) 'Towards an Understanding of Effortful Fundraising Experiences: Using Interpretative Phenomenological Analysis in Fundraising Research'

PhD Sophie Kong (2022) 'Intimacy, Identity and Loyalty: Exploring the Mediation Pathways towards Donor Loyalty and the Moderating role of Donor Self Esteem'

Grants & contracts

‘Conceptualizing Brand Values in the Charity Sector: The Relationship between Sector, Cause and Organisation’ with Professor Adrian Sargeant (2003-2004).

‘Death, Identification and Legacy Giving’ application made to the British Academy in 2010 but was unsuccessful in the final round of bidding.

‘Identification and Giving Behaviour’ application made to the ESRC in 2011. This bid was alpha rated but was unsuccessful.

‘Perceptions of Religious Relationships and Giving’ application made to the British Academy October 2013. Unsuccessful.

‘Perceptions of Christian relationships and giving’ research bid September 2015 to a religious organisation but not supported due to financial constraints.




Burgess, J., Hudson, J. and White, J. (2021) Moral Dilemmas in Fundraising: when deliberation is not possible. Journal of Philanthropy and Marketing: e1733

Hudson, J., Shang, J, and Sargeant, A (2015) 'Perceptions of Religious Relationship and Giving,' ARNOVA Conference, Chicago, November.

Routley, C., Sargeant, A.and Hudson, J. (2013) Developingrelationships with in memoriam charitable donors: insights from the bereavementliterature. Arts, Heritage, Nonprofitand Social Marketing Special Issue, Social Business.

Sargeant, A. Hudson, J. and Wilson, S. (2012) Donor Complaints About Fundraising: What Are They and Why Should We Care? VOLUNTAS:International Journal of Nonprofit Organizations, Volume 23, Issue 3, pp.791-807

Routley, C., Sargeant, A. and Hudson, J. (2012) ‘Understanding theGiving of Charitable Gifts in Memory of a Loved One’. 41st AnnualARNOVA Conference, Indianapolis, November.

Hudson, J., Sargeant, A. and Wilson, S. (2011) Donor Complaints aboutFundraising: What are they and why should we care? ARNOVA Conference, Toronto,November.

Hudson, J., Marandi, E. and Gurau, C. "Factors influencing the choice of anenvironmentally-friendly car: a study of UK consumers" under review.

Sargeant, A. and Hudson, J. ‘Harvesters’ under review.

Sargeant, A. and Hudson, J. (2011) Developing planned giving at theSalvation Army Southern Territory. International Journal of Nonprofit and Voluntary Sector Marketing,16 (3). pp. 237-250. ISSN 1465-4520

Shang, J. and Hudson (2009) ‘The Relationship betweenReligious Identification and Philanthropy: A Multi-Methods Approach in StudyingIts Psychological Mechanisms’, ARNOVA conference, Cleveland, November

Hudson, J. (2009) ‘Exploring the role of charity branding inthe UK recession.’ ARNOVA Conference, Cleveland, November

Hudson,J. and Lloyd, J. (2008) ‘Exploring legacy giving in the UK Higher EducationSector’, presented at the World Social Marketing Conference, Brighton.

Sargeant A., Shang J. andHudson J. (2008) ‘The Identification Process in Bequest Giving’, ARNOVAConference Proceedings, Philadelphia. 

Hudson, J (2009) ‘NonprofitBranding’ in the International Encyclopedia of Civil Society (Eds Anheier, H.,Toepler, S. and List, R,), Springer.

Sargeant A. and Hudson, J. (2008) “Donor Retention: AnExploratory Study of Door-To-Door Recruits”, International Journal of Nonprofitand Voluntary Sector Marketing, 13 (1) pp.89-101 ISSN 1465-4520.

Sargeant A. Hudson, J. and West, D. (2008) "ConceptualisingBrand Values in the Charity Sector: The Relationship Between Sector, Cause andOrganisation” forthcoming Service Industry Journal, 28 (5). pp. 615-632. ISSN 0264-2069

SargeantA., Ford, J. Hudson, J. (2008) "Charity Brand Personality: TheRelationship With Giving Behavior", Nonprofit and Voluntary SectorQuarterly, 37(3), 468-491. ISSN0899-7640

Hudson,J. (2008) “The Branding of Charities”, Chapter in The Non Profit Companion (EdsSargeant, A. and Wymer, W), Routledge Companions, Oxon. ISBN 0-415-41727-9

Sargeant,A. and Hudson, J. (2005) “Nonprofit Brand or Bland: An Exploration of theStruture of Charity Brand Personality”, European Marketing Association Conferenceproceeding, Milan, Italy.

Sargeant, A. and Hudson,J. (2004) “Charity Brand Values: Aggregate Report”, distributed to all ninecharities participating in the ESRC research project. 


Hudson, J (2023) ‘Nonprofit Brand and Branding’ in the International Encyclopaedia of Civil Society, Second Edition (Eds Anheier, H., Toepler, S. and List, R,), Springer.

Hudson, J. (2020) ‘Nonprofit Marketing’ in the Routledge Companion to Nonprofit Management, (Ed’s Toepler, S. and Anheier, H.), Routledge Companions, Oxon.



Reports & invited lectures

Guest lectured at University of Exeter, Indiana University, Avila University, University of Kent and for the Chartered Institute of Fundraising.

Other academic activities

A member of the advisory panel for Dr Beth Breeze’s Leverhulme Trust-funded study: 'The Formation of Fundraisers: the role of personal skills in asking for money', which ran from May 2013 - April 2016.

Reviewer for; Journal of Philanthropy and Marketing, Nonprofit and Voluntary Sector Quarterly, VOLUNTAS, Journal of Nonprofit & Public Sector Marketing, Journal of Consumer Behaviour and ARNOVA.