Dr Jane Hudson

Dr Jane Hudson

Lecturer in Marketing (Education)

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

Programme Leader BSc Marketing


PhD Business and Management, MA Applied Social Research, BSc Applied Economics

Professional membership

Member of the Institute of Fundraising

Teaching interests

Research methods, Fundraising, Branding

Staff serving as external examiners

External Examiner for the Institute of Fundraising

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. 


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) DonorComplaints 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.