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
Member of the Institute of Fundraising
Roles on external bodies
Trustee for the Institute of Sustainable Philanthropy
I enjoy lecturing in research methods, nonprofit marketing, branding, charity fundraising.
Module leader for:
MKT209 New Product Development and Planning
MKT311 Contemporary Issues in Marketing
MKT704 Marketing Communications and Branding
MKT720 Digital and Social Media Capstone Project
Teaching team for:
MKT309 Marketing Dissertation
Staff serving as external examiners
External Examiner for the Institute of Fundraising (2010-2017)
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.
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.
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.
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.
Reports & invited lectures
Guest lectured at Indiana University, Avila University, University of Kent and for the 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.