Adrian Sargeant

Adrian photoProfessor Adrian Sargeant is Director of the University of Plymouth Hartsook Centre for Sustainable Philanthropy. He was formerly the Robert F Hartsook Professor of Fundraising at Indiana University. He is also an Adjunct Professor of Fundraising at the Australian Centre for Philanthropy and Nonprofit Studies, Queensland University of Technology, Brisbane, Australia. He is one of the world’s foremost authorities in the domain of nonprofit marketing and fundraising. He was the founding Managing Editor of the International Journal of Nonprofit and Voluntary Sector Marketing and is the author of numerous books including Fundraising Principles and Practice and Marketing Management for Nonprofit Organizations published by Jossey Bass and the Oxford University Press, respectively.

He is probably best known for his work on donor retention and loyalty, although he has also studied nonprofit branding, e-fundraising and bequests. The Economics and Social Research Council, the Aspen Foundation, Indiana University, the Association of Fundraising Professionals and the Institute of Fundraising have funded his work. His work has also been funded by a plethora of different nonprofits in the United Kingdom and the United States including organizations as diverse as the American Cancer Society, Habitat for Humanity, the Royal Society for the Prevention of Cruelty to Animals, the Royal National Lifeboat Institution, Concern Worldwide and Sightsavers. His work has appeared in many scholarly journals including theJournal of Business Research, Journal of Marketing Management, European Journal of Marketing, Nonprofit and Voluntary Sector Quarterly and Nonprofit Management and Leadership.

Most recently Professor Sargeant developed the UK’s new National Occupational Standard for Fundraising (specifying the skills and knowledge required of fundraisers working in a variety of different roles within the profession) and a new suite of fundraising qualifications. In 2010 he launched this online resource for students of fundraising; which provides topic summaries, recommended reading lists, article downloads and a series of self-test quizzes.

In 2010 he received the Civil Society Award for his Outstanding Contribution to Fundraising and was named to the prestigious Nonprofit Times’ Top 50 Power and Influence List.

In 2004 Professor Sargeant pioneered the public information website Charity Facts, developed to provide a similar service to the public in both the United States and Australia. The site was underpinned by an ongoing and groundbreaking study tracking the fundraising performance of a cross section of charities.