International Journal of Nonprofit and Voluntary Sector Marketing

Volume 4, No. 3, September 1999; and Volume 4, No. 4, November 1999

Quarterly; nonprofit North American subscription rates vary according to budget size and the exchange rate ($104-$156); Henry Stewart Publications, Russell House, London, United Kingdom.

At a time when the nonprofit sector in the United States is looking hard at its public image, it is interesting to come upon the British International Journal of Nonprofit and Voluntary Sector Marketing, which casts a business-informed eye on all aspects of the sector's marketing. Articles are academic in manner yet incisive, touching on donor relations, cause-related marketing, and reaching consumers. They include detailed bibliographies. Arts and culture are included but are not the journal's focus. One of a series of academic marketing quarterlies from Henry Stewart Publications, the journal is stolid and rigorous, yet highly readable.

September 1999's issue focuses on direct mail and explores topics such as improving databases, cultivating donors, how donor behaviors differ in relation to individual values, and donors' rights to privacy. In contrast, the journal's November 1999 issue is not thematically focused. Topics include Internet mailing lists, managing organizations' reputations, challenges to membership development, and the decline of volunteerism among young adults.

Review by Frances Phillips, Walter and Elise Haas Fund.