Ian Bruce

Founder and President of the Centre for Charity Effectiveness

Bayes Business School, Faculty of Management

Contact

Visit Ian Bruce

Bunhill Row

Postal address

Bayes Business School
106 Bunhill Row
London
EC1Y 8TZ
United Kingdom

About

Overview

Ian Bruce CBE is Hon Life President of the business school's Centre for Charity Effectiveness. He founded the School's continuing interest in charities and nonprofits when he set up VOLPROF (Centre for Voluntary Sector and Not for Profit Management)in 1990/1991 and was appointed its first Director while simultaneously being Director General of the Royal National Institute of Blind People (RNIB). In 2004 he joined as paid Director (CEO) and led its transformation into the Centre for Charity Effectiveness in a partnership with the Worshipful Company of Management Consultants. From 2008 to 2010 he was also Secretary of the worldwide Nonprofit Academic Centres' Council based in Cleveland USA and Chair of the Centre Directors' Group of the International Society for Third Sector Research. In 2010 he stood down as Director of the Bayes (formerly Cass) Centre for Charity Effectiveness and became its Life President. He continues to teach, research and undertake consultancy. He founded, curated and chaired the Charity Talks lectures, 1993-2018. He is an adviser to KnowHow Nonprofit the online informal learning resource, a concept he developed in 2003/4 and which he co-founded in 2007/8. He lectures overseas, at universities including Johannesburg, Capetown, Beijing, Arizona State. Following research into nonprofit (NPO) management education in southern Africa, he co-established an NPO management and leadership course for township leaders, at the University of Johannesburg. He continues to be a governor of of a school in Soweto for children one to six years.

He is Vice President of the Royal National Institute of Blind People (RNIB) where for 20 years until 2003 he was Director General, and is Patron of the National Federation of the Blind
He is Founder and ex-Chair of the Chartered Institute of Marketing's Charity and Social marketing Special Interest Group, and is Vice President, ICSERA, International Council of Voluntarism, Civil Society, and Social Economy Researcher Associations.

He started his career with Courtaulds and Unilever as a marketing manager, and has worked in the voluntary sector as Assistant Director of Age Concern England, gaining his first chief executive role at the age of 29 at The Volunteer Centre UK (later Volunteering England). He has also had experience in local government as Assistant Chief Executive of the London Borough of Hammersmith and Fulham.

He has founded or co-founded 15 national and international third sector organisations and initiatives including Artists Now (1974), Association for Research in the Voluntary and Community Sector (1977), Volonteurope (1979), World Blind Union (1984), Disability Benefits Consortium (1988), VOLPROF/Centre for Charity Effectiveness (1991/2004), Charity Talks (1992), City University of London charities postgraduate programme (1995), Disability Charities Consortium (1996), International Journal of Nonprofit and Voluntary Sector Marketing (1997), KnowHow Nonprofit (2006), ESRC Centre for Charitable Giving and Philanthropy (2008 Co-investigator), Chartered Institute of Marketing Charity Group (2012). His particular interests are nonprofit strategy, marketing (services, fundraising and campaigning/lobbying)and market research and his book "Charity Marketing" is in its fourth edition

He was awarded the CBE in the Queens Birthday Honours in 2004; outstanding achievement awards at the National Charity Awards 2001 and 2003; a Companionship of the Chartered Management Institute in 1991 (the first charity chief executive to gain this distinction); and an Honorary doctorate from the University of Birmingham in 1995.

Qualifications

  • BSocSc (Hons), University of Birmingham, United Kingdom
  • D SocSc Hon, University of Birmingham, United Kingdom

Memberships of professional organisations

  • Fellow, and Chair, Charity and Social Marketing Special Interest Group, Chartered Institute of Marketing, Sep 2012 – present
  • President, City Centre for Charity Effectiveness Trust, Sep 2009 – present
  • Fellow, Royal Society of Arts, Sep 1995 – present
  • Companion, Chartered Management Institute, Sep 1991 – present

Award

  • The Crown, Queen's Birthday Honours (2004) CBE - Commander of the British Empire

Expertise

Primary topics

  • E-Marketing
  • Marketing
  • Marketing Management
  • Strategic Management
  • Voluntary Sector Management

Additional topics

  • Information Management
  • Knowledge & Learning
  • Management
  • Management Development
  • Public Sector Management

Industries

  • arts
  • communications
  • e-commerce
  • marketing
  • media
  • non-profit & voluntary sector
  • public sector

Geographic Areas

  • Africa - Southern
  • Americas - North
  • Europe

Research

Research topics

Why Nonprofits Are Sceptical about the Usefulness of Marketing Theory

Marketing, understood to be meeting the needs of customers, is a superficially attractive business theory for nonprofits. Why is it not more readily embraced? IB is questioning groups of middle rank nonprofit managers to find out why

Differences between for profit and nonprofit marketing

Observation of nonprofit marketing reveals some distinctive differences between it and for profit marketing such as demand outstripping supply and frequently the consuming customer being differnt from the funding customer. IB is exploring how critical these differences are.

Needs of Blind and Partially Sighted People

Market research on this numerous but under-attended group is revealing significant variables which help predict the most beneficial service interventions for ameliorating adverse social circumstances.

Comparing the impact of Marketing Theory and Appreciative Inquiry on nonprofits in the UK and South Africa

Appreciative Inquiry helps people through building on their strengths. Marketing concentrates on discovering peoples needs and wishes and meeting them. These are two very different philosophical approaches. Four case studies in the UK and four in South Africa will compare both approaches and help form an understanding of the pros and cons of each approach from the perspective of the people being "helped"

Publications

Books (15)

  1. Bruce, I. (2023). 978 0 71889604 9. Cambridge: The Lutterworth Press.
  2. Garsten, N. and Bruce, I. (2018). Communicating Causes. Routledge. ISBN 978-0-8153-9401-3.
  3. Bruce, I. (2011). Charity Marketing: delivering income, services and campaigns: 4th edition. London: ICSA Publishing Ltd. ISBN 978-1-86072-459-6.
  4. Bruce, I. (2010). The art of raising money - using marketing theory to stabilise and grow your income. London: NCVO Publications. ISBN 978-0-7199-1802-5.
  5. Bruce, I., Copeman, C. and Forrest, A. (2008). Tools for Tomorrow: A Practical Guide to Strategic Planning for Voluntary Organisations. London: NCVO Publications. ISBN 978-0-7199-1780-6.
  6. Bruce, I. and Baker, M. (2005). Transport and mobility for people with sight problems - the views of 1000 people with sight problems. London: RNIB. ISBN 1-85878-671-1.
  7. Bruce, I. (2005). Charity marketing: meeting need through customer focus. London ISBN 1-86072-296-2.
  8. Bruce, I., Copeman, C., Forrest, A., Lesirge, R., Palmer, P. and Patel, A. (2004). Tools for Tomorrow: a practical guide to strategic planning for voluntary organisations. NCVO Publications. ISBN 978-0-7199-1638-0.
  9. Bruce, I. and Baker, M. (2001). Access to Written Information - a Survey of 1000 People with Sight Problems. London
  10. Bruce, I. (1998). Successful Charity Marketing - Meeting Need. ICSA Publishing.
  11. Bruce, I. (1994). Meeting Need - Successful Charity Marketing. Hemel Hempstead: ICSA. ISBN 978-1-872860-58-9.
  12. Bruce, I. (1993). Charity talks on successful development. London: VOLPROF.
  13. Bruce, I. and Leat, D. (1993). Management for tomorrow : an exploratory study of current practice and future prospects in developing voluntary sector managers. City University, VOLPROF. ISBN 978-0-9520563-5-5.
  14. Bruce, I. and Raymer, A. (1992). Managing and Staffing Britain's Largest Charities. London: VOLPROF; City University Business School. ISBN 978-0-9520563-1-7.
  15. Garsten, N. and Bruce, I. (Eds.), Communicating Causes. Routledge.

Chapters (8)

  1. Bruce, I., Byrne, C. and Myers, H. (2018). Non-profit branding through marketing and PR. Communicating Causes: Strategic public relations for the non-profit sector (pp. 85–98). ISBN 978-0-8153-9400-6.
  2. Garsten, N. and Bruce, I. (2018). Introducing communicating causes: Strategic public relations for the non-profit sector. Communicating Causes: Strategic public relations for the non-profit sector (pp. 1–9). ISBN 978-0-8153-9400-6.
  3. Garsten, N., de Quincey, E. and Bruce, I. (2016). The Importance and Art of Articulating Thanks: Lessons From Non-Governmental Organisations (NGOs. In Hall, S. (Ed.), #FuturePRoof: Edition Two ISBN 978-1-367-27584-3.
  4. Bruce, I. (2015). Relationships across the Wall. In Thomas, M. (Ed.), Stepping off the Map... memories of a Cold War adventurebbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbbvv (pp. 136–154). Favershem: Medlar Tree Publishing.
  5. Bruce, I. (2015). Relationships across the Wall. In Thomas, M. (Ed.), Stepping Off the Map (pp. 136–154). Faversham, Kent: Medlar Tree Press.
  6. Bruce, I. (2009). Philosophy, framework and management tools to ensure a needs led approach to nonprofit/voluntary organization work. In Wymer, W.E. (Ed.), Latest Thinking in Nonprofit and Voluntary Sector Marketing: How to use communication effectively to connect with supporters London: Henry Stewart Talks Ltd.
  7. Bruce, I. and Mitchell, V. (2009). Real People, Real Decisions: how it worked out at the RNIB. In Solomon, M.R., Marshall, G.W. and Stuart, E. (Eds.), Marketing: Real People, Real Decisions Pearson Education Ltd. ISBN 978-0-273-72778-1.
  8. Bruce, I. (1996). Marketing force: meeting true need. In Hanvey, C. and Philpot, T. (Eds.), Sweet Charity - the role and workings of voluntary organisations (pp. 189–189). London: Routledge. ISBN 978-0-415-13800-0.

Conference papers and proceedings (23)

  1. Bruce, I. and Nel, H. (2011). Philosophical Embrace. Quinquennial Conference of the World Nonprofit Academic Centres' Council San Diego, USA.
  2. Bruce, I. and Nel, H. (2010). What are the similarities and differences resulting from the respective applications of Marketing Theory and Appreciative Inquiry/Asset Based Community Development to nonprofit organisation primary activity - and do the differences matter? 9th International Conference of the International Society for Third Sector Research Istanbul, Turkey.
  3. Bruce, I. (2009). Management techniques for recession. Third Sector Sustainability in Recession - National Council for Voluntary Organisations London.
  4. Bruce, I. (2009). Nonprofit Management, North/South comparisons. University of Johannesburg Colloqium Johannesburg, South Africa.
  5. Bruce, I. (2009). Nonprofit Marketing and Communications. Richmond CVS AGM London.
  6. Bruce, I. (2009). Strategic Responsibilities of Charity Trustees. National Charity Trustees Conference London.
  7. Bruce, I. (2008). Marketing and Fundraising for Nonprofits. Soweto Community Leaders Workshop University of Johannesburg, SA.
  8. Bruce, I. (2008). What can Marketing Theory contribute to Events Fundraising. Events Fundraising in the Nonprofit World Institute of Fundraising, London.
  9. Bruce, I. (2008). What can Non Profits Learn from Commercial Marketing? Annual Nonprofit Marketing Conference National Council for Voluntary Organisations, London.
  10. Bruce, I. (2007). Issues Affecting the UK Nonprofit Sector. International Nonprofit Research Forum Georgia State University, Atlanta, USA.
  11. Bruce, I. and Baker, M. (2005). Segmenting and Targeting Employed and Unemployed People with Sight Problems. Vision 2005 - International Congress of the International Society of Low Vision 4-7 April, London, UK. doi:10.1016/j.ics.2005.05.054
  12. Bruce, I. (2004). Surpluses and Deficits: Some Key Resource Management Dilemmas for Human Service Non Profits. International Society for Third-Sector Research (ISTR): Contesting Citizenship and Civil Society in a Divided World 11-14 July, Toronto, canada.
  13. Bruce, I. (2004). Charities-Too Amateur or Too Professional? City Insights Lecture, City University London.
  14. Bruce, I. (2004). Leadership in the Voluntary Sector-increasing professionalism and effectiveness through skills development and training. Capita Conference London.
  15. Bruce, I. (2003). Nonprofit Marketing: the foundation of services and funding leadership. An international symposium of 380 vision loss organisations Los Angeles.
  16. Bruce, I. (2003). Reflections on Leadership in Voluntary Organisations. Home Office/Treasury Conference on Third Sector Leadership London.
  17. Bruce, I. (2003). Strategic Planning Implementation-A longitudinal case study of RNIB. Strategic Planning Society Conference London.
  18. Baker, M. and Bruce, I. (2002). Access to Written Information For Blind and Partially Sighted People in th UK. 3rd European Conference of the International Society for Low Vision Research and Rehabilitation Gothenberg.
  19. Baker, M. and Bruce, I. (2002). Employment and Unemployment Among People with Sight Problems in the UK. The national employment conference The TUC HQ.
  20. Bruce, I. (2001). The Role of Marketing in NGO Campaigning at the European Level. Plenary paper at Euro 2000 Gothenburg, Sweden.
  21. Bruce, I. (2001). Using Government Surveys as a Base for Quantitative Market Research Among Specific Disability Groups. Plenary paper to National Disability Benefits Consortium Conference London School of Economics, London.
  22. Bruce, I. (2000). Changing Patterns of Satutory Funding of Voluntary Organisations - International Comparisons. Plenary paper to the International Seminar of Non-Profit Management, Melbourne, Australia.
  23. Baker, M., Ryan, B. and Bruce, I. (2000). Employment and Unemployment Among Visually Impaired People in the UK. Plenary paper to the European Conference of the International Society for Low Vision Research Veldhoven.

Journal articles (8)

  1. Louis, S., Bruce, T. and Bruce, I. (2021). Teacher progression in a South African community school in an informal settlement. Impact Journal of the Chartered College of Teachers, 11(Spring 2021), pp. 25–28.
  2. Balabanis, G., Mitchell, V.W., Bruce, I. and Riefler, P. (2012). A Conceptual Stress-Coping Model of Factors Influencing Marketplace Engagement of Visually Impaired Consumers. Journal of Consumer Affairs, 46(3), pp. 485–505. doi:10.1111/j.1745-6606.2012.01234.x.
  3. Bruce, I. and Chew, C. (2011). Debate: The marketization of the voluntary sector. Public Money and Management, 31(3), pp. 155–157. doi:10.1080/09540962.2011.573216.
  4. Bruce, I., Harrow, J. and Obolenskaya, P. (2007). Blind and partially sighted people's perceptions of their inclusion by family and friends. The British Journal of Visual Impairment, 25(1), pp. 68–85. doi:10.1177/0264619607071778.
  5. Bruce, I. and Hadi, F. (2000). RNIB: Beyond 2000. British Journal of Visual Impairment, 18, pp. 106–110.
  6. Bruce, I.W. (1997). Not-for-profit pressure group work: A marketing analysis of whether to operate solo or in coalition. International Journal of Nonprofit and Voluntary Sector Marketing, 2(3), pp. 201–207. doi:10.1002/nvsm.6090020302.

    [publisher’s website]

  7. Bruce, I. (1996). EVIDENCE AND POLICY: Developing research to inform planning and practice. British Journal of Visual Impairment, 14(3), pp. 120–122. doi:10.1177/026461969601400315.

    [publisher’s website]

  8. Bruce, I. (1995). Do not-for-profits value their customers and their needs? International Marketing Review, 12(4), pp. 77–84. doi:10.1108/02651339510097757.

Reports (3)

  1. Bruce, I. and Baker, M. (2003). Employment and unemployment among people with sight problems in the UK. London: Royal National Institute for the Blind. ISBN 978-1-85878-594-3.
  2. Bruce, I. (1997). Charity talks on successful development - Series 3. London: VOLPROF.
  3. Bruce, I. (1995). Charity talks on successful development - Series 2. LONDON: VOLPROF.

Education

Course Directorship

- 1995 - 2004, MSc in Voluntary Sector Management, Director

Professional activities

Consultancy (3)

  1. Media Trust (Charity) (Apr 2010 – present)
    Marketing advice
  2. Soweto Kliptown Youth Project and Kliptown Pastoral Pre-School and Creche (Charity) (Mar 2008 – present)
    Strategic development advice (pro bono) for two projects based in an informal settlement (Squatters' camp) in the poorest part part of Soweto, Johannesburg
  3. Len Pick Trust (Charity) (Sep 2007 – Jul 2009)
    Advice on grant giving policy and practice

Editorial activity (2)

  1. British Journal Of Visual Impairment, Member of Editorial Board, 2006 – present.
  2. International Journal of Voluntary Sector and Nonprofit Marketing, Member of Editorial Board, 1998 – 2008.

Events/conferences (25)

  1. Quinquennial Conference of the World Nonprofit Academic Centres' Council. (Conference) San Diego, USA (2011).
    Paper: Philosophical Embrace
    Author: Bruce I
    Co-authors: Nel, Hanna
  2. 9th International Conference of the International Society for Third Sector Research. (Conference) Istanbul, Turkey (2010). Invited speaker.
    Paper: What are the similarities and differences resulting from the respective applications of Marketing Theory and Appreciative Inquiry/Asset Based Community Development to nonprofit organisation primary...
    Author: Bruce I
    Co-authors: Nel, H
  3. Richmond CVS AGM. (Public lecture) London (2009). Invited speaker.
    Paper: Nonprofit Marketing and Communications
    Author: Bruce I
  4. National Charity Trustees Conference. (Public lecture) London (2009). Invited speaker.
    Paper: Strategic Responsibilities of Charity Trustees
    Author: Bruce I
  5. University of Johannesburg Colloqium. (Workshop) Johannesburg, South Africa (2009). Invited speaker.
    Paper: Nonprofit Management, North/South comparisons
    Author: Bruce I
  6. Third Sector Sustainability in Recession - National Council for Voluntary Organisations. (Conference) London (2009). Invited speaker.
    Paper: Management techniques for recession
    Author: Bruce I
  7. International Nonprofit Academic Centres Council Annual Meeting. (Conference) Cleveland, USA (2009). Invited speaker.
    Paper: The Power and Penetration of Nonprofit Informal Learning On-line
    Author: Bruce I
  8. Charity Talks (6 events) 12/2008-9/2009. (Conference) Cass Business School, London (2008). Chair.
  9. Soweto Community Leaders Workshop. (Workshop) University of Johannesburg, SA (2008). Invited speaker.
    Paper: Marketing and Fundraising for Nonprofits
    Author: Bruce I
  10. Events Fundraising in the Nonprofit World. (Conference) Institute of Fundraising, London (2008). Invited speaker.
    Paper: What can Marketing Theory contribute to Events Fundraising
    Author: Bruce I
  11. Annual Nonprofit Marketing Conference. (Conference) National Council for Voluntary Organisations, London (2008). Invited speaker.
    Paper: What can Non Profits Learn from Commercial Marketing?
    Author: Bruce I
  12. International Nonprofit Research Forum. (Conference) Georgia State University, Atlanta, USA (2007). Invited speaker.
    Paper: Issues Affecting the UK Nonprofit Sector
    Author: Bruce I
  13. International Society of Low Vision Research. (Conference) London (2005). Invited speaker.
    Paper: Segmenting and Targeting Employed and Unemplyed People with Sight Problems
    Author: Bruce I
    Co-authors: M. Baker
  14. International Society for Third Sector Research. (Conference) Baltimore, USA (2004). Invited speaker.
    Paper: Surpluses and Deficits: Some Key Resource Management Dilemmas for Human Service Non Profits
    Author: Bruce I
  15. City Insights Lecture. City University, London (2004).
    Paper: Charities-Too Amateur or Too Professional?
  16. Capita Conference. London (2004).
    Paper: Leadership in the Voluntary Sector-increasing professionalism and effectiveness through skills development and training
  17. Strategic Planning Society Conference. London (2003).
    Paper: Strategic Planning Implementation-A longitudinal case study of RNIB
  18. Home Office/Treasury Conference on Third Sector Leadership. London (2003).
    Paper: Reflections on Leadership in Voluntary Organisations
  19. An international symposium of 380 vision loss organisations. Los Angeles (2003).
    Paper: Nonprofit Marketing: the foundation of services and funding leadership
  20. The national employment conference. The TUC HQ (2002).
    Paper: Employment and Unemployment Among People with Sight Problems in the UK
    Co-authors: Baker, M.
  21. 3rd European Conference of the International Society for Low Vision Research and Rehabilitation. Gothenberg (2002).
    Paper: Access to Written Information For Blind and Partially Sighted People in th UK
    Co-authors: M Baker
  22. Plenary paper to National Disability Benefits Consortium Conference. London School of Economics, London (2001).
    Paper: Using Government Surveys as a Base for Quantitative Market Research Among Specific Disability Groups
  23. Plenary paper at Euro 2000. Gothenburg, Sweden (2001).
    Paper: The Role of Marketing in NGO Campaigning at the European Level
  24. Plenary paper to the International Seminar of Non-Profit Management. Melbourne, Australia (2000).
    Paper: Changing Patterns of Satutory Funding of Voluntary Organisations - International Comparisons
  25. Plenary paper to the European Conference of the International Society for Low Vision Research. Veldhoven (2000).
    Paper: Employment and Unemployment Among Visually Impaired People in the UK
    Co-authors: Baker, M. and Ryan, B.

Media appearances (13)

  1. chartered Institute of Marketing established charity group. (2013) Civil Society.
  2. (2012) Marketing.
  3. Paul Palmer to head Centre for Charity Effectiveness. (2010) www.thirdsector.co.uk (website).
  4. Voluntary organisations that profit from business values. (2008) www.guardian.co.uk (website).
  5. Voluntary organisations that profit from business values. (2008) Guardian (newspaper).
  6. Voluntary organisations that profit from business values. (2008) Guardian (newspaper).
  7. Bruce joins board of US non-profit research council. (2008) www.charityfinance.co.uk (website).
  8. Free workshop on marketing. (2008) www.thestar.com (website).
  9. Free workshop on marketing. (2008) www.thestar.co.uk (website).
  10. Universities bid to run 9m centre. (2008) Third Sector.
  11. where to go for more information. (2008) Third Sector.
  12. E-learning portal to go live with BLF cash. (2008) www.thirdsector.co.uk (website).
  13. New online learning resource for charity workers. (2008) www.fundraising.co.uk (website).