Dr. Sarah-Louise Mitchell | Business, Management and Accounting | Best Researcher Award

Oxford Brookes Business School | United Kingdom

Author Profile



Early Academic Pursuits

Dr. Sarah-Louise Mitchell's academic journey began with a BA (Hons) in Economics from Exeter University in 1988. She later pursued an MBA at London Business School (1991-1993) and a Postgraduate Certificate in Academic Practice at the University of Gloucestershire (2016-2017). Her academic pinnacle was achieved with a PhD from Henley Business School (2012-2016), titled "Exploring the role the brand plays in the choice of charity by UK volunteers," which was awarded without corrections.

Professional Endeavors

Dr. Mitchell has accumulated nearly 20 years of professional experience across nonprofit, retail, and consumer goods sectors. Notable roles include managing a National Lottery-funded action research project (£3 million), overseeing Tesco Clubcard (£10 million), and managing Tesco's sponsorship of the Dome (£6 million+ campaign). She currently serves as the Research Area Lead for Marketing and Co-Lead of the Oxford Brookes Children and Young People Research Network.

Contributions and Research Focus

Dr. Mitchell's research focuses on nonprofit contexts and social participation, specializing in qualitative research methodologies. Her work explores volunteer behavior, nonprofit branding, storytelling by charity brands, and the impact of philanthropy on nonprofit organizations. She has published extensively in top-tier journals and edited volumes, contributing significantly to the field of charity marketing and nonprofit management.

Accolades and Recognition

Dr. Mitchell has received numerous awards and grants, including the ESRC Impact Accelerator Grant (£14,769) and multiple Best Full Paper Awards from prestigious conferences such as BAM and the Academy of Marketing. She was elected as a Liveryman of the Worshipful Company of Marketors and awarded the Freedom of the City of London in recognition of her contributions to academia and nonprofit sectors.

Impact and Influence

Dr. Mitchell's research has had a profound impact on nonprofit practice and academia, influencing how charity brands engage with volunteers and donors. Her leadership in developing nonprofit research streams and fostering collaborations has strengthened ties between theory and practice in the sector. She continues to shape the future of nonprofit marketing through innovative research initiatives and educational contributions.

Legacy and Future Contributions

Dr. Mitchell's legacy lies in her pioneering work that bridges academic insights with practical applications in nonprofit management. Her future contributions aim to address emerging challenges faced by nonprofits, emphasizing creativity and strategic vision to navigate a rapidly evolving social landscape. Through ongoing mentorship and leadership roles, she strives to inspire the next generation of researchers and practitioners in nonprofit marketing and management.


Notable Publications

Avengers assemble: Avenger philanthropy as the new gift opportunity for nonprofit organizations 2024

Reframing the practice of volunteering as a collective endeavour through a focal brand community 2023

Rethinking nonprofit service disintermediation through service communication interactions 2022 (6)

Volunteer choice of nonprofit organisation: an integrated framework 2020 (18)

Telling a different story: How nonprofit organizations reveal strategic purpose through storytelling 2020 (17)




Sarah-Louise Mitchell | Business, Management and Accounting | Best Researcher Award