ABSTRACT

This is the first truly comprehensive guide to fundraising management, uniquely blending current academic knowledge with the best of professional practice. Much more than a how-to guide, it provides a detailed overview of modern fundraising planning and practice, and analyzes critical issues as well presenting practical tools for campaign planning.

Campaigns discussed include high-profile examples from companies as diverse as RSPCA, Greenpeace, Barnados and the American Cancer Society, which illustrate the theories and bring the topic to life. A truly groundbreaking analysis, this text works through the planning stages of fundraising to give readers a rounded understanding of the topic, and is essential reading for students of fundraising and non-profit professionals alike.

part |2 pages

Part I The fundraising planning process 17

chapter 2|21 pages

Fundraising planning

The fundraising audit

chapter 3|28 pages

Marketing research for fundraising

chapter 4|25 pages

Strategic planning

The fundraising plan

chapter 5|24 pages

Understanding giving

chapter 6|20 pages

Donor recruitment

chapter 7|21 pages

Donor development

chapter 8|20 pages

Major gift fundraising

chapter 9|22 pages

Planned and legacy giving

chapter 10|15 pages

Community fundraising

chapter 11|27 pages

Corporate fundraising

chapter 12|14 pages

Trust and foundation fundraising

chapter 13|17 pages

Branding and campaign integration

chapter 14|27 pages

The rise of new electronic channels

chapter 15|16 pages

Benchmarking fundraising performance