4th Edition

Fundraising Management Analysis, Planning and Practice

By Adrian Sargeant, Jayne George Copyright 2022
    526 Pages 118 B/W Illustrations
    by Routledge

    526 Pages 118 B/W Illustrations
    by Routledge

    Applying the principles of marketing to nonprofit organisations and the fundraising sector is vital for the modern fundraiser who wants to increase profitability and diversify their fundraising efforts in this challenging industry. This comprehensive how-to guide provides a thorough grounding in the principles underpinning professional practices and critically examines the key issues in fundraising policy, planning and implementation.

    This new edition of Fundraising Management builds on the successful previous editions by including an integrated theoretical framework to help fundraisers develop a critical and reflective approach to their practice. Also new to this edition are how-tos on budgeting and making a strong and compelling case for investment, two vital core skills, as well as comprehensive coverage of digital fundraising and fundraising through social media. The new edition also accounts for recent changes in the fundraising environment, notably in the UK, the introduction of a new fundraising regulator and new thinking on professional ethics.

    Combining scholarly analysis with practical real-life examples, Fundraising Management has been endorsed by the Chartered Institute of Fundraising, and is mapped to the Certificate and Diploma in Fundraising, making it the definitive guide to best practice both in the UK and globally. This is a clear, problem-solving guide that no fundraising student or professional should be without.

    1. The History and Development of Fundraising Practice

    2. Fundraising Planning: The Fundraising Audit

    3. Marketing Research for Fundraising

    4. Understanding Giving

    5. Strategic Planning: The Fundraising Plan

    6. Fundraising Reporting

    7. Donor Recruitment

    8. Making the Case for Investment

    9. Donor Development

    10. Major Giving Fundraising

    11. Legacies and In-Memoriam Giving

    12. Community Fundraising

    13. Corporate Fundraising

    14. Trust and Foundation Fundraising

    15. Digital Fundraising

    16. Fundraising in Social Media

    17. Managing Fundraising Teams

    18. Leading Fundraising Teams

    19. Legal and Ethical Aspects of Fundraising Management


    Adrian Sargeant is Co-Director and Professor of Fundraising at the Institute for Sustainable Philanthropy. He was formerly the first Hartsook Chair in Fundraising at what is now the Lilly Family School of Philanthropy at Indiana University. He holds visiting appointments at Avila University and the Australian Centre for Philanthropy and Nonprofit Studies at Queensland University of Technology in Brisbane, Australia. 

    Jayne George is Fundraising, Marketing and Media Director at the Royal National Lifeboat Institution, UK. She has worked as a fundraiser for 30 years at Save the Children, The Children’s Society, RNLI and Guide Dogs. She is a passionate campaigner for causes that are important to her, and is an active voluntary trustee for Weldmar Hospice in Dorset, Make A Wish UK and The Murray Parish Trust.

     "This book will help fundraisers become better practitioners by thinking differently. The blend of solid professional practice and academic rigour (including the latest research findings) are expertly woven together. That’s really what differentiates this book – it’s genuinely a fundraising textbook rather than a 'how-to' guide. The goal, shared by the Chartered Institute, is to help fundraisers apply rigorous critical thinking to their practice, to improve results and to improve the fundraising profession as a whole."

    Peter Lewis, Chief Executive of the Chartered Institute of Fundraising

    "Fundraising Management is updated and relevant for 2021. It remains a sound academic textbook, drawing on the latest research findings but it is also a really practical how-to guide. It draws on some of the most inspirational fundraising case studies of 2020 and pulls together some of that recent best practice and those theories that have stood the test of time. The structure and level of detail puts demands on the student to engage with the text and apply its theory to their donors, their stakeholders and their teams. In particular the new chapter on making the case for investment answers probably the most commonly asked question of fundraisers today. This edition sets a new standard of achieving fundraising greatness in a challenging environment and helps those studying to make the best decisions for their organisations. It is essential reading for the ambitious fundraising manager."

    Alan Clayton, Director of Philanthropy and Fundraising

    "Sargeant and George have achieved a really useful balance of fundraising practice and academic evidence. The chapter on legacy fundraising sets out practical tips on how to grow your legacy income as part of a long-term market opportunity and legacy marketing strategy. They make a compelling case for investment in fundraising activity and in the skills of fundraisers. This is a vital resource for fundraisers that want to improve their understanding of what motivates pledgers, donors and philanthropists to give. Recommended reading for all fundraisers seeking to improve their ability to assess current fundraising practice."

    Rob Cope, Director of Remember A Charity