Applying the principles of marketing to nonprofit organizations 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 modern perspectives on organizational behaviour, extended coverage of digital fundraising and donor behaviour, including an examination of group influences on behaviour, and a new chapter on the use of social media for supporter engagement and retention.
Combining scholarly analysis with practical real life examples, Fundraising Management has been endorsed by the 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.
Table of Contents
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. Donor Development 9. Major Gift Fundraising 10. Legacies and in Memoriam Giving 11. Community Fundraising 12. Corporate Fundraising 13. Trust and Foundation Fundraising 14. Digital Communications 15. Fundraising in Social Media 16. Managing Fundraising Teams 17. Fundraising Team Dynamics 18. Leading Fundraising Teams 19. Legal and Ethical Aspects of Fundraising Management
Adrian Sargeant is Professor of Fundraising and Nonprofit Marketing at Plymouth University, UK. He was formerly the first Hartsook Chair in Fundraising at the Lilly Family School of Philanthropy at Indiana University, USA. He holds visiting appointments at Avila University and the Australian Centre for Philanthropy and Nonprofit Studies at Queensland University of Technology in Brisbane, Australia.
Elaine Jay is a specialist in individual fundraising with over 20 years of experience. She has worked with a number of UK charities including the RSPCA, NSPCC and the Wildlife Trusts as well as with some of the main agencies serving the charity sector.
‘As well as being the core text for students of the Institute of Fundraising Certificate and Diploma in Fundraising, this book is simply a ‘must have’ in the library of any practising fundraiser, no matter how experienced. Featuring brand new chapters on Digital Communications and Social Media, the latest thinking on donor behaviour and a plethora of case study material, this new edition is bang up to date with the very latest best practice.’ - Paul Marvell, Director of Professional Development and Membership, Institute of Fundraising
‘No other book provides such an authoritative, clear and interesting overview of all the key issues and debates in fundraising. This is the only core text that I recommend to my students and I am grateful to Adrian Sargeant and Elaine Jay for updating this book so that it covers all of the newly emerging issues affecting those who practice and study fundraising.’ - Dr Beth Breeze, Director, Centre for Philanthropy, University of Kent
‘Fundraising Management is absolutely the first go-to for the fundraiser moving into management. The case studies are inspiring, the academic theory sound and, most of all, it provides all the essential check-lists one needs to create plans and to manage teams and fundraising programmes effectively. The structure, level of detail and precision of analysis give the answers to almost any strategic challenge or opportunity a fundraising manager will face. The examples show how the very best have overcome their challenges and seized their opportunities. Fundraising Management is a crystal clear guide, essential reading for the ambitious fundraiser.’ - Alan Clayton, Creative Director, Revolutionise Clayton Burnett