614 Pages 18 B/W Illustrations
    by Routledge

    614 Pages 18 B/W Illustrations
    by Routledge

    The Fundraising Reader draws together essential literature establishing a one-stop body of knowledge that explains what fundraising is, and covers key concepts, principles and debates. The book shines a light on the experience of being a fundraiser and answers an urgent need to engage with the complexities of a facet of the non-profit sector that is often neglected or not properly understood.

    This international compilation features extracts from key writing on fundraising, with a comprehensive contextualising introduction by the editors. Uniquely, this Reader shares conflicting positions relating to age-old and current debates on fundraising: Is fundraising marketing? Should donors or the community be front and centre in fundraising? How can fundraisers deal with ethical dilemmas such as ‘tainted’ donors and money? Best practice and future trends are also covered, including the impact of new technologies and responding to demands for greater diversity, inclusion, and equity in fundraising teams.

    This Reader is for those who seek to further develop their own understanding of fundraising, and it provides an invaluable resource for academic courses and professional training.



    Introduction: Thinking About Fundraising


    Section 1: What is Fundraising?

    Editors’ Introduction

    1.1 What is Fundraising?

    • Beth Breeze, What is Fundraising and Why Does it Matter?
    • Henry A. Rosso, A Philosophy of Fundraising
    • Lilya Wagner, What is Fundraising? A USA Perspective
    • Jeanne Harrah-Conforth and John Borsos, Is Professional Fundraising a Job or a Vocation?

    1.2 Historical Perspectives on Fundraising

    • Redmond Mullin, Two Thousand Years of Disreputable History
    • Scott Cutlip, The Deep Roots of Fundraising

    1.3 Misunderstandings of Fundraising

    • Booker T. Washington, I Am Not a Beggar
    • Russell N. James III, Fundraising is Not Sales
    • Richard D. Waters (2016) Fundraising is Communication, Not Marketing
    • Arthur C. Brooks (2014) Why Fundraising is Fun
    • Sasha Dichter (2008) In Defence of Fundraising


    Section 2: Foundations of Fundraising Success

    Editors’ Introduction 

    2.1 Some Fundraising Basics

    • James Gregory Lord, People give to People
    • Michael J. Worth, Introducing Programmes, Methods and Process
    • Harold Seymour, The Laws of Raising Money
    • Thomas E. Broce, The Nine Cardinal Principles of Fundraising
    • Irina Menshenina, First Steps in Fundraising – a Russian Perspective

    2.2 Engaging the Whole Organisation in Fundraising

    • Susan Kay-Williams, The Evolution of Fundraising Practice
    • Simone Joyaux, Involving Your Board Members in Fund Development
    • Redmond Mullin, The Fundraising Cycle: The Shortest Book on Fundraising, Ever

    2.3 Developing a Constituency of Support

    • Henry A. Rosso, Developing a Constituency: Where the Fundraising Begins
    • Kim Klein, Grassroots Fundraising: You Already Know All the People You Need to Know to Raise All the Money You Want to Raise
    • Rona Fernandez, Fundraising in Your Own Back Yard: Inviting Clients to be Donors
    • Tony Elischer, Rediscovering and Climbing the Donor Pyramid

    2.4 Vital Ingredients for Success

    • Ken Burnett, Relationship Fundraising
    • Timothy L. Seiler, Articulating a Case for Support
    • Janice Gow Pettey, Cultivating Diversity in Fundraising


    Section 3: Understanding Fundraising Practice

    Editors’ Introduction

      1. Fundraising Planning, Strategy and Campaigns

    • Claire Routley and Richard Sved, Creating and Implementing a Fundraising Strategy
    • Mal Warwick, The Five Strategies for Fundraising Success
    • Adrian Sargeant and Jayne George, The Fundraising Audit
    • Kathleen Kelly, Understanding Fundraising Campaigns

    3.2 Working with Major Gifts

    • William Sturtevant, The "Stop and Think" Major Gift
    • Angela Cluff, Dispelling the Myths about Major Donor Fundraising
    • Russell N. James III and Claire Routley, Legacy Fundraising: Let’s Not Talk of Death
    • Tobias Jung, Jenny Harrow and Diana Leat, What is a Philanthropic Foundation?
    • Elin Lindström and Joe Saxton, Hallmarks of a Great Grant Application

    3.3 Working with Many Gifts

    • Roger Bennett, Relationship Marketing and Branding Analysed
    • Nina Botting Herbst and Lianne Howard-Dace, Community Fundraising, a Jewel in the Crown
    • Pauline Carter, The Pros and Cons of Special Events
    • Tom Ahern, How to Make your Writing Interesting
    • Cassandra M. Chapman, Barbara M. Masser and Winnifred R. Louis, The Champion Effect in Peer-to-Peer Fundraising

    3.4 Working with Corporate Donors and Partners

    • Dwight F. Burlingame and Adrian Sargeant, What, Why and How do Companies Give?
    • Andrew Peel, Corporate Partnerships: No Cash Cow
    • Darian Rodriguez Heyman, Seven Tips for Securing Corporate Sponsorship

    Section 4: Fundraising Theory and Ethics

    Editors’ Introduction 

    4.1 Theories in Fundraising

    • Ruth Hansen, Theory in Fundraising
    • Abhishek Bhati and Ruth Hansen, Testing Fundraising Practices and Techniques
    • Pamala Wiepking, Understanding Individual Donors
    • Jonathan Meer, Are Overhead Costs a Good Guide for Charitable Giving?
    • Jon Dean and Rachel Wood, Conflicts and Strategies of Eliciting Emotions for Fundraisers
    • Abhishek Bhati and Angela Eikenberry, A Critical Fundraising Perspective: Understanding the Beneficiary Experience

    4.2 Ethics in Fundraising

    • Ian MacQuillin, Rights-Balancing Fundraising Ethics
    • Michael O’Neill, Fundraising as an Ethical Act
    • Marilyn Fischer, The Color of Ethics
    • Barbara Marion, Decision Making in Ethics
    • Michael J. Rosen, Doing Well by Doing Right: A Fundraiser’s Guide to Ethical Decision-Making
    • Michael Moody and Michael Pratt, Tainted Money and Tainted Donors

    4.3 Donor, Fundraiser, and Beneficiary Rights

    • James M. Greenfield, A Donor Bill of Rights
    • Amelia Garza and Jennifer T. Holmes, The Fundraiser Bill of Rights
    • Anne Bergeron and Eugene R. Tempel, Ethical Fundraising and Beneficiary Rights


    Section 5: Being a Fundraiser

    Editors’ Introduction

    5.1 Who Raises Funds for a Living?

    • Kim Klein, Why More People Should Choose a Career in Fundraising
    • Elizabeth Dale, Why is Fundraising Seen as Women’s Work?
    • Genevieve G. Shaker, Are Fundraisers Philanthropic?

    5.2 What Do Fundraisers Do?

    • Beth Breeze, Fundraising as Emotional Labour and Gratitude Work
    • Joseph T. Mixer, Getting to ‘Yes’ and Dealing with ‘No’
    • James Hodge: Living For, or Off, Philanthropy?

    5.3 The Ideal Fundraiser

    • Margaret A. Duronio and Eugene R. Tempel, What are the Best Fundraisers Like?
    • Jerold Panas, What Makes an Ideal Fundraiser?
    • Lisa Greer, A Major Donor’s View on Good Communication for All Donors

    5.4 The Challenge of Being a Fundraiser

    • Jason Lewis, Fundraising’s Identity Crisis
    • Erynn E. Beaton. Megan LePere-Schloop and Rebecca Smith, Fundraisers’ Experiences of Sexual Harassment
    • Fatou Jammeh, My Love for Philanthropy as a Black Fundraiser
    • Roger Bennett and Sharmila Savani, Finding New Fundraising Ideas
    • Cassandra M. Chapman, Winnifred R. Louis, Barbara M. Masser and Emma F. Thomas, Neglected Fundraisers in the Charitable Triad

    Section 6: Trends and Debates about Making Fundraising Better

    Editors’ Introduction

    6.1 Moving to a Mission-Aligned Fundraising Culture

    • Cynthia Gibson, Culture Eats Strategy for Breakfast
    • Armando E. Zumaya, We Must Invest in Fundraising to Make it Inclusive
    • Niambi Martin-John, Unlocking My Authentic Voice
    • Vu Le, Answers on Grant Proposals if Nonprofits Were Brutally Honest with Funders

    6.2 Donor-centric or Community-centric Fundraising?

    • Russell N. James III, The Donor is the Hero of the Story
    • Vu Le, How Donor-Centrism Perpetuates Inequity

    6.3 Continuity and Change in Fundraising Approaches

    • Jeff Brooks, Direct Mail: Dead, or More Alive Than Ever?
    • Gemma Bull and Tom Steinberg, Modern Grantmaking for Grant Seekers
    • Danielle Vance-McMullen and Daniel Heist, Donor Advised Funds: An Important New Player in the Fundraising Landscape

    6.4 The Impact of Science and Technology

    • Madeleine Croucher, Meredith Niles, Omar Mahmoud and Bernard Ross, Using Behaviour Science to Nudge Donors: Does it Work and is it Ethical?
    • Claire van Teunenbroek, What is the Potential of Crowdfunding?
    • Beth Kanter and Allison Fine, How Artificial Intelligence Can Help Unlock Generosity
    • Mervi Pantti, Using YouTube for Disaster Fundraising Appeals

    6.5 Trends and Predictions

    • Penelope Cagney and Bernard Ross, Seven Trends to Watch
    • Mal Warwick, Surviving the Next Financial Crisis

    Carolyn Cordery, Karen A. Smith and Harry Berger, What Will Fundraising Look Like in 2045?


    Beth Breeze is the Director of the Centre for Philanthropy at the University of Kent, UK. Beth worked for a decade as a fundraiser and charity manager before her current role in which she leads a programme of research and teaching on all aspects of fundraising, philanthropy and charitable giving.

    Donna Day Lafferty is a Senior Lecturer at the University of Chichester, UK. She has worked as a professional fundraiser and project manager since 1997, and now combines this with her academic role. She is the founder of the world’s first undergraduate degree dedicated to non-profit fundraising, Charity Development BA (Hons.), launched in 2014.

    Pamala Wiepking is the inaugural Stead Family Chair in International Philanthropy at the Indiana University Lilly Family School of Philanthropy, where she teaches Principles and Practices of Fundraising in the online Masters program. She is also the inaugural Professor of Societal Significance of Charity Lotteries at the Center for Philanthropic Studies at VU Amsterdam.