Table of Contents

Part 1 1. Two Thousand Years of Disreputable History 2. Different Traditions of Philanthropy 3. Fundraising as Marketing: Half a Truth is Better than None Part 2 4. Know Your Donors 5. The Culture of Elite Philanthropy 6. Measuring and Managing Donor Value 7. Fundraising Campaigns Part 3 8. Getting to Grips with the Demographics of Giving 9. Corporate Sponsorship and Partnerships 10. What Makes Foundations Tick? 11. When is the Price too High? Gaining Funding from Institutional Sources Part 4 12. Benchmarking Fundraising Performance 13. Fundraising Regulation: For Whom and by Whom? 14. Formulating an Income Strategy to Fund the Mission 15. Images in Fundraising 16. Formulating an Income Strategy to Fund the Mission

About the Author

The Open University, Milton Keynes, UK

Reviews

'One of the few genuinely thoughtful books on fundraising currently in print. This text moves beyond the simple 'how-to' and provides real insight into a variety of contemporary issues. Required reading for anyone serious about fundraising.' - "Adrian Sargeant, Robert F Hartsook Professor of Fundraising, Indiana University, USA" 'With increased competition for raising funds and the impact of regulatory requirements there is a demand for both professionalism and management education that goes beyond simple how to do it guides. This book is timely in meeting this need providing an innovative, exploratory and critical dialogue on most areas of fundraising including self regulation.' - "Professor Paul Palmer, Charities Course Director, Cass Business School " 'This book offers contributions from a range of leading authors in the fundraising field. There is no single view of fundraising, but its combination of work on different forms of fundraising, areas of fundraising research, and policy debates for the future will make it a key text for fundraising students.' - "Dr Gareth G Morgan, Course Leader - MSc Charity Resource Management, Sheffield Hallam University"