Fundraising Management: Analysis, Planning and Practice

ISBN-13: 9780415831581 / Angielski / Miękka / 2014 / 440 str.

USA) Sargean Adrian (Institute for Sustainable Philanthropy

Opis

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.

Spis treści

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

O autorze

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.