Fundraising Management: Analysis, Planning and Practice
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.
About Adrian Sargeant and Jayne George
Adrian Sargeant is co-director and professor of fundraising at the Institute for Sustainable Philanthropy, and formerly the first Hartsook Chair in Fundraising at Indiana University’s Lilly Family School of Philanthropy.
Jayne George is Fundraising, Marketing and Media Director at the Royal National Lifeboat Institution. She has worked as a fundraiser for 30 years at Save the Children, The Children’s Society, the RNLI and Guide Dogs, and is a voluntary trustee of Weldmar Hospice, Make-A-Wish UK, and The Murray Parish Trust.
The original edition was published in 2004 and was edited by Adrian Sargeant and Elaine Jay.
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