# Cracking Generosity

- Link: https://fundraising.co.uk/books/cracking-generosity/
- Published: 2024-07-24T10:30:00+01:00
- Author: Howard Lake

**How to build a nonprofit fundraising enterprise powered by citizen generosity**

Following a career of running his own businesses and sales and marketing in the 
corporate sector, Malcolm Sproull has dedicated his life to figuring out better 
ways to enthuse more nonprofits to embrace the power of citizen generosity to fund
their vital missions.

In Cracking Generosity, Malcolm applies his profit-motivated money-making experience
from both the commercial and social sectors to guide nonprofits in how to build 
fundraising enterprises designed to be sustainable and highly profitable well into
the future.

Cracking Generosity reveals knowledge that was once more widely understood by members
of Malcolm’s grandparents’ generation. A time when it seemed more people integrated
intentional generosity into their money-making lives. But its lessons and the potential
income increases for any nonprofit remain equally applicable in this day and age.

Sproull’s book cover lists some of the key sources of his insight, with lessons 
from:

 * one grandmother
 * 10 nonprofits/charities
 * thousands of generous people

Malcolm lives in New Zealand which is one of the most generous countries in the 
world in terms of money donated to charitable organisations by its citizens. Based
on his study of ten New Zealand nonprofits over 20 years, along with consulting 
to numerous others, Cracking Generosity holds gems for any person anywhere in the
world involved with a nonprofit who wishes to see its mission thrive. In Cracking
Generosity Malcolm reveals that;

> “The idea there is some limited capacity that individuals and organisations have
> already reached preventing them from giving more money to charities than they 
> currently do is more delusion than truth. If you subscribe to this view, you have
> probably been misinformed.”