# The Forgotten Foundations of Fundraising

- Link: https://fundraising.co.uk/books/the-forgotten-foundations-of-fundraising/
- Published: 2019-03-29T09:03:00+00:00
- Author: Howard Lake

**Practical Advice and Contrarian Wisdom for Nonprofit Leaders.**

Jeremy Beer and Jeff Cain, cofounders of American Philanthropic, a leading consulting
firm for nonprofit organizations, offer practical lessons and unconventional wisdom
for both nonprofit leaders and novices in the art and science of raising money. 
Drawing upon a wealth of experience, deploying an army of anecdotes, and using eye-
opening American Philanthropic survey data, the authors provide a brisk, irreverent,
and supremely useful introduction to fundraising for charities and nonprofits.

The book explains the hows and whys of a variety of fundraising techniques, from
direct mail to planned giving programs. It explores the benefits and pitfalls of
prospect research, the keys to donor retention, and the essential elements of a 
healthy nonprofit culture. It gives insightful advice on making personal meetings
count, soliciting foundations, and training young fundraisers.

And it does so with sprightly prose and sharp observations.

Expertly deflating the pretensions of those who would make fundraising a bureaucratic
and esoteric profession, Beer and Cain elucidate the practical knowledge and relationship
skills that still matter more than anything else.

They make an impassioned plea for the importance of civil society to American democracy
and build a compelling case for fundraising as an honourable component of a healthy
civic culture. Philanthropy is not about bottom lines and return on investment—successful
fundraisers provide a platform for donors to affirm their ideals, values, and morals.

Fundraising is serious, but learning about it needn’t be a chore. _The Forgotten
Foundations of Fundraising_ is at once eminently practical and absolutely delightful.

## About the authors

**Jeremy Beer** is the cofounder and CEO of American Philanthropic, where he has
helped more than 300 nonprofits fundraise. He is the author of _The Philanthropic
Revolution: An Alternative History of American Charity._

**Jeffrey Cain** is a founding partner of American Philanthropic, a former executive
in the nonprofit and philanthropic community, and is currently CEO of CrossFit, 
Inc. He is the author of _Protecting Donor Intent: How to Define and Safeguard Your
Philanthropic Principles._

## Reviews

“If you think fundraising is just a mechanical process of stock letters and robotic
phone calls, you need the de-programming that this book can instil. Jeremy Beer 
and Jeff Cain know this important work inside and out. As they explain, the most
successful fundraising efforts are thoughtful, personal, and strategic. Funders 
should be seen as friends and partners, not ATMs.”
**Lawrence W. Reed,** Foundation
for Economic Education