Fundraising Principles and Practice - 3rd Edition by Adrian Sargeant & Jen Shang (Hardcover)

About the Book

"The text is structured in four sections. In the first we begin by providing an overview of the development of the profession and defining the sector it serves. We then move on to consider donor behavior examining who gives, why people give and the social and environmental influences on that behavior. In our second section we focus on fundraising planning providing an overview of the planning and budgeting process. We will also examine how to assess fundraising activity and to appraise the potential for future fundraising investment. Our third section deals with what we term the methods of fundraising, examining various direct response media, digital fundraising and then major gifts, bequest/planned giving and corporate/grant fundraising. We will also examine the critical topic of how to build supporter loyalty and retention. The fourth and final section of the text looks at topics related to fundraising management including the recruitment, management and retention of volunteers. This new edition also offers a chapter on the Great Fundraising project that began in 2012, tracking the characteristics of the leaders that have grown great fundraising, their leadership styles, what they choose to focus on (in achieving great fundraising) and how they think about solving their fundraising problems."--

Book Synopsis

Adopt an organized approach to fundraising planning

In it's third edition Fundraising Principles and Practice is a unique resource for students and professionals seeking to deepen their understanding of fundraising in the current nonprofit environment. Based on emerging research in economics, psychology, social psychology, and sociology, this book comprehensively analyzes the factors that impact the fundraising role in the nonprofit sector. Readers will explore donor behavior, decision making, and social influences on giving. Building upon that background, authors Adrian Sargeant and Jen Shang then describe today's fundraising methods, tools, and practices. A robust planning framework helps you set objectives, formulate strategies, create a budget, schedule, and monitor activities, with in-depth guidance on assessing and fine-tuning your approach.

With updated case studies and examples, this book helps you develop a concrete understanding of the theory and principles of fundraising. A companion website offers additional opportunity to deepen your learning and assess your knowledge. Updates to this Third Edition include the latest research and new content in rapidly changing areas of fundraising, such as digital and social media.

• Learn the common behaviors and motivations of donors
• Master the tools and practices of nonprofit fundraising
• Manage volunteers, monitor progress, evaluate events, and more

Fundraising Principles and Practice provides working nonprofit professionals, as well as postgraduate students studying fundraising, with a comprehensive guide to all aspects of the field, including in-depth coverage of today's most effective approaches.

From the Back Cover

A complete course on the latest theories, methods, and tools for nonprofit fundraising

Fundraising has become a career specialty, and those who are successful at it are among the most in-demand in the nonprofit world. Great fundraisers make an organization's mission possible, and Fundraising Principles and Practice covers the essential information you need to help your organization succeed. In particular, you'll gain a foundation of knowledge in the areas of donor psychology, the role of emotion in outreach efforts, and social influences on individual giving behavior. By analyzing current research in these areas, the authors provide evidence-backed instruction on all aspects of the art of fundraising.

This unique textbook offers complete coverage of the topics current and future fundraisers need to know, including digital fundraising, major gifts, planned giving, direct response, grants, corporate fundraising, and donor retention, with an integrated pedagogical approach that facilitates active learning. Now in its Third Edition, this remains the go-to instructional text on raising funds for nonprofit organizations.

About the Author

ADRIAN SARGEANT is the Co-Director of the Institute for Sustainable Philanthropy in the U.K. Professor Sargeant is widely regarded as the leading academic authority on fundraising.

JEN SHANG is the world's only Philanthropic Psychologist. She is currently Co-Director at the Institute for Sustainable Philanthropy in the U.K.