Relationship Fundraising: A Donor-Based Approach to the Business of Raising Money

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John Wiley & Sons, Oct 31, 2002 - Business & Economics - 384 pages
Internationally acclaimed fundraising consultant Ken Burnett has completely revised and updated his classic book Relationship Fundraising to offer fundraising professionals an invaluable resource for learning the techniques of effective communication with donors in the twenty-first century. Filled with illustrative case histories, donor profiles, and more than two hundred action points, this groundbreaking book shows fundraisers how to
  • Implement creative approaches to relationship-building fundraising
  • Avoid common fundraising errors and pitfalls
  • Apply the vital ingredients for fundraising success
  • Build good relationships through marketing
  • Achieve a greater understanding of their donors
  • Communicate effectively with donors--using direct mail, the press, television, the telephone, face-to-face contact, and more.
  • Prepare for the challenges of twenty-first century fundraising
 

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Contents

1 Much More Than Raising Money
1
2 Proud to Be a Fundraiser
13
3 The Essence of Good Fundraising
27
4 The Vital Ingredients for Success
37
5 Understanding Your Donors
61
6 Learning from Recent Research
83
7 Avoiding Common Errors and Pitfalls
95
8 Building Better Friendships Through Marketing
127
10 Keeping in Touch with Your Donors
185
11 Creative Approaches to Relationship Building
223
12 Bequest Marketing The Last Great Fundraising Opportunity
247
13 Keeping Up with Change
275
14 Fundraising for the TwentyFirst Century
311
Glossary
335
Bibliography
339
Index
343

9 Making and Keeping Friends
155

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About the author (2002)

KEN BURNETT is a lecturer and consultant on fundraising and communications for nonprofit organizations worldwide. He is a director of Burnett Works Limited, The White Lion Press Limited, and Team Mailing Limited and is also chairman of the board of trustees for ActionAid—Britain's third largest international development agency. Burnett speaks at seminars and workshops throughout the world and has written or cowritten three books on fundraising communications and marketing, including Friends for Life: Relationship Fundraising in Practice (1996). Ken Burnett can be reached at www.kenburnett.com.

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