Overview

This text is the first truly comprehensive guide to fundraising management, uniquely blending current academic knowledge with the best of professional practice. Much more than a how-to guide, the text is grounded in the critical issues of fundraising to provide readers with a comprehensive overview of modern fundraising planning and practice. The authors offer key analysis of the critical issues of fundraising as well as tools for the practical side of planning fundraising campaigns. Topics covered include:- Individual giving Trusts and foundations Corporate fundraising Direct marketing Community marketing Campaign Integration The text includes examples and cases from both the UK and the US, bringing the theory to life. Campaigns discussed include high-profile examples from companies as diverse as RSPCA, Greenpeace, Barnados and the American Cancer Society. In addition, the text works through the planning stages of fundraising to give readers a rounded understanding of fundraising management. A truly groundbreaking new text in this area, Fundraising Management is essential reading for students of fundraising and nonprofit professionals alike.

Full Product Details

Author:   Elaine Jay ,  Adrian Sargeant (Plymouth University, UK)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   New edition
Dimensions:   Width: 17.40cm , Height: 1.90cm , Length: 24.60cm
Weight:   0.726kg
ISBN:  

9780415317023

ISBN 10:   0415317029
Pages:   368
Publication Date:   19 February 2004
Audience:   College/higher education ,  Professional and scholarly ,  General/trade ,  Tertiary & Higher Education ,  Professional & Vocational
Replaced By:   9780415451543
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

1. The History and Development of Fundraising Practice Part 1: The Fundraising Planning Process 2. Fundraising Planning: The Fundraising Audit 3. Marketing Research for Fundraising 4. Strategic Planning: The Fundraising Plan Part 2: Fundraising From Individuals 5. Understanding Giving 6. Donor Recruitment 7. Donor Development 8. Major Gift Fundraising 9. Planned and Legacy Giving 10. Community Fundraising Part 3: Corporate/Trust Fundraising 11. Corporate Fundraising 12. Trust/Foundation Fundraising 13. Branding and Campaign Integration Part 4: Critical Issues in Fundraising 14. The Rise of New Electronic Channels 15. Outsourcing - Agency/Consultancy Support 16. Benchmarking and Metrics 17. Legal and Ethical Aspects of Fundraising Management

Reviews

'A serious book by serious authors. The academic rigour of its analysis and thinking is underpinned by the most comprehensive research. At the same time, Fundraising Management is eminently readable and is crammed full of practical tools and models. Required reading for anyone who is or who aspires to be a senior fundraising manager.' - Giles Pegram, Director of Fundraising, NSPCC

Author Information

Adrian Sargeant is Professor of Nonprofit Marketing at Henley Management College and the University of the West of England. He is Chair of the Centre for Voluntary Sector Management and an Adjunct Professor of Philanthropic Studies at the Center on Philanthropy at Indiana University. Elaine Jay is a Fundraising Consultant and Director of Sargeant Associates Ltd. She has extensive experience of both the agency and the client side of fundraising in a career that now spans over 15 years.

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