Overview

Do you lurch from one fundraising campaign to the next, or are you able to step back and take the long view? The way you approach fundraising can make all the difference to your charity's success and its ultimate survival. The prudent fundraiser has to have a strategy in place that is both robust and dynamic, and this book will set you on the path to achieving that. Grounded in robust theory but with the needs of practitioners at its heart, this book will be your indispensable aid. It shows you how to: * Understand the internal and external fundraising environment * Identify your strategic objectives and key audiences * Structure your tactics * Track, measure and control your plan * Avoid strategic wear-out With additional insights around contemporary issues and advice on how to establish an ethical framework for your fundraising, this guide is a pre-requisite for all fundraising professionals.

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9781784820541

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Reviews

'This is a really welcome guide to the elements of creating and implementing a fundraising strategy, filled with useful and practical tools to create a fundraising plan grounded in insight. The content on fundraising ethics, inclusion and diversity, and emergent and agile strategy makes this book incredibly relevant in today's changing fundraising landscape.' Katie Simmons, Director of Fundraising Strategy, British Red Cross

Author Information

Claire Routley has worked in fundraising for fifteen years for a number of different charities, ranging from a local hospice to Age UK. Claire is now a consultant specialising in legacy and in-memory fundraising and is an in-demand speaker at conferences across the UK. She is a fellow of The Chartered Institute of Fundraising where she is also is a tutor and examiner. Claire holds the world's first PhD in Legacy Marketing and is also a chartered marketeer.

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