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Raising money in the competitive nonprofit world means building strong, lifelong relationships with donors through effective, appropriate marketing and communication. Fundraisers everywhere know the importance of developing effective marketing and communication skills, but the right tools and advice are often hard to find. Relationship Fundraising offers an accessible, timely guide to the benefits of applying relationship marketing methods in the fundraising arena.
In this expanded and revised second edition, international fundraising consultant Ken Burnett identifies successful techniques for marketing to donors, emphasizing the need to establish mutually rewarding relationships with contributors. Burnett not only helps readers better understand the concerns that motivate donors but also identifies the professional qualities that advance all successful fundraising efforts. Fundraisers will learn how pride in their profession can reap big and regular gifts from donors, how to avoid the most common communication pitfalls, how to apply recent consumer research to daily fundraising practice, and how donor-centered outreach can encourage givers to invest in an organization for the long term. Illustrative case studies, donor profiles, and more than two hundred action points help readers quickly and conveniently convert theory into practical relationship fundraising.
Relationship Fundraising is an invaluable resource for anyone concerned with effective marketing for social service groups, universities, campaigning organizations, arts groups, or any nonprofit organization that depends on public support to achieve its mission.
Foreword (Jennie Thompson).
Preface to the Second Edition.
1. Much More Than Raising Money.
2. Prouvéd to Be a Fundraiser.
3. The Essence of Good Fundraising.
4. The Vital Ingredients for Success.
5. Understanding Your Donors.
6. Learning from Recent Research.
7. Avoiding Common Errors and Pitfalls.
8. Building Better Friendships Through Marketing.
9. Making and Keeping Friends.
10. Keeping in Touch with Your Donors.
11. Creative Approaches to Relationship Building.
12. Bequest Marketing: The Last Great Fundraising Opportunity.
13. Keeping Up with Change.
14. Fundraising for the Twenty-First Century.