Relationship Fundraising: A Donor-Based Approach to the Business of Raising Money / Edition 2

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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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Editorial Reviews

From the Publisher
"This is an excellent book for those of you new to the field of fundraising and the nonprofit world in general." (, December 20, 2002)
Fundraising consultant Burnett presents a guide to fundraising for nonprofit organizations. His philosophy is based on understanding the wants and needs of the donor and achieving trust through communication. The strengthening of relationships through involving the donors in the work of the organization or otherwise rewarding them is discussed. The possibilities for bequest marketing are also explored. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9780787960896
  • Publisher: Wiley
  • Publication date: 8/28/2002
  • Series: Jossey-Bass NonProfit and Public Managem
  • Edition description: REV
  • Edition number: 2
  • Pages: 384
  • Sales rank: 635,526
  • Product dimensions: 6.46 (w) x 9.11 (h) x 1.31 (d)

Meet the Author


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

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Table of Contents

Foreword (Jennie Thompson).

Preface to the Second Edition.


The Author.

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.




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