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

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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.

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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: 485,376
  • 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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