Fundraising Management ─ Analysis, Planning and Practice

Applying the principals of marketing to non-profit organizations and the fundraising sector is vital for the modern fundraiser that wants to increase profitabilty and diversify their fundraising efforts in this challenging industry. This comprehensive how-to guide provides a thorough grounding in the principles underpinning professional practices and critically examines the key issues in fundraising policy, planning and implementation.

This new edition of Fundraising Management builds on the successful previous editions by including modern perspectives on organizational behaviour, extended coverage of digital fundraising and donor behaviour, including an examination of group influences on behaviour, and a new chapter on the use of social media for supporter engagement and retention.

Combining scholarly analysis with practical real life examples, Fundraising Management has been endorsed by the Institute of Fundraising, and is mapped to the Certificate in Fundraising Management, making it the definitive guide to best practice both in the UK and globally. This is a clear, problem-solving guide that no fundraising student or professional should be without.

Adrian Sargeant is Professor of Fundraising and Nonprofit Marketing at Plymouth University, UK. He was formerly the first Hartsook Chair in Fundraising at the Lilly Family School of Philanthropy at Indiana University, USA. He holds visiting appointments at Avila University and the Australian Centre for Philanthropy and Nonprofit Studies at Queensland University of Technology in Brisbane, Australia

Elaine Jay is a specialist in individual fundraising with over 20 years of experience. She has worked with a number of UK charities including the RSPCA, NSPCC and the Wildlife Trusts as well as with some of the main agencies serving the charity sector