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Other titles in the Jossey-Bass Nonprofit and Public Management Series series:
Relationship Fundraising: A Donor Based Approach to the Business of Raising Money (Jossey-Bass Nonprofit and Public Management Series)by Ken Burnett
Synopses & Reviews
Learn to Build Relationships WITH YOUR DONORS!
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 a fast-changing environment. Filled with illustrative case examples, donor profiles, and more than two hundred action points, this groundbreaking book shows fundraisers how to
"Experienced volunteers and skilled practitioners realize that fundraising isn't about money, it is about relationships. Ken Burnett's observations, insights, and practical tips for building and sustaining relationships are superb. Highly readable, this book is a solid mix of sound theory and pragmatic application."
—Kay Sprinkel Grace, author, Beyond Fund Raising; coauthor, High Impact Philanthropy
"Ken Burnett is one of the world's leading practitioners of the art of raising money by mail. Many of us in the fundraising field speak about 'building relationships with donors,' but Ken has systematically developed the techniques to bring this ideal down to earth. This classic book lays them out for all to see. Relationship Fundraising is one of a handful of truly indispensable books that belong on every fundraiser's bookshelf."
—Mal Warwick, founder, Mal Warwick Associates; author, How to Write Successful Fundraising Letters and Ten Steps to Fundraising Success
"This is the book that sets the agenda for fundraising communications in the twenty-first century. Engaging, inspiring, and thought provoking, Relationship Fundraising is based on the unique twenty-five year experience of one of the world's most respected fundraisers."
—Bernard Ross, director, The Management Centre, London; author, Breakthrough Thinking for Nonprofit Organizations
Book News Annotation:
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 (booknews.com)
This resource identifies successful techniques for marketing to donors and emphasizes the need to build mutually-rewarding long-term relationships with contributors. The book is illustrated throughout with case histories, donor profiles and action points.
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.
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
About 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 www.kenburnett.com.
Table of Contents
Foreword (Jennie Thompson).
Preface to the Second Edition.
1. Much More Than Raising Money.
2. Proud 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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