September 5, 2002 | Read Time: 1 minute
Relationship Fundraising: a Donor-Based Approach to the Business of Raising Money
by Ken Burnett
Fund raising is more art than science, this book asserts, and it cannot be effective if donors are treated simply as records in databases and names on envelopes.
Ken Burnett, a London-based lecturer and fund-raising consultant, describes the concept of “relationship fund raising”: an approach that focuses on creating a close connection between a nonprofit organization and each of its supporters, with every interaction geared toward making sure donors know they are important and appreciated.
“Donors often resent the repeated process of being asked for money with precious little offered in return,” Mr. Burnett says. “They dislike being written to by a marketing machine and regard the transparent techniques of direct mail and telephone appeals as little short of deliberate deception.”
The author’s approach involves actions that may seem unnecessary on the surface, such as quickly answering every letter, responding to criticism, and acknowledging every donation, however small.
Mr. Burnett discusses concerns that motivate donors, common communication pitfalls, and nine pointers on building relationships, which include replying promptly to any request, initiating regular, planned communication, and keeping donors involved by asking for their opinions, contributions, and suggestions for improvement.
Chapters, which include case studies and sample donor profiles, cover creative approaches to relationship building, marketing strategies, and research on potential donors.
Publisher: Jossey-Bass, 989 Market Street, San Francisco, Calif. 94103-1741; (415) 433-1740 or (800) 956-7739; fax (415) 433-0499 or (800) 605-2665; http://www.josseybass.com; 350 pages; $34; I.S.B.N. 0-7879-6089-6.
