Most of us could do with a bit more money to fund a personal project and organizations are exactly the same. Successful fundraising is a key component to ensure survival and growth within an increasingly demanding and competitive marketplace.
'Fundraising Management: Analysis, Planning and Practice' applies the principles of marketing to non-profit organizations. However, there are also lessons here for other business sectors within the Bahamas that wish to grow by enhancing their fundraising success.
The co-authors are Adrian Sargeant, a Professor of Fundraising and Non-profit Marketing at Plymouth University (UK) and formerly the Chair in Fundraising at Indiana University (USA); and Elaine Jay who is a specialist in individual fundraising with over 20 years of experience with several leading UK charities.
What they have produced is a comprehensive guide highlighting the principles underpinning the key issues in fundraising policy, planning and implementation. This also includes digital fundraising and the use of social media for supporter engagement and retention; in addition to:
o Targeted marketing research to maximize limited resources;
o Effective strategic planning;
o How to recruit donors
o Community and corporate fundraising;
o How to successfully manage teams;
o Developing effective leadership skills;
o Legal/ethical aspects of fundraising and financial management.
All gripping stuff! But many of these disciplines are directly transferrable to other Bahamian businesses and organizations across the Caribbean.
This analysis is underpinned with practical real life examples and case studies including companies as diverse as Greenpeace and the American Cancer Society. 'Fundraising Management: Analysis, Planning and Practice' has also been endorsed by the UK Institute of Fundraising and is considered among the most definitive guides on best practice.
You may be familiar with an old saying which states that 'charity begins at home.' However, as a charity board member myself, I can confirm that you will only become successfully with effective, persuasive and targeted fundraising that convinces people to part with their hard earned cash.
o 'Fundraising Management: Analysis, Planning and Practice' by Adrian Sargeant and Elaine Jay is published by Routledge.
Keith Appleton JP, BA (Hons), N.Dip.M, MInstLM has extensive experience within an academic, managerial and strategic leadership role. He is a member of the UK Institute of Leadership & Management and can be contacted at KeithAppleton@Hotmail.co.uk.
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