Effective Fund-Raising Management

Effective Fund-Raising Management

Effective Fund-Raising Management

Effective Fund-Raising Management


In a ground-breaking departure from existing works, almost all of which are how-to manuals based on anecdotal evidence, this is the first academic textbook on fund raising. By integrating practical knowledge with social science theory and research, it presents a comprehensive approach to the function, from its legal and ethical principles to the managerial process by which gifts are raised. Territory previously uncharted in the literature is explored, such as the historical and organizational contexts of contemporary practice. Explanations of programs, techniques, and publics introduce a new system for understanding fund raising's major concepts. Unlike efforts in established fields, most of the material represents original scholarship undertaken to produce a first-time text. The book's main purpose is to teach students about fund raising--a high-demand, high-paying occupation that will continue to expand into the 21st century as the need for trained practitioners exceeds the supply. During the last decade, fund-raising education moved into the formal classroom and away from an apprenticeship tradition of senior practitioners mentoring newcomers. Yet until now, there has not been a textbook to support this evolving professionalism. Faculty have been reluctant to define fund raising as an academic subject in the absence of a theory-based teaching resource, and courses usually have been assigned to part-time instructors hired from the practice. This textbook addresses the void. It is designed for graduate and upper-level undergraduate courses dealing with fund raising as a primary or secondary subject. Among its features, each chapter points out research gaps and opportunities--such as problems and theories for master's theses and doctoral dissertations--and ends with a list of suggested readings. The text is appropriate for the diverse academic areas in which fund raising, nonprofit management, and philanthropy are taught, including public administration, management, arts and humanities, education, social work, economics, and sociology. Because of its public relations orientation, it is particularly suited for courses offered in that discipline. Additional audiences are practitioners enrolled in professional development programs; CEOs, trustees, and others interested in self-study; and scholars who need serious literature on the subject. PROFESSIONAL PROMO PIECE COPY.............. Recently, the field of fundraising seems to have taken a giant step backward. Rather than conducting principled efforts to support common political, educational, financial, or social causes, the entire process is making headlines as a venue offering opportunities for influence peddling, corruption and self-promotion. The need for a guide to ethical fund-raising management is greater than ever. Effective Fund-Raising Management addresses this need. The most successful fundraisers understand why certain practices are more effective than others. What works in one situation may not work in another similar--but slightly different--situation. That is why theoretical understanding is vital to fundraising professionals. To be an expert practitioner, one must have have enough theoretical understanding to adapt one's practice to a variety of situations. That is the purpose of Effective Fund-Raising Management--to provide the underlying theoretical and conceptual understandings that enable an effective practitioner to become an expert practitioner. Indispensable to fund-raising professionals, this invaluable resource:
• reviews the entire scope of the fund-raising profession-- from its historical antecedents to the current legal, ethical, organizational, and theoretical principles underlying its practice today;
• provides concise definitions and explanations of the fund-raising process and its position within the field of public relations;
• links effective fund-raising practices to ethical consid


With this volume, Kathleen Kelly, who long ago staked out fund raising as her scholarly niche, brings definition and substance to this century-old but still amorphous vocation. The first textbook designed to support academic courses on fund raising--now taught in some 60 colleges and universities--Effective Fund-Raising Management will do much to advance the ethics and expertise of tomorrow's army of fund raisers. It will be equally valuable for today's professionals who, for the most part, have risen to their positions by serving an apprenticeship under others who came up the same way.

It is somewhat of a puzzle that it has taken this long to develop a sound guide to the management of fund raising. Although Kelly's book represents a great deal of original research, its extensive references and the suggested readings demonstrate that scholarship and commentary on philanthropy and fund raising have ballooned since historian Merle Curti's pioneering Philanthropy Project of the early 1960s. Curti and his colleagues rescued this field from the limbo of scholarly neglect. My history of U.S. fund raising was one of the results of that project, financed by the Ford Foundation.

Kelly's text is a successful blend of practical "know how" and the theory that undergirds it. Divided into three parts--the Practice, the Principles, and the Process, Programs, and Publics--it is an all-encompassing work. Some students are likely to question the strong emphasis on theory in a textbook, but we older hands know that theory is the most practical contribution an author can make to any field.

A major contribution of the text is to define and delineate the fund-raising process. Using the acronym ROPES, Kelly sees the process as starting with Research, defining Objectives, outlining Programming from this base, Evaluating the work done, and finally assessing the Stewardship of the funds raised. In time, I predict that this will become the standard operating procedure of fund raising.

Two other major contributions of this volume are the timely chapters on the legal and ethical contexts of fund raising. Underscore timely because 1997 brought us an unceasing parade of headlines and endless investigations of alleged illegal, improper, or at the least, unethical fund raising. The accumulation of scandals and the abuses of paid solicitors have long created a certain amount of mistrust of this vocation and of the organizations it supports. This is not new. I devoted a chapter to "The Cheats in Fund Raising" in my 1965 history. The situation has only grown worse in recent years.

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