The Zen of Fundraising

If all that has ever been said and written about the art and science of fundraising could be distilled down to just what really matters—what fundraisers everywhere need to know—there would be only a small number of true gems deserving of the description, “nuggets of information.”

Leading international fundraiser Ken Burnett, author of the classic Relationship Fundraising, has identified and defined 89 such nuggets which he presents here as The Zen of Fundraising, a fun read, one-of-a-kind look into what makes donors tick and–more importantly–what makes them give.

Introduction vii
All You Really Need to Know About Donor Relationship Development

Chapter One Playing Smart and Preparing for Action 1
The Trouble with Fundraising; Plus 15 Things I’d Do If I Were the New Head of Donor Development

Chapter Two Right from the Start 35
10 Concepts That Will Ensure Your Thinking is Sound

Chapter Three Keep Revisiting the Basics 61
19 Gold Nuggets: The Solid Foundations of Fundraising

Chapter Four Getting Your Messages Spot On: Appreciated, Understood, and Remembered 83
14 Keys to Communications That Reach In and Grab Audiences

Chapter Five What’s Essential? 109
12 Important Things to Think of When Relating to Your Donors

Chapter Six What Underpins It All? 127
6 Vital Characteristics of the Effective Relationship Fundraiser

Chapter Seven What’s Next? 135
13 Things That Will Be Coming Your Way

Acknowledgments 159
When It Comes to Saying Thank You, This Book Practices What It Preaches

About the Author 163

THE AUTHOR

Ken Burnett is an international fundraising, marketing, and communications specialist. He is author of six other books and writes regularly for magazines, newspapers, and journals on both sides of the Atlantic on issues concerning international development, fundraising, and nonprofit governance.

THE ZEN OF FUNDRAISING

IF ALL THAT HAS EVER BEEN SAID AND WRITTEN about the art and science of fundraising could be distilled down to just what really matters—what fundraisers everywhere need to know—there would be only a small number of true gems deserving of the description "nuggets of information."

Leading international fundraiser Ken Burnett, author of the classic Relationship Fundraising, has identified and defined 89 such nuggets that he presents here as The Zen of Fundraising—a fun-to-read, one-of-a-kind look into what makes donors tick and, more importantly, what makes them give.

"Ken Burnett knows what donors want and how fundraisers can provide it. The Zen of Fundraising illustrates simple yet hard-earned lessons through which fundraisers can engage their donors as real partners, raising more money than ever. But to succeed, fundraisers need to aspire to greater levels of communication and donor engagement. This book shows us how."
–Chuck Longfield, founder and CEO, Target Software Inc., Cambridge, Massachusetts

"The refreshingly brief principles provide inspiration and learning to anyone striving for exceptional fundraising practice."
–Nicci Dent, director of fundraising, Médecins Sans Frontières/Doctors Without Borders, Sydney, Australia

"A gentle blend of humour, personal experiences and practical examples (but underpinned by pure steel), this book makes the most compelling case yet for thinking seriously about donor relationships."
–Adrian Sargeant, professor of nonprofit marketing and fundraising, Bristol Business School, UK, and adjunct professor of philanthropy, Indiana University Center on Philanthropy "Ken Burnett knows what donors want and how fundraisers can provide it. The Zen of Fundraising illustrates simple yet hard-earned lessons through which fundraisers can engage their donors as real partners, raising more money than ever. But to succeed, fundraisers need to aspire to greater levels of communication and donor engagement. This book shows us how"
—Chuck Longfield, founder and CEO, Target Software Inc, Cambridge, Massachusetts

"The refreshingly brief principles provide inspiration and learning to anyone striving for exceptional fundraising practice."
—Nicci Dent, director of fundraising, Médecins Sans Frontières/Doctors Without Borders, Sydney, Australia

"A gentle blend of humour, personal experiences and practical examples (but underpinned by pure steel), this book makes the most compelling case yet for thinking seriously about donor relationships."
—Adrian Sargeant, professor of nonprofit marketing and fundraising, Bristol Business School, UK, Adjunct Professor of Philanthropy, Indiana University Center on Philanthropy