The Art of Raising Money

It is time to break down boundaries; if your organisation thinks that marketing is just advertising, PR and selling, then this publication will change your mind. Theories and techniques developed in the commercial world will help you to transform your fundraising and income generation so that it is sustainable, integrated and rewarding. The ideas and tools in this fun and engaging publication are as relevant to income from donations as to contracts or trading and are suitable for anyone who is unfamiliar with marketing theory and needs to raise funds.

The Art of Raising Money is first and foremost a practical book – easy to read in bite-sized sections it addresses:

• What to do first if you need to raise funds urgently
• How to choose new methods for income generation and consider the return on investment they are likely to give you
• How to apply marketing theory – developed for the commercial world – to your chosen income generation methods to make them sustainable

From using relationship marketing to woo major donors to using the 'nonprofit customer focus tool' to manage contracts, this publication is bound to have some new ideas and new perspectives to help you to maximise your potential for raising income.

The Art of Raising Money is written by Professor Ian Bruce CBE, who founded the nonprofit management centre at City University's Cass Business School (Cass CCE), where he specialises in strategy and marketing of fundraising, services and campaigning. Here he teams up with the Sustainable Funding Project at NCVO to apply his unique perspective on charity marketing to VCO income generation, showing how theories developed for the commercial world can help voluntary and community organisations to create and manage sustainable and stable income streams.