Fundraising as marketing: half a truth is better than no truth

Paton, Rob (2007). Fundraising as marketing: half a truth is better than no truth. In: Mordaunt, Jill and Paton, Rob eds. Thoughtful Fundraising: concepts, issues and perspectives. Abingdon: Routledge, pp. 29–37.

URL: http://www.routledge.com/books/details/97804153942...

Abstract

Comprehensive and edited by leading names, this book takes a critical and discursive approach to the various forms and contexts of fundraising.

Fundraising is a maturing profession, but one that is becoming increasingly controversial. Media reports of poor practice have contributed to concerns about the integrity of fundraisers and the uses which have been made of the resources they raise. As a result, a consensus now exists among senior figures in the industry about the changes that are required. Technique is no longer enough. Many more of the next generation of practitioners must be capable of considered reflection, organizational and inter-organizational strategic thinking and value-based leadership.

Exploring new developments taking place in the area of fundraising, the specially commissioned articles, by experts in the field move the thinking in the profession beyond its familiar formulae and assumptions, opening up critical debate about the nature, contribution and limitations of fundraising.

This volume is essential reading for anyone who aspires to work at senior levels in fundraising or is currently engaged in studying this challenging area.

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About

  • Item ORO ID
  • 23706
  • Item Type
  • Book Section
  • ISBN
  • 0-415-39428-7, 978-0-415-39428-4
  • Academic Unit or School
  • Faculty of Business and Law (FBL)
  • Copyright Holders
  • © 2007 Compilation, original and editorial material, The Open University
  • Depositing User
  • Beryl Ridgway

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