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.
"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, Medecins Sans Frontieres/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
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