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The New FundraisersWho Organises Charitable Giving in Contemporary Society?$
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Beth Breeze

Print publication date: 2017

Print ISBN-13: 9781447325000

Published to Policy Press Scholarship Online: May 2018

DOI: 10.1332/policypress/9781447325000.001.0001

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The science of fundraising

The science of fundraising

(p.91) Three The science of fundraising
The New Fundraisers

Beth Breeze

Policy Press

Chapter 3 explores ‘the science of fundraising’ through an analysis of 60 books that explain ‘how to’ fundraise, recommended by fundraisers participating in this research. There is a great deal of consensus in this literature on what fundraisers do, in terms of knowledge, methods and techniques. But alongside this broadly consistent and commonplace advice are found some notable contradictions in the depiction of the nature and ‘learnability’ of fundraising skills and knowledge. The content of these guides, and the language used in them, suggests that fundraising is often presented as a set of skills that can be learnt and mastered by anyone who puts in the time and effort. Yet many authors also accept and advance the premise that fundraising resists standardization as donors respond best to authentic approaches that respect their individuality. This chapter concludes that fundraisers are far more than ‘mere technicians because philanthropy involves meaningful and value-laden relations between living, breathing, idiosyncratic people.

Keywords:   Fundraisers, fundraising, charity, science of fundraising, fundraising techniques, fundraising knowledge, relationship fundraising

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