Relationship Fundraising: A Donor-Based Approach to the Business of Raising Money (3rd Edition) by Ken Burnett

In 1992, I was about five years into my fundraising career, working at a largish fundraising agency.

One thing we did right at that agency was we had a library of fundraising books, and we were highly encouraged to read them.

I clearly remember when a new book showed up in the library: Relationship Fundraising. Someone had brought it back from the UK, so we had it sooner than most US readers.

It was some months before I got my chance to read Relationship Fundraising; it was in high demand among my coworkers.

But just the title of the book wormed its way into my brain and fired up my imagination: putting the word “relationship” in front of the word “fundraising.” What a concept!

At the time, fundraising was mainly campaign-focused. People paid a lot of attention to how specific projects did. Response rates, average gift, return on investment. But not so much to data that measures beyond the campaign of the moment.

That meant paying attention to donor retention rate. Donor upgrading and downgrading. Which donors are retaining at which rates? We could see that new donors, second-year donors, multi-year donors, reclaimed lapsed donors all had very different retention rates.

We experimented with what we should say and do differently for donors at different stages of the relationship. You know, like we all do instinctively with our human relationships. The way flirting, dating, marriage call for distinct approaches … if you want them to succeed.

The title, Relationship Fundraising was a sort of meme for a new fundraising revolution that was growing in our industry. All you had to do was see it to start thinking in a new way.

But of course it was more than just the idea of relationship fundraising. It was full of practical actions and philosophical direction for anyone who wanted to do relationship fundraising in real life.

And now, all these years later, it’s an even bigger gift for fundraisers willing to receive it.

To show you just how comprehensive and practical the book is, here’s one of the many (many!) lists of advice, this one called “34 Fabulous Fundraising Foundations.” For the sake of space, I’m only including about half of those foundations. You’ll want to read the book for the whole list:

• People give to people.
• Fundraising isn’t something we do to people; it’s something we do with people.
• Fundraising is not about money. It’s about necessary work that urgently needs doing.
• Fundraisers need to be able to see things through their donors’ eyes.
• Fundraisers have to really understand their donors.
• It helps if you’re a donor yourself.
• First open their hearts, then their minds. Then they will open their wallets.
• Don’t just ask people to give. Inspire them to give.
• Offer a clear, direct proposition people can relate to.
• Prompt, appropriate feedback is essential to reassure the donor and show the difference his or her gift has made.
• “Brand” is a lot less important to donors than it is to you.
• Successful fundraising depends on transformational storytelling.
• For great results make your donors feel great.
• Always be honest, open and truthful with your donors.
• Always say “thank you,” properly and often.

There’s material like this on virtually every page. Things that if you put to work in your fundraising will result in more revenue from more-connected donors.

This is a big book – well over 500 pages. There’s almost a “drinking from a firehose” quality to reading it. That’s why I urge you to take your time with it. Read a bit at a time and let things sink in.

Just as the first and second editions were must-haves for the fundraiser’s bookshelf, this one is too. Snap up your copy now. You’ll be glad you did!

It’s go time for year-end fundraising. If you’re still working on it, here’s help: Our popular super-concise e-book, Your Calendar for Successful Year-End Fundraising – for FREE to download. It’s a step-by-step guide for the critical last quarter, starting from October and going through to the biggest fundraising day of the year, December 31. Proven steps for maximizing the most generous time of year.

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• How to Put Donor Love to Work in Your Fundraising
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• Donor-Centered Fundraising: What’s It About Really?