Fundraising as organisational knowing in practice: Evidence from the arts and higher education in the UK

This paper argues for the centrality of organisational practices in occupational learning with a case study of fundraising in the non-profit UK's arts and higher education sectors. Despite the need to increase charitable giving to non-profit organisations, little is known about the work, fundraisers must do in order to carry out their jobs. We argue that fundraisers develop strategic understandings and competences within organisational environments, which they put into practice in their relationships with stakeholders within and outside the organisations where they work. Our findings suggest that one of the main ways in which fundraisers learn is by negotiating and surmounting obstacles both internally, within their organisational environments and externally, around the perception of fundraising as a profession. We thus argue for the importance of establishing a “fundraising culture” within organisational environments; a shared organisational competence where fundraising is practiced as a legitimate and strategic type of practice.     

A thematic analysis of fundraiser characteristics in high-quality major donor fundraising relationships in US higher education

As nonprofits increasingly rely on large contributions, skillful major gift fundraisers are more important than ever. In contrast to the vast research on donor motivations, there are few examinations of fundraisers or fundraising relationships. This study responds to nonprofits' interest in understanding beneficial fundraising strategies and to the lack of empirical literature with the question: From the donor perspective, what characteristics do fundraisers demonstrate within high-quality major giving relationships? This exploratory, interview-based project used a codebook thematic analysis approach based on HEXACO personality theory to review participants' reflections about fundraisers. The 20 participating donors had given between USD$10,000 and USD$40 million to select colleges and universities in the US Midwest region. This study confirms much of what fundraisers believe to be important to major gift donors, with added nuance about the complex form of professionalism donors appreciate. The fundraiser characteristics show several dual emphases, including on field expertise and interpersonal acumen, attention to donor concerns and institutional interests, patience with the gift-making process and ability to facilitate its progression, and attention to ethical practice and empathetic interactions. The study shows the inner workings of the major giving relationship fundraising paradigm, reveals how societal perceptions of fundraisers are relevant for understanding donor preferences, and provides a framework for fundraisers to assess and enhance their interactions with major donors.     

Finding an academic home for fundraising: a multidisciplinary study of scholars' perspectives

• The high‐demand, high‐paying field of fundraising does not have an academic home in higher education, which hampers fundraising research and education. Recent advances in fundraising education and research can be attributed to four different disciplines: public relations, marketing, nonprofit management, and higher education administration. This disjointed approach has impeded the empirical study of fundraising, the development of theory in the field, and the education of future fundraisers. The purpose of this study is to begin the process to scientifically identify an appropriate academic home for fundraising that benefits fundraising practice, advances scholarship, and strengthens America's nonprofit sector. In‐depth interviews were conducted with 15 scholars from multiple disciplines who had published articles on fundraising in the three major nonprofit management and philanthropy journals. Findings show that there is no consensus among scholars about whether fundraising belongs in public relations, marketing, or nonprofit management. Although this study found no consensus among fundraising scholars about the appropriate academic home for fundraising, it does identify areas of agreement and disagreement on pertinent topics and provides a benchmark to guide further discussions about locating fundraising within an academic discipline.

Copyright © 2016 John Wiley & Sons, Ltd.     

Lost in translation: A sociological study of the role of fundraisers in mediating gift giving in non-profit organisations

Recent years have seen a significant growth in the technical literature exploring charitable giving and fundraising. However, there is little empirical research on the actual workings of the fundraising process within non-profit organisations. In this paper, the day-to-day practice of fundraising is analysed from a sociological perspective that draws on the theories of the gift proposed by Mauss ( 1954 ), Titmuss ( 1970 ), and colleagues to propose an alternative, more complex giving model to strangers. Using qualitative data drawn from 44 interviews with fundraisers and their colleagues across 14 organisations, this study examines how fundraisers build and maintain long-term giving relationships with the individuals who provide financial support to non-profit organisations. Findings suggest that the primary gift giving relationship exists not between the giver and beneficiary but rather between the giver and fundraiser. The fundraiser, in this instance, actively employs tactics of reciprocity to both secure new gifts and ensure that givers continue to support their organisation. In doing so, fundraisers construct a narrative of the donor's imagined direct connection to the beneficiary and their “good gift”. Simultaneously, the fundraiser works with colleagues to construct the idea of the caring, connected, and sacrificial donor as a means to solicit their support in maintaining the continued gifting from these supporters. The paper concludes with a consideration of the ways in which these narrative constructions are incorporated into fundraising and organisational strategies; and two implications for perceptions of the role of philanthropy and fundraising.     

Back to school? What the voluntary sector can learn from the education sector

Almost unnoticed by the charitable sector as a whole, a quiet revolution has transformed educational fundraising over the last decade. From a minor and wholly owned subsidiary on the periphery of the industry, the education sector has become a highly professional and successful multinational, which in some respects is now the market leader. This paper argues that the whole of the charitable sector could benefit by taking a close look at the experience of educational fundraisers, and that such an examination could have profound repercussions in the way most fundraisers treat their donors and organise their operations. Specifically, it suggests that the nature of ‘relationship fundraising’ actually means that every donor must be treated as an individual by an individual fundraiser, irrespective of the size of their gift, and that the work of a fundraising department should not work towards merely giving the impression of such treatment.     

Brochure fundraising

A fundraising brochure is regarded by many charities as a major source of income. This is associated usually with the charity's major fundraising event in its annual calendar. What many charities do not do is plan their brochure campaign to eliminate wasted effort and costs while maximising revenue received. This paper examines brochure fundraising techniques, drawing on personal and anecdotal experiences of fundraisers working in the nonprofit and voluntary sector.     

Leading and lagging indicators in fundraising management: A Canadian case study

Fundraisers, managers, and boards in the charitable sector are faced with an ongoing concern: how do they produce sustainable, predictable financial returns for their causes while minimizing the cost of fundraising? One way to address this is to improve the measurement of fundraising activities and this study asks how fundraising results should be communicated within organizations to support sustainability. This case study focuses on the fundraising program from one Canadian charity with a large, diversified fundraising program to examine how fundraisers can move beyond simple end-of-year financial ratios and implement one managerial technique, leading and lagging indicators, to improve long-term financial performance. A literature review, internal interviews, and internal document review are used to identify 81 potential leading and lagging indicators that fundraisers can use to develop a suite of indicators that fit their context, activities, and goals and to identify potential challenges with implementing indicators. The role of organizational context and characteristics in selecting an appropriate suite of indicators is also discussed.     

Fundraising and public relations: a comparison of programme concepts and characteristics

This study compares characteristics of successful academic unit fundraising programmes and successful public relations programmes. Using interviews and surveys it explores whether academic unit fundraisers value the roles and responsibilities that align with identified strategic‐managerial and historical‐technical characteristics in public relations, whether demographic differences affect the role perception of the fundraisers, and whether the universities provide support for programme excellence. The results indicate that the fundraising programmes exhibit most of the characteristics of successful public relations programmes and that the academic units in which these fundraisers work provide support for them to do excellent fundraising. Demographics do not affect the results significantly. The data lead to questions for further study, including: How should fundraisers balance the benefit of having donors involved in programmes they support, with the university's need to retain autonomy and set its own priorities? Do excellent fundraising programmes strengthen relationships between alumni and universities? Do alumni with stronger relationships with the university contribute more, or more often, than those with less strong relationships? Copyright © 2002 Henry Stewart Publications     

Community-engaged philanthropy: The role of the fundraiser in building equitable communities

In recent years, fundraisers have become increasingly focused on major gift solicitation while donors have been making larger gifts to fewer organizations. As this trend continues, some have begun to question whether major organizations and/or wealthy individuals now have too much control over the work of nonprofits and the communities they serve. While it is true that major gifts are important and can made a noticeable, positive impact, in some cases community members might see their impact as intrusive. In situations such as this, what is the “best” course of action? How should fundraisers consider, balance, and address the perspectives and rights of their organization, donors, and community members? This paper creates a framework for fundraisers as they consider not only their responsibilities to their organization and constituents, but also their responsibilities for promoting equity within their community as a whole. This paper draws on the social-ecological model, as well as concepts from intersectionality, to explore how fundraisers can increase involvement from all community members in a nonprofit's work to create a participatory and community-engaged process, with a special focus on including those who are typically marginalized, rather than maintaining a hierarchical system of power. It also draws on the theories of rights-balanced fundraising ethics, community-centric fundraising, and other ethical frameworks of fundraising and public administration to compare what is being done by fundraisers to what should be done to encourage ethical practices in fundraising. The paper is supplemented by examples of the impact of implementing (or not implementing) community engagement in fundraising practices. This paper aims to create a community-engaged philanthropy framework for fundraisers as they consider not only their responsibilities to their organization and donors, but also their responsibilities for promoting equitable distributions of power within their community. This framework provides specific guidance for fundraisers as to how they can balance these multiple (and sometimes competing) responsibilities while also keeping ethics at the forefront of their actions. It demonstrates how, by taking a community-engaged approach to their work, fundraisers are able to bring about better long-term outcomes for their organization. Specifically, the framework considers: (1) To whom are fundraisers most responsible, and to whom should fundraisers be most responsible—their nonprofit, their donors, or those being served? (2) For what rights of community members must the fundraiser account when soliciting funds, and to what extent is the fundraiser responsible for upholding these rights? (3) In what ways can an invitation from a fundraiser to make a gift also invite some level of power or control over the organization's work? (4) To what extent do fundraisers have the responsibility to maintain an equitable power balance among their constituents, including donors and those served? (5) How can fundraisers help ensure that all community members are able to participate in the organization's work to extent that they are willing and able?     

The fundraiser's journey: A developmentally informed,grounded theory analysis

Fundraisers play a vital role in the success of nonprofit organizations, yet relatively little is known about the experiences, motivations, and thought processes that inform their career choice and development. This exploratory, cross-comparative case study of 3 fundraisers addresses this gap in the literature by examining some formative influences on fundraisers' careers, their professional growth aspirations and opportunities, and how, if at all, they engage in personal philanthropy. Results suggest that fundraisers' aptitudes, skills, and abilities may influence their career choice more than a sense of connection to the nonprofit sector or organizational mission. Further, fundraisers seek opportunities to exercise leadership at the individual, organizational, and community levels. Additionally, their personal philanthropy and social embeddedness play integral roles in their professional development. Although not large enough for generalization, these results suggest the need to study fundraisers holistically, including their psychological development and social embeddedness over time. We argue for the need to move beyond traditional marketing and public relations perspectives to explain fundraising. Instead, future studies should adopt a service-dominant logic framing that considers fundraisers as part of a larger philanthropic ecosystem. We conclude with several questions to guide future studies toward this line of inquiry.     

Reframing fundraising research: The challenges and opportunities of interpretivist research practices and practitioner researchers in fundraising studies

This paper examines interpretivism as an approach for researching fundraising practice as context and practice specific. In doing so, it highlights the agency of fundraisers and extends critical analysis of fundraising practice and its broader implications in ways that the dominant positivistic, functionalist literature does not. Building on previous comparisons of positivist and interpretivist approaches, we consider two fundraising studies, and benefits and challenges of using an interpretivist approach. These observations highlight both the complexity and messiness of interpretivist studies, and of the fundraising process. The paper concludes by discussing how these challenges can be managed through analytical iteration, adjustment, and pragmatism throughout the research process; while advocating for including more critical and dialectic approaches to research fundraising and fundraisers' broader practice.     

Advantage,meaning, and pleasure: Reframing the interaction between major-gift fundraisers and philanthropists

The purpose of this paper is to bridge the widening gap between the rapidly growing academic literature on fundraising and the need that practising, reflective fundraisers have for a useable explanatory framework for understanding what are the main forces and motivations shaping the interaction between major-gift fundraisers and philanthropists (major donors and potential donors), particularly in the so-called cultivation and solicitation (or Ask) meetings. The author's perspective is that of a fundraising practitioner. The paper sets out the essential characteristics needed in such a framework, contends that we do not yet have such a framework, and concludes by setting out a preliminary, simplifying framework for making sense of the interaction between fundraisers and donors. The purpose is to stimulate practitioners and researchers to rethink and reframe this interaction. It is proposed that the interaction is grounded on the reality that funders (and to some extent, fund-seekers), like individuals in almost every social interaction, are seeking to maximise advantage, meaning, and pleasure (AMP). This paper argues that the more these three overlap, the stronger their effect.     

“You can try to press different emotional buttons”: The conflicts and strategies of eliciting emotions for fundraisers

In a competitive climate in which charities must increasingly rely on fundraising with the public, emotions such as hope, guilt, and fear are powerful tools that can be used strategically to secure donations or participation. This paper explores data from interviews with 23 fundraisers and voluntary sector workers, managers, and officials, to argue that decisions around how, why, and when to invest in the elicitation of emotion in fundraising are often difficult and conflicted, with some identifying a battle between ethics and effectiveness. We identify 3 key levels of conflict that must be negotiated: at the level of the charity sector, where the emotional ethics particularly of larger charities have been met with some resistance from the public and press; at the level of the organisation itself, where the ethics of representation are often a subject of conflict between fundraising and other departments such as policy; and, finally, at the experiential level of individual fundraisers themselves, who report being routinely internally conflicted around the rights and wrongs of using emotion in their work. A strategic approach to eliciting emotion emerges in the data as a useful way to address some of these areas of conflict, with fundraisers making careful “balancing” decisions about how and with whom to mobilise certain emotions at specific times.     

Identifying and addressing fundraising's overarching ethical questions through ethical theory

Purpose

This paper seeks to build on MacQuilllin and Sargeant's (2019) framework for normative fundraising ethics by considering how fundraising professionals might use these theories to support their fundraising practice. In the paper we will seek to identify the higher-level ethical questions that underpin the majority of ethical decisions fundraisers will need to make: decisions around the acceptance and solicitation of donations and we will then seek to address each of these questions through the lens of MacQuilllin and Sargeant's (2019) normative ethical theories.

Approach and methodology

We will abstract from common ethical dilemmas the higher-level or overarching questions that can encompass them. We will then consider each question through the lens of the normative theories developed by MacQuillin and Sargeant (2019), drawing on available evidence to support our arguments.

Findings

Two core questions were identified: 1. Where are the lines in who we approach for/receive resources from for our organisation ? 2. Where are the lines in how we approach people for resources for our organisation?

Originality

To our knowledge, this will be the first academic paper that a) identifies the overarching ethical questions that affect fundraising practice, and b) applies the various normative theories of fundraising ethics directly to them. In practical terms, it may also be particularly useful to fundraising practitioners who want to explore the theories of ethics in relation to the dilemmas they encounter in practice.     

Four lessons learned: Employees' perceptions of fundraising via reward-based crowdfunding

An innovative way to support cultural institutions is through reward-based crowdfunding, an online funding mechanism for a specific project, which offers donors a reward for their donation. We explored employees' perceptions of crowdfunding and focused on the question: “How do employees of cultural institutions running a crowdfunding campaign perceive the use of crowdfunding to collect funds?” To answer this question, we focus on interpretive research using semi-structured interviews (n = 15) among Dutch cultural institutions' employees responsible for running the crowdfunding. We used earlier findings on psychological ownership to structure the interviews. Psychological ownership is the feeling that the project has become an employee's extension, and previous research linked it to success on the work floor. Our findings claim four lessons. First, crowdfunding is a full-time job and not an extra activity. Second, crowdfunding differs from traditional fundraising: it contains specific content-related tasks they do not perform as fundraisers. Third, crowdfunding asks for teamwork. While autonomy is valued, one employee should not be responsible for the campaign. Fourth, crowdfunding does not come naturally to all cultural institutions. This research provides a basis for further specification of crowdfunding and its implementation in the cultural sector.     

Exploring fundraising executives' careers in arts and culture: The role of tenure and career switching

Fundraisers play a crucial role in helping arts and culture organizations obtain the financial resources they need to carry out their missions and support their causes. However, research on fundraisers' careers is still in its infancy. As the profession gains importance, understanding the main motivating factors of fundraisers' career paths is key. This study investigates the effects of three variables that emerged as relevant motivations for fundraiser careers, that is, education, career promotion and sector experience, on fundraising executives' tenure and career switching. In addition, this research identifies profiles of fundraising executives in the arts and culture organizations in the United States. Moreover, this study explores the role of non-profit orientation as a moderator of the relationship between career switching and tenure, and parallel titles as a moderator of the relationship between sector experience and tenure. Managerial implications are outlined.     

Philanthropy,social capital or strategic alliance? The involvement of senior UK business executives with the voluntary sector and implications for corporate fundraising

Although corporate fundraising is popular there has been very little discussion in the voluntary sector literature of its context. Using questionnaire data from senior executives representing one‐third of the FTSE350 companies, and in‐depth interviews with a number of top level business men, this paper reports the first UK survey of the personal involvement of senior executives with charities, voluntary and community organisations,[Walker, C. and Pharoah, C. (2000) ‘Making time for charity: A survey of top business leaders' involvement with voluntary organisations’, Charities Aid Foundation, Kent.] and pinpoints messages about corporate involvement which may help fundraisers develop corporate fundraising strategies. The data give the first indications of how many of the UK's top business executives give time to charity, how much time they give and what they do. It also addresses what there is to gain for and from the charity, the senior executive and their company. The results present a picture of widespread and enthusiastic involvement of senior executives with the voluntary sector; a picture of both a deep personal commitment and of a strong sense of corporate benefit. The survey also raises several important issues and implications for corporate fundraising: should charities be doing more to attract top executives into an active relationship with them? How can they do this? What are the pros and cons of an alliance between corporate figureheads and charitable organisations; how might this relationship be viewed by the public; and how might it best be managed? This paper draws on the results of the survey to illustrate and discuss these issues. Copyright © 2002 Henry Stewart Publications     

The final gift: targeting the potential charity legator

• Although legacy income is of enormous importance to many of the UK's fundraising charities, little reliable information exists to assist practitioners in targeting potential legators with appropriate messages. In particular, the motives for making a legacy gift and the differences between those doing so and the general supporter base are unknown. This makes segmentation and the subsequent development of strategy problematic.
• This exploratory study seeks to address these issues and compare the motives of individuals who support charities during their lifetime with the motives of individuals who, in addition, pledge a legacy. The authors conclude that fundraisers looking to increase legacy income should target their older supporters, particularly those in their mid to late 60s', as well as users of their services. The findings also suggest that communications to these groups should stress organizational performance and service quality commitments.

Copyright © 2005 John Wiley & Sons, Ltd.     

Pareto's law of income distribution,or the 80/20 rule

Pareto's Law of Income Distribution forms the basis of the well-known, but often overlooked, ‘eighty-twenty’ rule. The implication is that a small proportion of customers (or donors) are accountable for a very large share of sales turnover or income. This paper examines the impact on fundraising of the pioneering work of Vilfredo Pareto (1848–1923) concerning the distribution of wealth between groups in society, which was first published exactly one hundred years ago, in 1895. It discusses the relevance of Pareto's Law to contemporary fundraising, using case data from UK charities who have put Pareto's assertions to the test. The recognition of the Pareto principle is wholly dependent on data analysis and software tools to perform the calculations and then display Pareto-style reports. Such tools are beginning to be seen in UK and some overseas software packages and general tools, available in the UK nonprofit marketplace. Illustrations of software systems supporting Pareto-style diagnostic analysis are given. At its most basic, Pareto's principle compels fundraisers to look into their databases of supporters to identify the small but potent élite donating segments who always seem to exist among the general mass. The implications for fundraising that flow from such analyses are important and can be far-reaching. They allow fundamental supporter segmentation patterns based on historic donating history to be understood, and, if understood, managed productively. Finally, Pareto compels the decision to alter either fundraising management and allocation of resources, or to manage supporters, rather than appeals, which in the UK continues to be the most common management style.