The evolution of fundraising practice
Susan Kay-Williams, 2000
Five stages in the fundraising life cycle have been identified. These stages move through three distinct phases, which have been labelled as ‘appeals’, ‘fundraising’ and ‘marketing’. In using these words, however, no value judgement is implied. It does not mean that the appeals phase is ‘bad’ and the marketing phase ‘good’, or that appeals equals ‘old-fashioned’ and marketing equals ‘go-ahead’ or ‘trendy’. The words are used because they are the most appropriate for each phase and they signify the general progression of fundraising.
Appeals → Fundraising → Marketing
From these three phases, the five stages of fundraising are identified as:
| Appeal ... |
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