Editors’ introduction
Overview
The material in this section may most closely match expectations of fundraising literature, particularly for readers already actively involved in fundraising. It focuses on the tasks, activities, and programmes that help engage, ask, and retain donors. There is no standard industry typology for organising this branch of fundraising knowledge. Some practitioners will consider the readings in this section in terms of who is asked to give, also described as donor markets in some texts: e.g. individual low or mid-value donors, major-donors, companies, foundations, etc. Others will focus on how the gift request is made, described as fundraising methods in some texts, e.g. through events, ...
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