Editors’ introduction
Overview
This fourth section covers fundraising theory and ethics. At first sight, that may sound like the least interesting section of the Reader, but we hope we can convince you otherwise. Theory and ethics may be among the most important topics that both existing and future fundraisers can learn about. The Merriam-Wester dictionary tells us that theory means “a plausible or scientifically acceptable general principle or body of principles offered to explain phenomena”. Or in other words: ideas about the way the world works, and in this case, ideas about how fundraising works. Theories are just theories, until they are supported by evidence. That is what we present here in this section: ...
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