The Theory Behind Fundraising


If you are new to fundraising, then we recommend reading this useful guide. Although written by World Animal Net for their network of over 3,000 animal societies, it can be used by all charities and contains important background information in to the theory behind fundraising and what should be considered before starting a new campaign.

This document contains information on:

  • Funding Sources
  • Fundraising Methods
  • The Donor Pyramid
  • Carrying Supporters and Donors Along the Path to Social Change
  • Magazine and Campaign Materials
  • Internet/New Technology
  • Brand and Reputation
  • Ethical and Practical Dilemmas
  • NGOs and Fundraising
  • Change, Not Charity
  • Further Resources