The text is structured in four sections. In the first we begin by providing an overview of the development of the profession and defining the sector it serves. We then move on to consider donor behavior examining who gives, why people give and the social and environmental influences on that behavior. In our second section we focus on fundraising planning providing an overview of the planning and budgeting process. We will also examine how to assess fundraising activity and to appraise the potential for future fundraising investment. Our third section deals with what we term the methods of fundraising, examining various direct response media, digital fundraising and then major gifts, bequest/planned giving and corporate/grant fundraising. We will also examine the critical topic of how to build supporter loyalty and retention. The fourth and final section of the text looks at topics related to fundraising management including the recruitment, management and retention of volunteers. This new edition also offers a chapter on the Great Fundraising project that began in 2012, tracking the characteristics of the leaders that have grown great fundraising, their leadership styles, what they choose to focus on (in achieving great fundraising) and how they think about solving their fundraising problems."--