Can we say precisely what fundraising is?
In my latest Third Sector column, I presented a definition of fundraising (link at end of the article).
Why am I ‘defining’ fundraising? Because there isn’t a commonly accepted definition of the thing we all do.
This is in contrast to social marketing, which has what is called a ‘consensus definition’ devised by the International, European and American social marketing associations (link at end of the article).
If anyone asks ‘what is social marketing’, they can be pointed towards the consensus definition.
From a common understanding of what a profession is and does emerge its best practices and ethics.?
Without a common understanding or definition, anyone can invent their own definition (many do), which means interpretations of what is best practice and what is (un)ethical may be very different.
Here is my attempt at a consensus definition:
Fundraising is the process and practice of researching and identifying, soliciting, collecting and stewarding monetary (or equivalent) donations to charity or other voluntary and non-profit organisations
What do you think?
A note on definitions
We are looking here for a definition and there are some rules about what constitutes a definition. By defining something, we are drawing a ring around it and saying that everything within the ring is included within the definition and everything outside the ring is excluded from it.
So definitions have to be sufficiently tight that the exclude things that should be included. For example, a definition of fundraising that said something like ‘fundraising is mobilising resources’ would include human resources and volunteer management, since these concern staff and volunteers, who are also resources that need to be mobilised.
By the same token, definitions can’t be so tight that they exclude things that should be included. So, a definition of fundraising that described it as ‘building relationships with committed donors’ would exclude all attempts to get uncommitted donors to give to a cause.
Finally, definitions are not the same thing as professional aspirations.
Saying that ‘fundraising is about changing the world’ is true, but it isn’t a definition of what fundraising is.
One last thing. I think it’s quite in important we should have a consensus definition of what fundraising is – or at least be talking about it. However, you might think it’s completely unimportant. If so, please say why you think it’s not important or not relevant.
BTW, this is for informal research that I hope will feed into a Rogare - The Fundraising Think Tank paper in the not-too-distant future. Any ideas that I might use in that research will be attributed anonymously, unless you want credit for them (and I’ll ask the authors of those ideas what their preference is).
Managing Director, Donorcentricity Pty Ltd (Fundraising & Development Agency).
2 个月Stewarding donations or donors? I guess it could be both! But I think the latter is more relevant to a people and relationships oriented activity.
Managing Director at Smile Fundraising
3 个月Very valid points raised. I think many people tend to try tie fundraising into everything that is done afterwards. "Fundraising is about changing the world" is true as you say. But it also sounds more definitive and noble than just 'raising money' therefore it's easy to see why a lot of people like to frame it like that. Of course, changing the world should always the aim, but whether it becomes reality depends on more than just fundraising in itself. We should celebrate that fundraising is a massively important part of a system that has to work together to change the world but recognise that is just one part of that system.
Philanthropy & Fundraising Consultant
3 个月Ian MacQuillin MCIOF(Dip) I think this first draft goes some way towards expressing what major gift funraising is. It doesn't IMHO capture direct mail, .F2F, peer to peer, collection boxes, grant writing and amuch of what is sometimes called retail fundraising. My 2c. Its a good challenge
Fundraising and Philanthropy Professional
3 个月Great point well made. It seems that many people seem to confuse fundraising with philanthropy, but the two serve different roles in charitable giving. Fundraising is about raising money through strategies, events, and campaigns to support a cause or organisation. It's a tool for generating financial support. Philanthropy is the broader act of giving, time, treasure and talent, to help improve society, which includes donations, volunteering, and advocacy. In short, fundraising is a part of philanthropy, which encompasses various ways to make a positive impact. Understanding the differences helps those who are on their fundraising journey to recognise the diverse ways of how people can contribute to help drive positive change for people and planet. Henry Rosso once described fundraising as “the servant of philanthropy,” a means of achieving organisational mission, rather than an end in itself. I think that comment in itself nails it.
Nonprofit Innovation | Fundraising & Strategy Consultant | Planning to Scale
3 个月I think your point about the moment you put out a definition, you are putting a circle around fundraising as a term and it becomes limited. Although I'm not a wordsmith expert, I like your definition and wonder if a slight alteration could be even more inclusive. This is a thoughtful topic, indeed. Thanks for sharing, Ian MacQuillin MCIOF(Dip)