Campaigns, Fundraising

The essence of Campaigning Fundraising in 52 exhibits and 199 web links

Imagine if you didn’t need to ask donors for money ever again – it is a liberating thought.

Fundraising is not first and foremost about money, but about the change charities and their supporters want to see in the world. By inspiring donors to make good things happen it could be called, as it is here, campaigning fundraising.

Ken Burnett is our engaging guide on a tour of 52 exhibits and 199 web links to illustrate what modern fundraising should be, how it should be structured, implemented and explained as a force for good and for change. He doesn’t propose that fundraisers won’t ever have to ask, just that it works much better if the donor is the driving force behind the process. Each of the 52 exhibits is well illustrated with accompanying QR codes for web links for more detail.

The sales of this book also includes a generous donation to the charity SOFII, the Showcase of Fundraising Innovation and Inspiration.

Who should buy this book?

Rich with insight and with the author’s recognisable lightness of touch, this title is a blessing for fundraisers, or indeed campaigning fundraisers, in need of just a little inspiration.

What does it cover?

52 exhibits and 199 web links including:

  • Sleeping Beauty’s palace: building the dream for donors
  • The Eihei Dogen letter: finding value in our deep past
  • Durham Cathedral: building a fundraising community in LEGO


‘This is the book I wish I had when I left university to work in the for-change sector… It is a map, a compass and a North Star.’

Dr Julie Berthoud-Jury, International Fundraising Consultant, Switzerland


‘I love this book, I love its spirit and I think the fundraising sector will love it too… The book and its exhibits will be very encouraging for those looking to join the sector, equipping them to take a donor-focused approach and tell their supporters the right stories in the right way at the right time.’

Ryan Burdock, Associate Director – fundraising, Prospectus, London, UK


The essence of Campaigning Fundraising in 52 exhibits and 199 web links is going to revolutionise fundraising. For years to come, this book will be acknowledged as the tool that gave fundraisers the confidence to move away from a target-driven mindset to one of truly inspiring donors to give.’

Tanya Jackson, Cancer Fund for Children


‘Thirty years ago Ken Burnett rescued donors by putting them in the centre. In this new book, Ken rescues fundraisers by showing them they are campaigners…This book, filled with powerful examples accompanied by Ken’s sharp wit and profound insights, is a treasure.’

David Love, author and leading environmental campaigning fundraiser, Canada


‘This book deserves to be open on your desk in a place of practical use: dog-eared, marked-up, pages flagged for future world-changing projects. The links exhibits contained here transformed the way I do my work as a fundraising copywriter (and continue to do so). Use this book daily. I know I will.’

Lisa Sargent, campaigning fundraising copywriter, USA

Look inside

Have a look inside Campaigning Fundraising

About the author

Ken Burnett is an internationally recognised author, consultant and inspirational speaker on fundraising, marketing and communications for nonprofit organisations worldwide. Ken was UK director of ActionAid and later director of fundraising and communications when in 1983, he founded the influential Burnett Associates agency, the first company of its type in Europe.

Ken has served on several non-profit boards and was chair of trustees of ActionAid International from 2012 to 2018 and former vice-chair of the UK’s Chartered Institute of Fundraising. He has been a trustee of BookAid International, the International Fund Raising Group (now The Resource Alliance) and an independent trustee of the UK Disasters Emergency Committee. He is co-founder and a trustee of SOFII, the Showcase of Fundraising Innovation and Inspiration and a trustee of the World Land Trust. In 2016 Ken Burnett co-founded the Commission on the Donor Experience with Giles Pegram CBE. Ken is a fellow of the Institute of Fundraising and an honorary fellow of the Institute of Direct Marketing.

Well known for the worldwide best seller Relationship Fundraising, Ken has authored several other publications, including Friends for Life and The Zen of Fundraising. His more recent books are Storytelling can change the world(2014) and The essence of Campaigning Fundraising in 52 exhibits and 199 web links (2021).

When not travelling or giving seminars, Ken spends his time between London and rural Suffolk, where he’s discovered a new love for writing, directing and acting in amateur village plays.

Buy the physical copy

Price £29.90

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