The Porcupine Principle

Being a fundraiser is exciting and fulfilling, but also full of challenges. You know what is important but how do you communicate that to potential supporters

the porcupine principle book cover

*Print edition sold out. PDF and epub still available.

And how do you keep your motivation when the money isn’t rolling in?

The Porcupine Principle is your down-to-earth and irreverent guide that will turn everything you assumed about fundraising on its head. You’ll start to think differently about raising money for your organisation.

It features 33 mini-stories that illustrate Farnhill’s key premise: it’s not the ‘how’ of fundraising that you need to perfect, but rather understanding the motivations of people who give.

Who should buy this book?

This is a book for fundraisers and fundraising managers who are open minded enough to step away from the norm and try something new. You won’t regret it.

What does it cover?

Interwoven with practical fundraising tips and advice, this book will make you reflect deeply on how you fundraise.

  • The power of stories, and getting your donors to listen.
  • Full of proven theories, with a few ‘try it and see’ principles in there too.
  • Get out of the office and among your donors if you really want to understand them.
  • The five essential truths of fundraising.

What people say about this book

‘Contains a wealth of ideas from someone who has been there and done it.’ Stuart Etherington, former Chief Executive, NCVO


‘Deserves to be the fundraising book of the year.’ Peter Fletcher FFIA, CFRW University Hospital Birmingham Charities

Look inside

Have a look inside The Porcupine Principle.

About the author

Jonathan de Bernhardt Wood

Jonathan is National Advisor for Giving and Income Generation for the Church of England and prior to that was Generous Giving Advisor for the Diocese of Oxford.

For 12 years he was Chief Executive of Exeter Royal Academy for Deaf Education. He has been a Trustee of Signature, a charity that is an awarding body for sign language qualifications, Vice-Chair of Governors at Clyst Vale Community College and Chair of Chime, a social enterprise delivering audiology services in the south west.

Jonathan’s speaks at events speak on fundraising, marketing and management. His book, The Porcupine Principle (written under the name Jonathan Farnhill), has quickly developed into a unique, fundraising classic.

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This publication is only available as a digital download.

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