The key to successful fundraising is rigorous strategic planning and this title, aimed at all serious fundraisers, provides a background to the whole „Fundraising“ series. The second edition draws on examples such as the NSPCC Full Stop campaign, to further clarify the principles and process of strategy and demonstrate its place in fundraising campaigns. The book: discusses the concept of strategy and its relevance to not-for-profit bodies; outlines the planning process for designing and implementing the strategy; provides case studies of different strategies in different types and sizes of funding programmes; and has been fully updated to take into account important changes in areas such as the tax regime and the National Lottery.<
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