Books: ‘Fundraising for Dummies'

FS: Why should fundraisers who already have an earlier edition of this book buy the new edition?

KM and JM: The short answer here is that the profession has changed, the economy has changed and people's attention spans have changed. The third edition of the book is, by far, the most in sync with the times because of the emphasis we place on the valued relationship with the donor. Years ago, people may have given to your cause because of the reputation of your organization or someone on your board. Today, the donor wants to know how your organization connects with them — where they are, in what they care about and where they want to make a difference. It's a real paradigm shift, and it's a great one on which awake and aware organizations can build a real, growing relationship with 
engaged donors.