In the soft dawn of the early 1990s, Ken Burnett sat at a modest desk in the UK, his mind a whirlwind of thoughts about the future of fundraising. He was a man possessed by a vision.

The vision would ultimately culminate in the first edition of Relationship Fundraising: A Donor-Based Approach to the Business of Raising Money. This was not just another book; it was a manifesto, a clarion call for a revolution in how non-profits engaged with their donors. Published in 1992, it quickly became a seminal text, guiding a generation of fundraisers through the murky waters of donor engagement.

The landscape of fundraising in 1992 was rocky at best –in the direct response end of the game “burn and churn” volume for volume’s sake was the name of the game—and lacking a coherent strategy or philosophy.

Ken, who had cut his teeth in the trade by transforming the charity ActionAid into a powerhouse, saw an opportunity. Fundraising, he believed, was not merely a transactional activity but a relational one. It was about building and nurturing lifelong relationships with donors, ensuring that they felt valued and connected to the cause. This was the cornerstone of his philosophy and the bedrock upon which “Relationship Fundraising” was built.

Over the years, the book’s influence grew, transcending geographical and cultural boundaries. It wasn’t just the practical advice that resonated with readers but the philosophical underpinnings of Burnett’s “Great Big Point of View.” This perspective argued that fundraising should be fundamentally different from commercial enterprise, focusing on genuine relationships rather than mere transactions. The book’s success was a testament to the power of this vision, receiving accolades from experts and novices alike.

Fast forward to the present day, and Ken is preparing to release the Third and hopefully not final edition of his magnum opus this month.

 This edition is more than an update . It’s a comprehensive overhaul, incorporating 15 new Appendices that reflect, in specific and practical terms,  the dramatic changes in the fundraising landscape over the past three decades. They cover a wide range of topics, detailing how fundraising can go wrong, how relationship fundraising works brilliantly in practice, and the primacy of delivering an exemplary donor experience. They also explore transformational storytelling, legacy fundraising, target-setting, and the importance of investing in fundraising

This Third Edition emphasizes the vital importance of a distinctive organizational culture. It stresses the need for giving every fundraiser the best possible start, retaining and developing fundraisers, and creating a new covenant with donors. Clearly, Ken is pressing for a new era of responsible fundraising.

Given the rise of digital platforms and social media, the Third Edition discusses how relationship fundraising can adapt to these new channels of communication and engagement. Ken advises organizations to communicate carefully, tell stories powerfully and truthfully, and use correct grammar and punctuation. [Agitator note: The text of this 3^rd Edition appears in “proper” British English, spelling and syntax, a forgivable sin given Ken’s native land.]

Ken also highlights the need to write succinctly to capture the attention of readers whose attention spans are generally getting shorter, although the length of the 3^rd Edition has increased  47% to 564 pages compared to the First Edition’s 360 pages.

Pause for  Commercial Break

FORTUNATELY, true to Ken’s Scottish DNA and Publisher Jim Hilborn’s generosity the price is lower than either the First or Second Editions despite 30 years of inflation and vastly more goodies.

Properly, I should stop for a commercial interruption.  You make a pre-publication purchase of the Third Edition ofRelationship Fundraising right now –from Civic Sector Press. They accept payment in U.S., Canadian, and UK currency.

Back to the Treasure Trove

Ken’s Third Edition acknowledges the increasing importance of data-driven fundraising. He discusses how the creative use of supporter data is crucial for successful fundraising initiatives. He recommends Steve MacLaughlin’s book Data-driven Nonprofits to understand the capabilities of modern databases and the consequences of underinvesting in data.

What struck me throughout the book is how well Ken  debunks common myths surrounding relationship fundraising, reinforcing that it is not a soft option, nor is it difficult, expensive, or unprofitable. He provides numerous case histories that show how relationship fundraising leads to happier and more successful fundraisers and donors who stay longer and give more.

As Ken looks to the future, he sees a crossroads for the charity sector. There is potential for transformational change, leading to improved donor experiences and increased income. However, he also warns of the dangers of short-term thinking and declining trust. The choice, he believes, lies in the hands of fundraisers and their willingness to embrace the principles of relationship fundraising.  .

Ken Burnett’s journey from a pioneering fundraiser to an industry legend is a testament to the power of vision, passion, and unwavering commitment to a cause. As the Third Edition of Relationship Fundraising hits the shelves, it serves as both a guidebook and a beacon, lighting the way for future generations of fundraisers.

This magnificent piece of work is a fitting culmination to a career dedicated to transforming the way we think about fundraising, reminding us that at its heart, it is about relationships, integrity, and a genuine connection with those who support our causes.

Roger

P.S.  The Foreword to the book is penned by Adrian Sargeant, who has contributed his share of wisdom and breakthroughs to the trade.  Please read then rush right over to Civic Sector Press and get your copy.  It’s a Keeper.