ABSTRACT
Fundraising for nonprofit organizations can best be thought of through the basic concept of marketing. Giving involves a social exchange between the donor and the organization. Donors have a variety of motivations for giving, some that involve personal interest and some that involve helping others. The fundraising process consists of the following steps: Research, Planning, Cultivation, Solicitation, Stewardship, and Evaluation. Activities within and across these steps include: major gift fundraising, planned giving, special events, phonathons, direct mail, digital media, and capital campaigns.
