Do you lurch from one fundraising campaign to the next, or are you able to step back and take the long view? The way you approach fundraising can make all the difference to your charity's success and its ultimate survival. The prudent fundraiser has to have a strategy in place that is both robust and dynamic, and this book will set you on the path to achieving that. Grounded in robust theory but with the needs of practitioners at its heart, this book will be your indispensable aid. It shows you how to: * Understand the internal and external fundraising environment * Identify your strategic objectives and key audiences * Structure your tactics * Track, measure and control your plan * Avoid strategic wear-out With additional insights around contemporary issues and advice on how to establish an ethical framework for your fundraising, this guide is a pre-requisite for all fundraising professionals.