Читать книгу Achieving Excellence in Fundraising - Группа авторов - Страница 92

Many theories address why people engage in philanthropy as donors, and these also inform fundraising. For example, empirical evidence shows that being asked is key to the act of making gifts (Adloff 2016). Less attention has focused on theories of how fundraising functions, and its social implications. As Russell James III (2017) noted, theoretical guidance is perhaps less important for quick, transactional models of fundraising, but can contribute greatly to aspects of fundraising that rely on developing longer term, nuanced relationships.

The process of developing and testing theoretical frameworks to help understand fundraising is ongoing (Mack, Kelly, and Wilson 2016). Many of these theories are extensions or refinements of theories originally used in other situations. Systems theory is a reminder that organizations are part of a greater environment requiring boundary spanning to ensure adequate financial resources. Resource dependence theory highlights potential power implications of revenue portfolios. Gift theory examines the social exchange aspects of philanthropy, indicating that fundraisers and donors live in a relational society. Identification theory looks to the importance of affirming a donor's sense of self and the role of communities of participation in expanding how a donor identifies with others. Dramaturgy emphasizes the importance of symbolic meaning, and how fundraisers can encourage an atmosphere and framing that aligns the importance of the cause with the donor's interests.

Taken together, these theories undergird the importance of relationships in fundraising. They imply a duty of care to donors, to treat them as whole people with personal values and preferences. They also imply a duty of care to the organizations and those they serve.