Fundraising across different causes 1

Efforts to grow and strengthen the culture of philanthropy in the UK and beyond have largely focused on two dimensions: the total amount of money donated and the effectiveness of philanthropic spending. However, the absence of much comment on, or significant research into, the destination of donations does not alter the situation that some groups succeed in attracting significant philanthropic funds whilst others struggle to secure any – or many – donations. This chapter first seeks to address how can we define what is meant by ‘unpopular’ causes in contemporary society. Second, we explore examples of ‘good practice’ by charities that have overcome perceived unpopularity to achieve fundraising success. In conclusion, drawing on the literature review, theoretical approaches and case studies we suggest five types of ‘good practice in asking’ that are relevant to all types of charities, wherever they perceive themselves to be on the ‘popularity spectrum’.