Abstract

Fundraising, according to Wilcox (2008: 3), is ‘the art and science of approaching potential donors with the right appeals at the right time’. It involves directly asking for money and other gifts or indirectly raising funds such as through special events or product sales. Sponsors use publicity techniques to attract attention to the fundraising cause or to persuade giving. Alternatively, they may use marketing whereby research has identified an objective shared with target groups and donations are solicited for that mutual cause. Unlike philanthropy, which is a one-way exchange, political fundraising likely involves the donor receiving a benefit, be it material, social or ideological.