Charitable fundraising has become ever more urgent in a time of
extensive public spending cuts. However, while the identity and
motivation of those who donate comes under increasingly close
scrutiny, little is known about the motivation and characteristics
of the 'askers', despite almost every donation being solicited or
prompted in some way. This is the first empirically-grounded and
theorised account of the identity, characteristics and motivation
of fundraisers in the UK. Based on original data collected during a
3-year study of over 1,200 fundraisers, the book argues that it is
not possible to understand charitable giving without accounting for
the role of fundraising.
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