Five reads that are right on the money

Looking for some holiday reading? A book that will enhance your fundraising powers too? These five books have all had a big impact on me and the way I do fundraising, whether it is writing appeals, letters, designing new programmes, creating exhibitions, thinking about strategy… 

Great Fundraising Organizations

Alan Clayton 

(Wiley, 2025)

Just published, this book explains why some charities ‘take off’ and others stagnate. Alan addresses the internal cultural tension between mission delivery and donor-centred fundraising, and shows that being clear about your mission in a way that donors can relate to is absolutely key.

The book is full of both data and real-life examples. The stories make it a great read, but also help to show how this works in action, so as you read you can quickly see how to apply it to your own situation. Really inspiring for anyone thinking through their strategy. 

 

Thankology 

Lisa Sargent

(Civil Sector Press, 2025)

Also just published, this is a short but compelling book that will revolutionise your thanking procedures. Again this is full of examples, and written with real passion that will inspire you. Lisa is very generous with her advice on LinkedIn and is worth following, but this book puts meat on the bones.

There are DOZENS of lines that you can pick and adapt for your own situation. She introduces a six-step THANK-U framework (Thank, Help, Ask, Notify, Kindle, Update), and gives examples of how this works in practice. 

 

Change for good 

Bernard Ross & Omar Mahmoud

(Central Books, 2018)

A detailed look at how neuromarketing and behavioural science affect decisions, with a particular angle on how this works in non-profits. Particularly good if you are designing campaigns that “nudge” supporters – whether through default gift options, framing asks or leveraging social norms via peer influence.

It has so many actionable examples that I read it with note cards next to me so that I could keep jotting down ideas to try as they came to me. It would be helpful to anyone wondering how to take their fundraising to the next level. The Management Centre have published a free four-page summary of the book and if that makes sense to you, buy the whole book! 

 

Brainfluence

Roger Dooley  

(Wiley, 2011) 

Subtitle: ‘100 ways to persuade and convince customers with neuromarketing’. So while it isn’t specific to non-profits (apart from one section of ideas that are especially applicable), many ideas – such as sensory cues, framing and social proof – translate directly into fundraising copy, webpage layouts and appeal design.

UK fundraisers familiar with Dooley’s Brainfluence podcast (also recommended) will find this a practical manual: easy to dip in, pick one idea and adapt it for better donor engagement and response. 

 

Made to stick

Chip and Dan Heath 

(Cornerstone Digital, 2007) 

This is a great book on how to tell memorable stories – ones that will ‘stick’ – which are the basis of nearly all great appeals, and often great speeches too. When I write appeals now, I always try to make the story one that someone would be able to recall and retell later.

This book explains some of the ways that you can make your stories ‘sticky’ by using the acronym SUCCESs 

Is it a 

Simple 

Unexpected 

Concrete 

Credible 

Emotional 

Story? 

The “Unexpected” and “Concrete” elements are especially powerful in cutting through the crowded UK charity market, while “Credible” speaks to a public increasingly alert to transparency and impact. By applying SUCCESs, your stories are more likely to be retold – whether that’s a vicar sharing it in a sermon, a supporter mentioning it over tea or a donor recalling it months later when making a gift.