Cecelia Hogan's new book is 390 pages of pure value - for fundraisers, researchers, managers and suppliers. Although written primarily for an American audience, its value lies in its cool, concise, cautious approach to research, from day one to the end of your campaign.
Cecelia makes her mark early in the book with a 20-page treatise on the ethics of research. This moral (but not moralizing) tone pervades the book, reminding us to respect our donors and to focus on using "the first philanthropic dollar raised to efficiently identify the next."
The heart of the book is a series of chapters about research techniques. Covering "research math," building a pool of prospects, screening, tracking and managing research, these sections will be of value to researchers from Belfast to Bologna and from Alaska to Adelaide. The techniques that Cecelia describes are applicable in all of these places, even if the sources cited may be American. And experienced researchers will find plenty of value; I found new techniques, new sources, and, new ways of looking at research in this book.
Included in the book is a series of useful appendices including a glossary and models for the paperwork associated with research, as well as more US sources of information and help.
The book is well edited and produced, leaving me with just one gripe - Cecelia's over-use of the first person plural. We don't need to write like that all the time, Cecelia. Good writing can include a passive tense or two.
Whether you are a fundraiser, a researcher or a manager, buy this book and learn all about prospecting from an expert.