“For lots of charities, raising money is seen as an enabler rather than a strategic objective, leaving fundraisers feeling bolted on as an afterthought.”
Duncan said fundraisers should use all available techniques to ensure the heads of charities understood the importance of fundraising and that fundraisers understood their position within organisations.
“Fundraisers need to understand what leverage they have,” she said. “They are in the unique position of having a clear external view because they know what their funders and sponsors think of their charities.
“It’s a really important consideration when people are developing a strategy to know they know where they fit in.”