Social enterprise organizations have played a vibrant and important role in the USA for the past century encompassing nearly15% of the workforce.  These organizations have received deep and enduring support from philanthropy as they pursued their mission. Yet without a sustainable revenue model, even the most exciting mission-driven organization will ultimately collapse.  Many CEOs / EDs say that over half their lives (and the harder half at that) are focused on fund raising.  The dirty truth is with no fund raising, there is no social enterprise or enduring mission.   This book is focused squarely on that reality:  asking for money / donations.  Many people dislike doing it, seeing it as akin to begging.  Others don't do it very well.  McFarlans view is that everything from governance to specific services is shaped by the need for a sustainable revenue model. You must have the right trustees and other solicitors to make this happen.  Your fundraising ask (and team) must have the right messaging. Your model must be one that allows you to achieve your mission while still keeping the lights on. This book is not devoted to the romance of mission definition and how to shape it.  Rather, it is devoted to helping raise the financial resources for these good deeds. It is inelegant and absolutely vital.