Fundraising is basically in the voluntary sector is coined for marketing communications in the profit-centric sector. Fundraising is an important function of generating resources for the social work being undertaken by the voluntary organisation.

Although fundraising typically refers to efforts to gather money for non-profit organizations, it is sometimes used to refer to the identification and solicitation of investors or other sources of capital for for-profit enterprises.

Traditionally and more commonly religious institutions raised resources mostly asking for donations from people who visited these institutions.  Gradually, asking donations took a turn to asking on the street or at people's doors, and this is experiencing very strongly grow into various modern forms of face-to-face fundraising.

Thus, Face-to-face fundraising has in recent years become a major source of income for many voluntary organisations around the world. The popularity of this method as it deals only with individuals giving and they giving on a regular basis and on long-term.

Many voluntary organisations especially in the developing world depend on receiving grants from grant making organisations, governments and large funding agencies. Their fundraising efforts are concentrated on securing such short-term large sums of money, may be one-time.

Raising funds from companies is another fundraising source.

Reasons for public communication and fundraising

• More money is needed to sustain, improve and expand work
• The public in India is on the whole ignorant of social and development problems. The best people to inform the public are committed groups
• If voluntary organisations receive more support from the public, the government and corporate sector will be more ready to listen to what voluntary organisations have to say
• A supporting public can become a campaigning force
• Voluntary organisations will be more careful about how money is spent and will strive to be more effective
• There is considerable scepticism among the public about voluntary organisations. Transparency and increased communication will help change this.

Fundraising is not one person’s responsibility.  It is a team effort. 

It also doesn’t “just happen”.  It requires organised commitment.