Prikupljanje sredstava (fundraising) vrlo je važna aktivnost neprofitnih organizacija jer bez financijskih sredstava teško bismo mogli ostvariti svoju misiju. Planiranje prikupljanja sredstava čest je posao djelatnika za odnose s javnošću u neprofitnim organizacijama. Za uspješno prikupljanje sredstava neizostavan je jasno definiran razlog za potporu (case for support). Negativan publicitet povezan s troškovima kampanje može imati učinak na napore organizacija u prikupljanju sredstava jer ona najčešće ovise o potpori javnosti. Uobičajena visina troškova kampanje ne bi smjela prelaziti 12 – 15% ukupno prikupljenih sredstava, a troškovi do 20 % postali su gornja prihvatljiva razina. Prikupljanje sredstava mora poštovati etičke standarde, a troškovi se moraju kontrolirati. Brojne nevladine organizacije upravo su na etičkim standardima izgubile reputaciju, nestale sa scene i nanijele štetu cijelomu neprofitnom i humanitarnom sektoru. Jedan od najupečatljivijih primjera dobra prikupljanja i učinkovita korištenja prikupljenih sredstava međunarodna je humanitarna organizacija Mary’s Meals (Marijini obroci).; Fundraising is a very important activity of non-profit organizations because without financial means it would be difficult for them to realize their mission. Often in non-profit organizations the obligation to plan the fundraising is the work of public relations employees. For successful fundraising, it is essential to have a clearly defined case for support. Negative publicity associated with campaign costs can affect the organizations’ efforts in fundraising, as they most often depend on public support. The usual campaign costs should not exceed 12–15% of the total funds raised, and the costs up to 20% have become the highest acceptable level. Fundraising must be accompanied by commitment to ethical standards and cost control. Numerous non-governmental organizations have lost their reputation precisely on ethical standards, vanished from the scene and inflicted damage on the entire non-profit and humanitarian sector. One of the most striking examples of good fundraising performance and efficient use of the funds collected, is the international humanitarian organization Mary’s Meals.