Description
Book SynopsisMany fund raisers mistakenly believe that the desire to be philanthropic drives the giving process. Not so. Philanthropy, as Dr Judith Nichols explains in this powerful new edition of 'Pinpointing Affluence', is "the end result of a logical chain of events that shapes an individual's thinking and concerns. If fund raisers don't understand the environment that individuals inhabit, we miss the clues that enable us to facilitate that person towards meaningful giving." What are these clues? Dr Nichols helps you to find them using the demographic and psychographic information that savvy marketers have been using for years. As in the best-selling original, 'Pinpointing Affluence in the 21st Century' weaves demographics/psychographics and fundraising together, revealing the crucial connections between background and strategy. Almost completely rewritten to provide the latest research and statistics, new chapters address how to find affluence in the entrepreneurial, small business, and corporate workplace, as well as introduce the reader to the hidden wealth of younger generations. Fundraising cannot be static. The world changes, donors and prospects change, and fundraisers must change, too. This work outlines an underlying philosophy for fund raising in the new millennium, and provides up-to-the-minute advice for finding today's affluent prospects.
Table of ContentsUnderstanding why we need a new approach to fund raising; why you should focus on major gift giving; why nine out of every ten major donor prospects should be individuals; America's rich - a reality check; turning to affluence - meet today's and tomorrow's donors; the five generations you'll work with; an increasingly diverse pool of donors and prospects; understanding the changing attitudes - finding affluent prospects demographically and psychographically; pinpointing affluence geographically; pinpointing affluence by age; pinpointing affluent households; pinpointing affluent women; pinpointing affluence by cultural diversity; pinpointing affluence in corporate America; pinpointing affluent professionals and the self-employed; pinpointing affluent small business owners; pinpointing affluent entrepreneurs; pinpointing affluence by hobbies and interests - fund raising strategies that make sense; raising more money - overall assumptions; focusing on renewal and upgrading versus acquisition; focusing on planned giving instead of current giving - creating donor and prospect involvement; using face-to-face cultivation; encouraging volunteerism; asking effectively through direct marketing methodologies.
