Description
Book SynopsisThe real-world guide to successfully funding your nonprofit program The Complete Guide to Fundraising Management is the comprehensive handbook for successful fundraising, with a practical focus that applies across the nonprofit sector. With a focus on planning, self-assessment, continual improvement, and high-payoff strategies, this book provides more than just ideasit shows you the concrete, real-world actions that make it all happen, and gives you the tools you need to bring these concepts to life. This new fourth edition features the latest information about social media campaigning, internet fundraising, crowdfunding, and more. Timelines, checklists, and forms help you streamline management tasks to focus on effective development, and updated sample reports and budget information help you begin implementing these approaches quickly.
The nonprofit world is becoming increasingly competitive in terms of funding, and fundraisers are being asked to perform miracles m
Table of Contents
Foreword to the Fourth Edition xiii
Foreword to the Third Edition xiv
Preface xvii
A Note about the Website xix
Chapter 1 Five Major Fundraising Principles 1
People Give to People to Help People 1
People Give Relative to Their Means 2
Those Closest Must Set the Pace 3
Successful Fundraising 3
The 80/20 Rule is Becoming the 90/10 Rule 4
The Need for Balance 5
Chapter 2 Your Organization and the Nonprofit World 7
An Overview of the Sector—Broad Range of Services 7
Opportunities and Challenges 8
Working Together 9
Importance of Strategic Management 10
Be Sure Your Institution is Worthy of Support 12
Chapter 3 Managing the Resource Development Function 17
Analysis and Planning 17
Effectiveness: Doing the Right Things 21
Efficiency: Doing Things Right 23
Budgets and Financial Resources 25
Setting Fundraising Goals 30
Fundraising Modes 36
Special Issues Related to Small and Large Operations 42
Ethics 45
Evaluation 49
Chapter 4 The Case for Support and Fundraising Materials 51
The Case Statement 51
The Comprehensive Formal Case Statement 52
The Case Statement Process 54
Market- and Situation-Specific Case Statements 55
Presentations and Presentation Materials 55
Chapter 5 Managing Information 61
Record Keeping 62
Supporting Fundraising Strategies 62
Acknowledgments 63
Reports 64
Targeted Communications 66
The System 73
Establishing the Information System 74
File Systems and Procedures 77
Chapter 6 Prospect Identification, Research, and Segmentation 79
The Best Prospects 80
Prospect Research 83
Prospect Ratings and Evaluations 84
Know the Prospective Donor as a Person 94
Chapter 7 Nurturing Relationships 97
Friend-Raising Activities 97
Moves Management—Cultivating Real Relationships 105
Donor Acknowledgment 105
Four Parts of an Acknowledgment Program 110
Chapter 8 Major Gift Fundraising 115
When Major Gift Strategies are Appropriate 116
Preparing for a Major Gift Initiative 117
The Solicitation Interview (How to Ask for a Major Gift) 127
After the Solicitation 134
Solicitation Training and Role-Playing 134
Chapter 9 Direct Response: Mail and Online 137
Acquisition Mailings 138
Renew and Upgrade 141
Lapsed Donors 143
Public Relations and Information 144
Frequency 145
Ensuring Success 146
Elements of the Appeal Package 147
Mail Lists 155
Mail Preparation: What to Do In-House; What to Do with a Mail House 159
Social Media and Text-to-Give 163
Newsletters—Print and Electronic—as Part of the Direct Response Program 164
Websites 166
Chapter 10 Telemarketing as a Relationship-Building Tool 169
The Law and Telephone Solicitation 169
Volunteer Phone-a-Thon 170
Volunteer Phone-a-Thon Overview 171
Volunteer Recruitment 172
Orientation 173
Managing the Process 177
Phone and Mail Campaign Coordination 179
Ad Hoc Volunteer Calls 179
Professional Telephone Solicitation Campaigns 180
Chapter 11 Special Event Fundraising, Cause-Related Marketing, and Crowdfunding 183
Special Events: Choosing the Event 184
Implementing the Event 186
Cause-Related Marketing 189
Crowdfunding 190
Chapter 12 Grants 193
What is a Grant? 193
Government Grants and Contracts 194
Foundations 195
Foundation Research 196
Project Development 197
The Application 198
Acknowledgment and Reporting Requirements 201
Donor-Advised Funds 201
Chapter 13 Planned Giving 203
Defining Planned Giving 203
Importance of Planned Giving 203
Charitable Gift Instruments—Ways of Giving 204
Donor Education and the Planned-Giving Program 213
Endowment Fund 219
Sample Marketing Plan for Charitable Gift Annuities 220
Planned-Giving Societies 224
Chapter 14 Capital and Endowment Campaigns 225
Requirements for a Successful Campaign 225
Chronological Steps for Success 230
Building Endowments 242
Institutional Differences 245
Campaign Organization and Structure 249
Chapter 15 Human Resources 253
The Board of Directors 253
The Resource Development Staff 271
Volunteers 278
Working with Consultants 281
Chapter 16 Successful Fundraising in Large and Small Nonprofits 289
What Every Fundraiser Should Monitor 290
Decision Making 304
Small-Shop Fundraising 305
The Job—and the Joy—of Fundraising 306
About the Authors 309
Acknowledgments 311
Index 313
