Description
Book SynopsisWhy does it cost nonprofits on average $20 to raise $100, while it costs companies only $4?
Simply put: Nonprofits have no leverage. No one has to make a donation. And since most donors have no direct stake in the organizations they support, they make donations out of the goodness of their hearts. If donors feel like writing a check, they will. If they don''t, they won''t.
The End of Fundraising turns fundraising on its head, teaching nonprofits how to stop begging for charity and start selling impact.
For the first time, nonprofits have economic power. We live in a new era where consumers, businesses, investors, employees, and service providers attach real economic value to social outcomes. An era where yesterday''s feel good issueseducation, the environment, health care, the arts, and animal rightsnow have direct economic consequences and opportunities. Nonprofits now have leverage. To use this leverage, nonprofits must learn how to sell their impact to a new set of
Table of Contents
Preface ix
Introduction: The End of Fundraising as We Know It 1
Part I CAPTURING YOUR IMPACT: FROM ‘‘WHAT’’ TO ‘‘SO WHAT?’’ 27
1 From Accountability to Value 33
2 Measurement 47
3 Creating a Product Called Impact 59
Part II MARKETING YOUR IMPACT: HOW TO CONNECT YOUR VALUE TO THE MARKET 79
4 New Market Stakeholders 87
5 Not All Outcomes Are Created Equal 115
6 How to Increase Your Value 131
Part III SELLING YOUR IMPACT: CREATING AND CLOSING DEALS IN THE SOCIAL CAPITAL MARKET 143
7 It’s Not About You, It’s About Them 145
8 The Art of the Deal 161
9 The Seven Immutable Laws of Selling Your Impact 173
Conclusion: Implications of the Social Capital Market 177
Epilogue: Frequently Asked Questions 183
Notes 189
Acknowledgments 209
Index 211
