Locate the intersection between the interests
Trade Review
"Put simply, fundraising is nothing more than salesmanship. It's persuasiveness at work. It's a performing art." (Directors & Boards, Third Quarter 2009) "Reynold Levy offers a straightforward, on-target approach to virtually every fundraising concern, including those experienced in tough economic times." (Arts Management, Jan-Feb 2009)
"Most fundraisers are uncomfortable asking for money, despite the fact that they are soliciting funds for worthy causes. However, author Reynold Levy makes the case that not only do individuals, corporations and foundations give money to organizations and causes they care about, they do so because they are asked. In addition, despite the current economic crisis, Americans continue to enjoy staggering wealth, and the wealthy can comfortably increase the amount they now give to charity without depriving themselves. All it takes is a disciplined and creative approach to soliciting those funds. This book shows you how." (CausePlanet.org; 11/08)
"Reynold Levy, could not have predicted the economic climate into which his new book would land. But "Yours for the Asking" now seems eerily prescient - particularly which chapters like "Fund-Raising in Stormy Weather" and "Overcoming Economic Bad News and Psychological Resistance". Regarding tough times, Mr. Levy asserts in the book that affluent people donate more from their assets than their income, leaving their contributions less vulnerable to a downturn." Moreover, worthy causes remain worthy, Mr. Levy said in an interview, no matter what the current state of world." (The New York Times; 11/11/08)
"Reynold Levy, a veteran fund raiser and former grant maker whose new book is called Yours for the Asking, argues that even in a troubled economy, a lot of people still have the resources to give generously…. His new guide seeks to reverse their discomfort and create an army of solicitors with the gumption to go after the stockpiles of money that Mr. Levy says are readily available." (The Chronicle of Philanthropy, November 27, 2008)
"The real value of Levy's work lies in his ability to demystify the process of fund-raising and his personal touch that will appeal to those seeking funding…" (Library Journal XpressReviews, 10/7/08)
“…I found Levy's stories, suggestions, tips, and philosophy completely applicable to any nonprofit, large or small, high flying or grassroots. What did I like most about Levy's book? It is hard to pick out just a few favorite parts, but I read with fascination about how a fabulous event was put together; welcomed Levy's thoughts about the worth of soliciting the small businesses that surround one's organization; and appreciated his thoughts about e-philanthropy.” (About.com, 9/19/08)
Table of Contents
Acknowledgments xv
About the Author xxi
Introduction xxiii
Chapter 1
Fundraising: A Call to Alms, A Call to Action 1
America’s Charitable Potential 6
Activating Philanthropy: The 92nd Street Y 9
Galvanizing Giving: The International Rescue Committee 10
Fundraising on Steroids: Lincoln Center 11
A Call to Alms, A Call to Action 15
Chapter 2
Soliciting Individual Prospects 17
America’s Astonishing Affluence 19
Trustee Engagement and Support 23
Volunteer Service: Beyond the Board 29
Engaging Volunteers: A Management Priority 31
A CEO’s Modus Operandi 33
Attitude and Temperament 35
Overcoming Economic Bad News and Psychological Resistance 37
To Ask: Popping the Question 38
Qualities of Excellent Fundraisers 41
Ready, Set, Ask 42
Chapter 3
Asking, Face to Face 43
Appointment Secured: Now What? 45
Please and Thank You 46
Donor Recognition: Here to Stay 47
Merit Matters: The Formal Written Request 48
The Lure of the Challenge Grant 49
The Generational Divide 50
Confessions of a CEO 52
The Written Proposal: A Prizewinning Example 54
Obstacles to Overcome 61
Individual Donor Checklist: Some Vital Questions 62
Chapter 4
The Institutional Donor: Corporations and Foundations 65
The Corporation and the Small Business 66
The Parlance of Corporate Aid 67
Corporate Support Magnified 69
Small Business, Large Impact 70
The Corporation: Pathway to Affluent Donors 71
Winning Business Support 72
The Lincoln Center Experience 76
Take a Walk, Read Widely 80
The Foundation 81
Chapter 5
Technique: Special Events and Direct Mail 85
Special Events 86
Direct Mail Fundraising 94
Chapter 6
Tough Questions: Candid Answers 99
Emerging Nonprofits: Newer, Smaller 100
The Philanthropic Postmortem: Critiquing Performance 102
Fundraising in Stormy Weather 104
Fundraising: Who is in Charge and When 106
Fundraising Myths and Realities 108
A CEO’s Two Friends: The Watch and the List 111
Four Hall of Fame Fundraisers: My Nominees 113
Donations that can Cost Too Much 118
Chapter 7
A Passport to Successful Fundraising: Lessons of a Lifetime 121
1. Diversify Funding Sources 122
2. Diversify Funding Methods 122
3. It’s the Board of Directors, Stupid 122
4. Advice and Money: The Relationship 123
5. Fundraising: Anytime, Anywhere, Any Season 123
6. The Solicitor’s Magic Words 123
7. The Right Way to Ask 123
8. Shoe Leather Trumps Mail 124
9. No is Not an Answer 124
10. Baseball, Not a College Exam 124
11. Fundraising as Apple Pie 124
12. Fundraising is a Team Effort 125
13. Practice, Practice 125
14. Philanthropy is Biography 125
15. Speed and Agility Matter 125
16. The Corporate/Nonprofit Meeting Place 126
17. The School of Hard Knocks 126
18. Early Money: The Best Kind 126
19. Donors Crave Recognition 126
20. Philanthropists Need Help 127
21. Merit Matters 127
22. Reputation: Hard to Acquire,
Easy to Squander 127
23. Communicate, Early and Often 128
24. Roles that Fundraisers Play 128
25. Plan and Prepare 128
26. Spread the Gospel 129
27. Fundraising is All about Tomorrow 130
28. Leaving a Legacy 130
Chapter 8
Humor and Fundraising 133
The Relentlessness of Fundraisers 134
The Elusiveness of Prospects 135
Fundraising is Heavy Lifting 135
The Imperative of Donor Recognition 136
The Lore of Frank Bennack, Jr. 137
Politics is Inexpensive 138
Major Prospects Enjoy Healthy Egos 138
Self-Deprecating Humor: It Wears Well 138
A Classic: Many Variations on a Theme 139
She was One of a Kind: Beverly Sills—Part A 139
She was One of a Kind: Beverly Sills—Part B 140
She was One of a Kind: Beverly Sills—Part C 141
An Excusable Lateness 142
Introducing a Gala Honoree 143
The Ask Reduced to its Essentials 143
Intellectual Flight and an Empty Wall No More 145
The Philanthropic Marine Corps 147
Chapter 9
Fundraising: Dimensions of the Future 149
The Board of Directors Transformed 150
Willie Sutton goes Global 151
Philanthropic Converts Become Proselytizers 155
Underperforming Businesses 155
E-Philanthropy: Unrealized Potential 158
Think Big: It’s a New Millennium 160
Chapter 10
Quotations that Matter 163
Bibliography 173
Appendix I. Fundraising on Steroids: Lincoln Center 179
Appendix II. Nonprofit Board of Directors Size:
A National Sampler and Lincoln Center 185
Appendix III. Governance at Lincoln Center: 2007 187
Appendix IV. Three Direct Mail Home Runs from the
International Rescue Committee 189
Notes 199
Index 203
