The Complete Guide to Fundraising Management

Content: 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