Foreword ix
Preface xiii
Acknowledgments xvii
About the Author 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 4
Successful Fundraising 4
The 80/20 Rule Is Becoming the 90/10 Rule 5
The Need for Balance 6
Chapter 2 Your Organization and the Nonprofit World 7
An Overview of the Sector-Broad Range of Services 7
Opportunities and Challenges 9
Working Together 10
Importance of Strategic Management 11
Be Sure Your Institution Is Worthy of Support 14
Chapter 3 Managing the Resource Development Function 19
Analysis and Planning 19
Effectiveness: Doing the Right Things 23
Efficiency: Doing Things Right 26
Budgets and Financial Resources 28
Fundraising Modes 44
Special Issues Related to Small and Large Operations 50
Ethics 55
Evaluation 58
Chapter 4 The Case for Support and Fundraising Materials 61
The Case Statement 61
The Comprehensive Formal Case Statement 62
The Case Statement Process 64
Market-and Situation-Specific Case Statements 65
Presentations and Presentation Materials 65
Chapter 5 Managing Information 73
Record Keeping 74
Supporting Fundraising Strategies 74
Acknowledgments 75
Reports 76
Targeted Communications 82
The System 85
Establishing the Information System 86
Chapter 6 Prospect Identification, Research, and Segmentation 93
The Best Prospects 94
Prospect Research 97
Prospect Ratings and Evaluations 99
Know the Prospective Donor as a Person 110
Chapter 7 Nurturing Relationships 113
Friendraising Activities 113
Relationship-Building Activities Must Be Scheduled andMonitored 120
Moves Management-Cultivating Real Relationships 120
Donor Acknowledgment 121
Four Parts of an Acknowledgment Program 126
Chapter 8 Major Gift Programs 131
When Major Gift Strategies Are Appropriate 132
Preparing for a Major Gifts Initiative 133
The Solicitation Interview (How to Ask for a Major Gift) 144
After the Solicitation 153
Solicitation Training and Role Playing 153
Chapter 9 Mail and Email Fundraising 157
Acquisition Mailings 157
Renew and Upgrade 161
Lapsed Donors 163
Public Relations and Information 164
Frequency 164
Ensuring Success 166
Elements of the Appeal Package 167
Mail Lists 174
Mail Preparation: What to Do In-House; What to Do with a Mail House 177
Post Office 180
Newsletters as Part of the Direct Mail Program 180
Email and Websites 181
Chapter 10 Telephone Solicitations 185
Volunteer Telephone Solicitations 186
Professional Telephone Solicitation Campaigns 197
Chapter 11 Special Event Fundraisers 201
Choosing a Special Event 202
Implementing the Event 204
Cause-Related Marketing 207
Chapter 12 Grantsmanship 213
What Is a Grant? 214
Government Grants and Contracts 214
Foundations 215
Foundation Research 217
Project Development 221
The Application 224
Acknowledgment and Reporting Requirements 228
Chapter 13 Planned Giving 231
Defining Planned Giving 231
Importance of Planned Giving 231
Charitable Gift Instruments-Ways of Giving 232
Donor Education and the Planned-Giving Program 240
Endowment Fund 250
Sample Marketing Plan for Charitable Gift Annuities 251
Planned-Giving Societies 257
Chapter 14 Capital and Endowment Campaigns 259
Requirements for a Successful Campaign 259
Chronological Steps for Success 264
Building Endowments 279
Institutional Differences 281
Campaign Organization and Structure 286
Chapter 15 Human Resources 291
The Board of Directors 291
The Resource Development Staff 313
Volunteers 320
Working with Consultants 323
Chapter 16 Evaluation 333
Code of Ethics 351
A Donor Bill of Rights 352
Index 353