Achieving Excellence in Fundraising

ACHIEVING EXCELLENCE IN FUNDRAISING, THIRD EDITION......Page 7
CONTENTS......Page 9
Tables......Page 15
Exhibits......Page 16
FOREWORD......Page 19
PREFACE......Page 21
Organization of This Book......Page 23
Reflections on the Third Edition......Page 24
ACKNOWLEDGMENTS......Page 27
THE EDITORS......Page 29
THE AUTHORS......Page 31
PART I: FUNDRAISING: THE ART OF RELATIONSHIP BUILDING......Page 41
CHAPTER 1: A PHILOSOPHY OF FUNDRAISING......Page 43
A Philosophy of Fundraising......Page 45
CHAPTER 2: PLAN TO SUCCEED......Page 50
Identifying the Constituency......Page 58
A Constituency Model......Page 59
Identifying and Attracting Likely Donors......Page 61
Roles and Responsibilities That Influence Giving......Page 64
Conclusion......Page 66
CHAPTER 4: DEVELOPING AND ARTICULATING A CASE FOR SUPPORT......Page 67
Where to Start? With Case Resources......Page 69
Internal Case, External Case, and the Difference Between Them......Page 74
Putting Pen to Paper: Strategies for Case Statement Development......Page 76
Conclusion......Page 78
PART II: STRUCTURING YOUR FUNDRAISING......Page 79
CHAPTER 5: THE TOTAL DEVELOPMENT PLAN......Page 81
Planning, Communication, and Fundraising......Page 82
Types of Gifts......Page 83
Prerequisites for Implementing the Integrated Development Plan......Page 86
Essential Support......Page 87
Conclusion......Page 89
CHAPTER 6: THE ANNUAL FUND......Page 91
Constituents and the Annual Fund......Page 92
The Annual Fund Team......Page 93
Setting and Achieving the Annual Fund Goal......Page 95
Understanding and Using the Donor Base......Page 98
Annual Fund Solicitation Methods......Page 99
The Annual Fund Plan and Calendar......Page 102
Conclusion......Page 103
CHAPTER 7: MAJOR GIFTS......Page 104
What Works in Major Gift Fundraising......Page 108
Inquiring and Inspiring......Page 110
Questions of Values......Page 112
Building an Ownership Position......Page 113
The Request or Invitation......Page 114
Stewardship and Recognition......Page 115
Managing the Major Gift Process......Page 116
The Philanthropic Road Ahead......Page 117
Conclusion......Page 119
CHAPTER 8: CAPITAL CAMPAIGNS......Page 121
Conclusion......Page 131
CHAPTER 9: ESTABLISHING A PLANNED GIVING PROGRAM......Page 132
Institutional Readiness......Page 133
The Planned Gift Options......Page 140
Marketing Planned Gifts......Page 145
Identification of Prospective Donors......Page 151
Conclusion......Page 153
PART III: DISCOVERING WHAT DONORS VALUE......Page 155
CHAPTER 10: CONTEMPORARY DYNAMICS OF PHILANTHROPY......Page 157
Size and Scope......Page 160
Fundraising and the Economic Climate......Page 161
Conclusion......Page 163
CHAPTER 11: PROSPECT RESEARCH......Page 165
Conducting Prospect Research......Page 166
Ethics in Prospect Research......Page 176
Conclusion......Page 177
CHAPTER 12: CORPORATE GIVING AND FUNDRAISING......Page 178
History......Page 179
Models of Corporate Giving......Page 182
Conclusion......Page 189
CHAPTER 13: FOUNDATION FUNDRAISING......Page 190
Types of Foundations......Page 191
Growth of Foundations in the United States......Page 193
Trends in Foundation Support......Page 194
Types of Support......Page 196
Conclusion......Page 200
Indicators of Philanthropic Behavior......Page 202
Fundraising Implications......Page 206
Conclusion......Page 210
CHAPTER 15: HIGH-NET-WORTH DONORS......Page 212
Defining High-Net-Worth Donors......Page 213
Understanding High-Net-Worth Donors......Page 214
Motivating High-Net-Worth Donors......Page 217
Measuring Success......Page 220
Conclusion......Page 221
CHAPTER 16: ETHNICITY AND GIVING......Page 223
Embracing Diversity in Fundraising......Page 224
Defining Diversity......Page 225
Problems and Challenges of Diverse Populations and Fundraising......Page 226
Cautious Generalizations for Diverse Population Groups and Philanthropy......Page 236
Responsiveness to Diversity and Differences: Steps to Take in Shaping a Fundraising Program......Page 237
Conclusion......Page 238
CHAPTER 17: GIVING DIFFERENCES AMONG THE GENERATIONS......Page 239
What Are the Generations, and How Do They Give?......Page 240
Giving Profiles by Generation......Page 242
Implications for Engaging the Next Generations of Donors......Page 247
Conclusion......Page 250
PART IV: THE ART OF SOLICITATION AND STEWARDSHIP......Page 251
CHAPTER 18: PERSONAL SOLICITATION......Page 253
Strategic Cultivation......Page 254
The Invitation to Make a Gift......Page 257
Beyond Solicitation: The Fundraiser’s Role Rightly Defined......Page 261
Conclusion......Page 262
CHAPTER 19: DIRECT MAIL MARKETING......Page 263
Direct Mail at All Levels......Page 264
Donor Acquisition and Donor Development......Page 266
Strategies for Direct Mail......Page 268
Elements of a Direct Mail Package......Page 270
Benchmarks for Evaluation......Page 271
Ten Keys to Success......Page 273
Conclusion......Page 274
CHAPTER 20: E-MAIL AND INTERNET SOLICITATION......Page 275
By the Numbers......Page 276
Internet-Based Fundraising Tools......Page 277
Conclusion......Page 286
CHAPTER 21: SPECIAL EVENTS......Page 287
Cultivation Events......Page 288
Solicitation Events......Page 289
Stewardship Events......Page 290
Integrated Events......Page 294
Conclusion......Page 295
CHAPTER 22: TELEPHONE SOLICITATION......Page 296
Campaign Planning......Page 297
Anatomy of the Call......Page 301
Campaign Management......Page 303
Leveraging the Full Capacity of a Phone Program......Page 306
Conclusion......Page 307
CHAPTER 23: THE PRACTICE OF STEWARDSHIP......Page 308
Conclusion......Page 312
PART V: INVOLVING VOLUNTEERS IN FUNDRAISING......Page 313
CHAPTER 24: THE TRUSTEE’S ROLE IN FUNDRAISING......Page 315
Understanding the Context for Fundraising......Page 316
Acting as a Sounding Board for Fundraising Strategy......Page 317
Working with Donors......Page 318
Acting as Organizational Advocates and Leading by Example......Page 321
Conclusion......Page 323
CHAPTER 25: VOLUNTEER MANAGEMENT......Page 325
The Strategic Value and Role of Volunteers......Page 326
Steps for Successful Volunteer Involvement......Page 328
Volunteer Retention......Page 332
Conclusion......Page 333
CHAPTER 26: USING SOCIAL MEDIA TO ENERGIZE AND MOBILIZE YOUR VOLUNTEERS......Page 335
Most Common Social Media Platforms......Page 337
Conclusion......Page 344
PART VI: MANAGING THE FUNDRAISING PROCESS......Page 345
CHAPTER 27: MANAGING THE FUNDRAISING PROGRAM......Page 347
Fundraising Managers and Their Responsibilities......Page 348
Meeting the Challenge Through Basic Management Functions......Page 349
Fundraising Staffing......Page 353
Policies and Procedures......Page 356
Conclusion......Page 357
CHAPTER 28: LEADERSHIP AND TEAM BUILDING......Page 358
Overview of Leadership Literature......Page 359
Applying Leadership Principles for Fundraisers......Page 362
Conclusion......Page 368
Strengths and Vulnerabilities......Page 369
Organizational Readiness......Page 373
Human Resources......Page 375
Sources of Support......Page 376
Fundraising Vehicles......Page 377
Management......Page 378
Conclusion......Page 379
CHAPTER 30: DONOR DATABASE MANAGEMENT AND SEGMENTATION......Page 380
Sample Data Elements......Page 381
Leveraging the Power of Data......Page 384
Conclusion......Page 387
CHAPTER 31: BUDGETING FOR FUNDRAISING AND EVALUATING PERFORMANCE......Page 389
Budget Preparations......Page 391
Budget Summary......Page 396
Performance Evaluation......Page 397
Gift Reports......Page 398
Conclusion......Page 401
Toward an Understanding of Marketing......Page 402
The Role of Market Research in Fundraising......Page 405
Communication: Building Awareness and Motivating Action......Page 409
Trust and Responsibility: An Ethical Framework......Page 412
Conclusion......Page 413
CHAPTER 33: SELECTING AND WORKING WITH FUNDRAISING CONSULTANTS......Page 415
Institutional Readiness......Page 416
Campaign Planning......Page 417
Finding and Engaging Consultants......Page 418
Good Working Relationships......Page 421
Conclusion......Page 422
What Defines Grassroots Fundraising?......Page 423
Grassroots Fundraising Strategies......Page 424
Conclusion......Page 431
PART VII: ETHICS AND ACCOUNTABILITY......Page 433
CHAPTER 35: ETHICAL FRAMEWORKS FOR FUNDRAISING......Page 435
Issues of Trust......Page 439
Ethics and Professionalism......Page 440
Approaches to Ethics......Page 444
Ethical Dilemmas......Page 447
Applying Ethics in Fundraising......Page 448
Conclusion......Page 452
CHAPTER 36: THE LAW AND FUNDRAISING......Page 453
Governance......Page 454
State Law Considerations......Page 455
Federal Law Considerations......Page 458
Conclusion......Page 464
PART VIII: YOUR CAREER IN FUNDRAISING......Page 465
Milestones in the Professionalization of Fundraising......Page 467
Issues of Fundraising as an Emerging Profession......Page 469
The Future of Fundraising as a Profession......Page 472
Conclusion......Page 473
CHAPTER 38: FUNDRAISING CREDENTIALING......Page 474
CHAPTER 39: PREPARING FOR THE CFRE EXAM......Page 477
CHAPTER 40: INTERNATIONAL PERSPECTIVES ON FUNDRAISING......Page 481
CFRE Job Analysis Methodology and Respondents......Page 482
A Snapshot of Job Analysis Survey Respondents......Page 486
Findings from the CFRE Job Analysis......Page 487
Evolution of the Fundraising Profession......Page 491
Conclusion......Page 492
Association Resources......Page 493
Options for Formal Education......Page 494
Published Resources......Page 496
Conclusion......Page 498
GLOSSARY OF FUNDRAISING TERMS......Page 503
REFERENCES......Page 519
INDEX......Page 529