Fundraising Fundamentals: A Guide to Annual Giving for Professionals and Volunteers

Fundraising Fundamentals A Guide to Annual Giving for Professionals and Volunteers SECOND EDITION......Page 3
Preface......Page 11
Acknowledgments......Page 15
Contents......Page 17
CHAPTER 1 Developing Annual Gift Support by Raising Friends and Building Relationships......Page 25
The Philanthropic Process......Page 29
Philanthropic Practice......Page 31
The Independent Sector and the Nature of Charitable Organizations......Page 33
The Role of Fund Development......Page 36
The Role of Annual Giving......Page 41
What to Use in Making Annual Gifts......Page 42
CHAPTER 2 Asking for Money: Begin with Testing by Mail......Page 51
Acquisition: The Everlasting Search......Page 52
Finding Likely First-Time Donors......Page 62
Testing, Testing, Testing......Page 67
Letter Texts: Write Love Letters!......Page 74
CHAPTER 3 Direct Mail Acquisition: Constituency Building......Page 87
Meeting Changing Needs......Page 90
The Case for Annual Gift Support: Goals and Potential......Page 93
Goal Setting for Annual Giving Solicitation......Page 97
These Are Donors, Not Numbers......Page 100
The Annual Fund—Master Schedule......Page 104
Making and Following Plans: The Frequency of Appeals......Page 106
Plan to Be Flexible......Page 108
Where Pledges Fit in Annual Giving......Page 110
Acquisition through Mail Appeals......Page 117
Why Use the Mail?......Page 120
Multiple Acquisition Methods......Page 122
Multiple Mailings......Page 123
When to Mail and How Often......Page 124
Improved Results with Multimedia Appeals......Page 128
Other Options for Acquisition Mailings......Page 129
CHAPTER 4 Donor Renewal: A Communications Art......Page 141
Communications Opportunities......Page 143
Involvement Opportunities......Page 155
Methods of Donor Renewal, Revival, and Reward......Page 161
Performance Analysis......Page 165
Donor Relations......Page 172
CHAPTER 5 Membership and Membership Associations......Page 185
Legal and Tax-Exempt Status......Page 187
Membership Options......Page 189
Basic Design......Page 192
Annual Dues and Gifts......Page 193
Benefits and Privileges......Page 195
The Value of a Gift Membership......Page 197
Management of Membership Associations......Page 206
Annual Giving Opportunities for Members......Page 213
Annual Membership Campaigns......Page 218
Operating Costs for Membership Programs......Page 224
CHAPTER 6 Telephone and Telemarketing Techniques......Page 235
Preparing for Telephone Solicitation......Page 238
The Volunteer Calling Program: Planning Is the Key to Success......Page 241
Developing a Telemarketing Program......Page 243
Should You Hire a Professional Telemarketing Firm?......Page 251
Budgeting for Telephone Solicitation......Page 255
Other Uses of the Telephone......Page 258
CHAPTER 7 Groups, Guilds, and Support Organizations......Page 267
The Auxiliary......Page 271
The Guild......Page 275
Donor Clubs: The Benefits of Organizing Donors......Page 276
Support Group Organizations......Page 284
Management of Groups, Guilds, and Support Organizations......Page 292
CHAPTER 8 Soliciting Annual Gifts from Corporations and Foundations......Page 301
Securing Annual Corporate Gifts......Page 302
Tax Deductions as a Motivation......Page 307
The Roles of Research, Relationships, and Requests......Page 311
The United Way Corporate Connection......Page 319
Corporate Matching Gifts: Untapped Gold?......Page 321
Cause-Related Marketing: Yes, It’s Money But It Is Not Philanthropy......Page 325
Securing Annual Foundation Gifts......Page 328
Research, Relationships, and Requests......Page 330
Donor Recognition for Corporations and Foundations......Page 338
CHAPTER 9 Internet Solicitation......Page 341
Artful Uses of the Internet for Annual Giving......Page 348
Cyberspace Law: Online Fundraising Rules and Regulations......Page 356
Working with Application Service Providers......Page 358
Ethics Codes and Standards of Professional Practice......Page 362
Intellectual Property, Copyright, Privacy, and Security......Page 367
The Future of Internet Solicitation......Page 371
CHAPTER 10 Activities, Benefits, and Special Events......Page 375
Volunteer Development......Page 378
Recruitment......Page 382
Definitions and Differences......Page 393
Activities......Page 394
Benefits......Page 403
Special Events......Page 419
Management and Performance Measurement......Page 424
CHAPTER 11 The Volunteer-Led, Personal Solicitation Annual Giving Campaign......Page 437
Developing Qualified Donors......Page 439
Recruiting and Training Volunteer Solicitors......Page 441
Campaign Leadership: The Key to Success......Page 452
Management of the Annual Giving Campaign......Page 457
Recognition and Reward......Page 463
CHAPTER 12 Other Ways to Raise Money Every Year......Page 473
Advertising and Coupons......Page 476
Commemorative and Tribute Giving......Page 478
Commercial Sales, Cause-Related Marketing, and Affinity Cards......Page 481
Door-to-Door and On-Street Solicitation......Page 484
Federated Campaigns......Page 486
Gambling and Games of Chance......Page 487
Multimedia Options......Page 491
Premiums......Page 492
Television and Telethon Solicitation......Page 495
Various Other Annual Giving Ideas of Merit......Page 497
Scams and Con Artist Fraud and Abuse......Page 498
CHAPTER 13 Managing the Comprehensive Annual Giving Program......Page 505
Balanced Participation: A Key to Success......Page 506
Managing Annual Giving Programs......Page 512
Board, CEO, and Employee Relations......Page 516
Gift Reports......Page 517
Budget Preparation and Management......Page 518
Cost–Benefit Standards and Guidelines......Page 522
Program Performance Measurement......Page 523
Office Functions, Operating Procedures, and Computer Support......Page 525
Training for All Staff Members......Page 528
Donor Relations......Page 529
Issues and Challenges for the Future of Annual Giving......Page 531
Concluding Thoughts......Page 547
A Operating Rules and Procedures for a Support Group Organization......Page 551
B Master Checklist for Activities, Benefits, and Special Events......Page 563
C Glossary of Internet Terms......Page 569
NOTES......Page 575
SELECTED REFERENCES......Page 585
INDEX......Page 595