Chapter 1. Five Major Fundraising Principles.
People Give to People . . . to Help People.
People Give Relative to Their Means.
Those Closest Must Set the Pace.
The 80/20 Rule Is Becoming the 90/10 Rule.
The Need for Balance.
Chapter 2. Your Organization and the World.
An Overview of the Sector— Broad Range of Services.
Opportunities and Challenges.
The Importance of Strategic Management.
Be Sure Your Institution Is Worthy of Support.
Chapter 3. Managing The Resource Development Function.
Analysis and Planning.
Effectiveness: Doing the Right Things.
Efficiency: Doing Things Right.
Budgets and Financial Resources.
Special Issues Related to Small and Large Operations.
Chapter 4. The Case For Support And Fundraising Materials.
The Case Statement.
The Comprehensive Formal Case Statement.
The Case Statement Process.
Market and Situation-Specific Case Statements.
Presentations and Presentation Materials.
Chapter 5. Managing Information.
Supporting Fundraising Strategies.
Establishing the Information System.
Chapter 6. Prospect Identification, Research, and Segmentation.
The Best Prospects.
Prospect Ratings and Evaluations.
Know the Prospective Donor as a Person.
Chapter 7. Nurturing Relationships.
Relationship-Building Activities Must Be Scheduled and Monitored.
“Moves” Management—Cultivating Real Relationships.
Four Parts to an Acknowledgment Program.
Chapter 8. Major Gift Programs.
When Major Gift Strategies Are Appropriate.
Preparing for a Major Gifts Initiative.
The Solicitation Interview (How to Ask for a Major Gift).
After the Solicitation.
Solicitation Training and Role Playing.
Chapter 9. Mail and Email Fundraising.
Renew and Upgrade.
Public Relations and Information.
Elements of the Appeal Package.
Mail Preparation: What to Do In-House, What to Do with a Mail House.
Newsletters as Part of the Direct Mail Program.
Email and Websites.
Chapter 10. Telephone Solicitations.
Volunteer Telephone Solicitations.
Professional Telephone Solicitation Campaigns.
Chapter 11. Special Event Fundraisers.
Choosing a Special Event.
Implementing the Event.
Chapter 12. Grantsmanship.
What Is a Grant?
Government Grants and Contracts.
Acknowledgment and Reporting Requirements.
Chapter 13. Planned Giving.
Defining Planned Giving.
The Importance of Planned Giving Charitable Gift Instruments—Ways of Giving.
Donor Education and the Planned Giving Program.
Sample Marketing Plan for Charitable Gift Annuities.
Chapter 14. Capital and Endowment Campaigns.
Requirements for a Successful Campaign.
Chronological Steps for Success.
Campaign Organization and Structure.
Chapter 15. Human Resources.
The Board of Directors.
The Resource Development Staff.
Volunteers Working with Consultants.
Chapter 16. Evaluation.
About The Website.