Fund-Raising Fundamentals: A Guide to Annual Giving for Professionals & Volunteers / Edition 1

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Every nonprofit organization relies on annual giving as the chief means of raising funds for its yearly operations as well as for maintaining the quality of its programs and expanding the services it provides for the public benefit. A step-by-step, hands-on guide to the basic techniques of annual giving campaigns, this book covers direct mail solicitation (including when to mail, to whom, and how often); membership drives; gift renewals; groups, guilds, and support organizations; benefits, activities, and special events; volunteer fund-raising (including how to recruit and train volunteer solicitors); premiums, advertising, and coupons; cause-related marketing and affinity cards; gambling and games of chance; door-to-door and on-street solicitation; multimedia options and telemarketing; television and telethon solicitation. Fund-Raising Fundamentals shows you how to create a total annual giving strategy that uses these different methods in conjunction with each other and maximizes your success. Throughout this practical guide, you will find sample letters and documents, charts, and checklists that illustrate principles and help you put these proven methods into action. Written by a top fund-raising executive with thirty years experience, Fund-Raising Fundamentals not only details each of the methods and how it functions, but also explains how each builds upon the others. Annual giving is essential to your nonprofit organization not simply to raise money, but also to help you market your mission to a wide audience, increase the number of friends and donors your organization can rely upon year after year, and inspire active public participation in accomplishing your good works. Using the time-tested techniques described in this guide will ensure that your annual giving campaign succeeds in laying a solid foundation for the future of your organization.
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Product Details

  • ISBN-13: 9780471595342
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 3/2/1994
  • Series: Wiley Nonprofit Law, Finance and Management Series, #26
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 432
  • Product dimensions: 5.96 (w) x 8.94 (h) x 1.09 (d)

Table of Contents

Developing Annual Gift Support by Raising Friends and Building Relationships.
Asking for Money: Begin with Testing by Mail.
Direct Mail Acquisition: Constituency Building.
Donor Renewal: A Communications Art.
Membership and Membership Associations.
Groups, Guilds, and Support Organizations.
Activities, Benefits, and Special Events.
The Volunteer-Led, Personal Solicitation Annual Giving Campaign.
Other Ways to Raise Money Every Year.
Managing the Comprehensive Annual Giving Program.
Selected References.
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