Fundraising Fundamentals: A Guide to Annual Giving for Professionals and Volunteers (AFP/Wiley Fund Development Series) / Edition 2 by James M. Greenfield | 9780471209874 | Hardcover | Barnes & Noble
Fundraising Fundamentals: A Guide to Annual Giving for Professionals and Volunteers (AFP/Wiley Fund Development Series) / Edition 2

Fundraising Fundamentals: A Guide to Annual Giving for Professionals and Volunteers (AFP/Wiley Fund Development Series) / Edition 2

by James M. Greenfield
     
 

ISBN-10: 0471209872

ISBN-13: 9780471209874

Pub. Date: 03/25/2002

Publisher: Wiley

FundRaising Fundamentals
Second Edition

For many nonprofits, annual giving is the fuel source that will fund their programs and services throughout the year. A successful campaign requires constant creativity, enthusiasm, energy, and immediate results, which makes it a most challenging endeavor.

Fundraising Fundamentals presents step-by-step guidelines for

Overview

FundRaising Fundamentals
Second Edition

For many nonprofits, annual giving is the fuel source that will fund their programs and services throughout the year. A successful campaign requires constant creativity, enthusiasm, energy, and immediate results, which makes it a most challenging endeavor.

Fundraising Fundamentals presents step-by-step guidelines for carrying out all aspects of an annual giving campaign that begins with direct mail solicitation and expands using membership organizations, donor clubs, special and benefit events, and volunteer solicitation to illustrate how to develop a total annual giving program using these reliable methods and techniques. Supported by a generous supplement of authentic case studies and examples, this updated Second Edition covers the latest strategies for telephone, telemarketing, and Internet solicitation, as well as approaches to soliciting from corporations and foundations.

Nine principal methods of annual giving are detailed here along with expert advice on managing each of these multiple fundraising methods as a comprehensive program. Whether you are a professional or volunteer, learning how to orchestrate these nine principal methods to build on one another will help you raise more money and establish lasting relationships with donors. Other means of fundraising are addressed to supplement the principal nine, such as advertisements and coupons, door-to-door solicitation, federated campaigns, gambling and games of chance, and cause-related marketing. A comprehensive section on managing the annual giving program provides invaluable information on performance measurement, budget preparation and management, cost-benefit standards and guidelines, financial accounting, gift reporting, and much more.

With sample forms and letters, checklists, and charts, Fundraising Fundamentals contains everything you need to manage and carry out a comprehensive annual giving program with maximum efficiency and effectiveness.

Product Details

ISBN-13:
9780471209874
Publisher:
Wiley
Publication date:
03/25/2002
Series:
AFP/Wiley Fund Development Series, #26
Edition description:
Second
Pages:
600
Product dimensions:
9.00(w) x 6.00(h) x 1.50(d)

Table of Contents

Chapter 1 Developing Annual Gift Support by Raising Friends and Building Relationships.

The Philanthropic Process.

Philanthropic Practice.

The Independent Sector and the Nature of Charitable Organizations.

The Role of Fund Development.

The Role of Annual Giving.

What to Use in Making Annual Gifts.

Chapter 2 Asking for Money:Begin with Testing by Mail.

Acquisition:The Everlasting Search.

Finding Likely First-Time Donors.

Testing,Testing,Testing.

Letter Texts:Write Love Letters!

Chapter 3 Direct Mail Acquisition:Constituency Building.

Meeting Changing Needs.

The Case for Annual Gift Support:Goals and Potential.

Goal Setting for Annual Giving Solicitation.

These Are Donors,Not Numbers.

The Annual Fund 'Master Schedule.

Making and Following Plans:The Frequency of Appeals.

Plan to Be Flexible.

Where Pledges Fit in Annual Giving.

Acquisition through Mail Appeals.

Why Use the Mail?

Multiple Acquisition Methods.

Multiple Mailings.

When to Mail and How Often.

Improved Results with Multimedia Appeals.

Other Options for Acquisition Mailings.

Chapter 4 Donor Renewal:A Communications Art.

Communications Opportunities.

Involvement Opportunities.

Methods of Donor Renewal,Revival,and Reward.

Performance Analysis.

Donor Relations.

Chapter 5 Membership and Membership Associations.

Legal and Tax-Exempt Status.

Membership Options.

Basic Design.

Annual Dues and Gifts.

Benefits and Privileges.

The Value of a Gift Membership.

Management of Membership Associations.

Annual Giving Opportunities for Members.

Annual Membership Campaigns.

Operating Costs for Membership Programs.

Chapter 6 Telephone and Telemarketing Techniques.

Preparing for Telephone Solicitation.

The Volunteer Calling Program:Planning Is the Key to Success.

Developing a Telemarketing Program.

Should You Hire a Professional Telemarketing Firm?

Budgeting for Telephone Solicitation.

Other Uses of the Telephone.

Chapter 7 Groups,Guilds,and Support Organizations.

The Auxiliary.

The Guild.

Donor Clubs: The Benefits of Organizing Donors.

Support Group Organizations.

Management of Groups,Guilds,and Support Organizations.

Chapter 8 Soliciting Annual Gifts from Corporations and Foundations.

Securing Annual Corporate Gifts.

Tax Deductions as a Motivation.

The Roles of Research,Relationships,and Requests.

The United Way Corporate Connection.

Corporate Matching Gifts: Untapped Gold?

Cause-Related Marketing:Yes,It's Money But It Is Not Philanthropy.

Securing Annual Foundation Gifts.

Research,Relationships,and Requests.

Donor Recognition for Corporations and Foundations.

Chapter 9 Internet Solicitation.

Artful Uses of the Internet for Annual Giving.

Cyberspace Law: Online Fundraising Rules and Regulations.

Working with Application Service Providers.

Ethics Codes and Standards of Professional Practice.

Intellectual Property,Copyright,Privacy,and Security.

The Future of Internet Solicitation.

Chapter 10 Activities,Benefits,and Special Events.

Volunteer Development.

Recruitment.

Definitions and Differences.

Activities.

Benefits.

Special Events.

Management and Performance Measurement.

Chapter 11 The Volunteer-Led,Personal Solicitation Annual Giving Campaign.

Developing Qualified Donors.

Recruiting and Training Volunteer Solicitors.

Campaign Leadership:The Key to Success.

Management of the Annual Giving Campaign.

Recognition and Reward.

Chapter 12 Other Ways to Raise Money Every Year.

Advertising and Coupons.

Commemorative and Tribute Giving.

Commercial Sales,Cause-Related Marketing,and Affinity Cards.

Door-to-Door and On-Street Solicitation.

Federated Campaigns.

Gambling and Games of Chance.

Multimedia Options.

Premiums.

Television and Telethon Solicitation.

Various Other Annual Giving Ideas of Merit.

Scams and Con Artist Fraud and Abuse.

Chapter 13 Managing the Comprehensive Annual Giving Program.

Balanced Participation:A Key to Success.

Managing Annual Giving Programs.

Board,CEO,and Employee Relations.

Management of Changing Annual Priorities.

Gift Reports.

Budget Preparation and Management.

Cost 'Benefit Standards and Guidelines.

Program Performance Measurement.

Office Functions,Operating Procedures,and Computer Support.

Training for All Staff Members.

Financial Accounting and Reporting.

Donor Relations.

Issues and Challenges for the Future of Annual Giving.

Concluding Thoughts.

Appendix A: Operating Rules and Procedures for a Support Group Organization.

Appendix B: Master Checklist for Activities, Benefits, and Special Events.

Appendix C: Glossary of Internet Terms.

Notes.

Selected References.

Index.

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