Major Donors: Finding Big Gifts in Your Database and Online / Edition 1

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A winning approach to developing international fundraisingstrategies

Philanthropy is in a renewed golden age. People want to help, tomake a difference, to ensure that the things they value willflourish. In order to capitalize on potential prospects, manynonprofit professionals focus solely on the research of, orcommunication with, prospects. Although research is an importantinvestment of time and resources, and direct contact with eachprospect is essential, neither guarantees successful solicitationof a gift.

Major Donors: Finding Big Gifts in Your Database and Onlineshows you the Internet and database-mining strategies andtechniques that are now making it possible for charities both largeand small to target their efforts on those with identifiedresources and demonstrated interest. It is more of a why not? bookthan a how-to guide in which the prevailing message is "Yes!"Wherever you are, whether professional or volunteer, in Asia,Europe, Latin America, or the United States, you can do it. You canraise huge, transformational gifts. Why not?

This powerful new book equips you to do it, by perfecting thecomplex process that requires a reliable combination of skills andintuition, experience and curiosity, discipline and spontaneity,and research and conversation. It presents the tips and guidancenecessary to aid in researching potential donors more effectivelyand helps all types of charitable organizations analyze and selectthe best practices for developing multiple Internet strategiesalongside their traditional marketing, communications, andfundraising methods.

Every part of the nonprofit sector, whether an arts group, acollege or university, a health charity, a hospital, or a socialchange/advocacy organization, will benefit from this book and itsfully integrated approaches to:

  • Prospecting for major gifts
  • Identifying prospects
  • Gaining insight into their funding interests
  • Finding more accurate and updated information on donors andprospects
  • Understanding knowledge management, database mining, andprospect research
  • Nurturing hot prospects
  • Prospecting research policy, privacy, and ethics
  • Becoming acquainted with U.S., Canadian, and internationalstrategies
  • Considering what your Web site says to major donors
  • Moving from prospect identification to making friends forlife

Written seamlessly by respected names in the field for nonprofitmanagers, fundraisers and leadership of fundraising organizations,knowledge managers, prospect researchers, and Webbuilders/designers, this book is a powerful tool to help nonprofitorganizations understand the great treasures they can discover whenthey use the barely tapped resources of "e-research" as the firststep in a highly personal program to attract big gifts.

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Product Details

  • ISBN-13: 9780471768104
  • Publisher: Wiley
  • Publication date: 4/21/2006
  • Edition number: 1
  • Pages: 264
  • Product dimensions: 7.00 (w) x 10.00 (h) x 0.63 (d)

Meet the Author

Ted Hart, ACFRE, ePMT, is an Internet and fundraisingstrategist with close to twenty years of experience incommunications, fundraising, and nonprofit management. He isfounder and President of the international ePhilanthropyFoundation.

James M. Greenfield, ACFRE, FAHP, retired in February2001, after completing forty years as a fundraising professional atfive hospitals and three universities. He has written and editedeight books on fundraising management.

Pamela M. Gignac, Vice President, JMG Solutions Inc., hasdeveloped an extensive background in fundraising and prospectresearch in the areas of donor development, capital campaigns, andmajor gifts from individuals, companies, and foundations, as wellas annual campaigns, and special events.

Christopher Carnie is the Chairman of The Factary Ltd(U.K.) and Managing Director of Factary Europe, specialists inproviding tailor-made fundraising research for the not-for-profitsector.

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Table of Contents



Chapter 1. Prospecting for Major Gifts (Pamela Gignac andKen Wyman).


Prospect Research: Background and Key Elements.

Prospect Researchers and Fundraisers Together.

Big Gifts and Major Gifts.


Research Techniques and Information Sources.

Where Do We Go from Here?


Chapter 2. Knowledge Management, Data Mining, and ProspectScreening (Jeff Gignac and Chris Carnie).



Knowledge Management.

Introduction to Data Mining and Prospect Screening.

Tracking Prospects.


Chapter 3. Why Bill Gates May Not Be Your Best Prospect(Peter B. Wylie and David M. Lawson).

Three Important Concepts: Ability, Attachment, and Affinity.

How to Generate a List of High-Quality Prospects for YourCampaign.

Chapter 4. Prospect Research Policy, Privacy, and Ethics(Stephen Lee and Susan Mullin)

Policy, Ethics, and Prospect Research.

Ethical and Professional Practice Considerations.

Data Protection Regulation: The European Approach.

Notification and Registration.

Conformity with Data Protection Principles.


Data Protection Regulation: The North American Approach.

Applying Privacy Principles to Prospect Research.

The Role of Professional Associations and IntermediaryBodies.

Chapter 5. U.S. and Canadian Strategies (Pamela Gignacand Kristina Carlson).

A Tale of Perspectives.

Strategies for Research and Approach.

Prospect Research Strategies.


Case Study: Researching a Major Donor From Florida, FromCanada.



Chapter 6. International Strategies—Europe and Asia(Chris Carnie and Sarah Boodleman Tenney).



Finding European Prospects.

Getting Over the Barriers.

Europe: A Valued Friend.

As For Asia.

Getting the Basics Right.

Specific Things to Know.

Getting Over Barriers.

Other Places to Look for Information.


Chapter 7. Your Web Site—What Does It Say to MajorDonors? (Howard Lake).


The Trend Continues.

The Personal Approach.

Needs and Concerns of Major Donors.

Attracting Donors.

Key Elements of Major Gift Fundraising Online.

Chapter 8. An Internet Strategy for Major DonorFundraising (Anthony Powell).


Understanding the Fundamentals of Major Giving.

Collecting Information and Learning More about Prospects.

Sharing Information and Building Relationships.


Chapter 9. Using Gathered Information Effectively within YourStaff and Volunteer Teams (Nancy Johnson and PamelaGignac).


Fundraising and Prospect Research Cycle.

Personal Intelligence Gathering (PIG).

Prospect Screening and Review.

The Importance of Information Relevant to Campaign Goals.

Capturing Information.

Other Ways to Keep Team Members Updated.

Lessons Learned Using Screening Companies in the UnitedStates.

Overall Pitfalls of Research.


Chapter 10. Moving from Prospect Identification to MakingFriends for Life (Andrew Thomas and Ken Burnett).

Panning for Gold.

Moving from Desk Research to Solicitation.



Making New Friends.


Are You Ready to Ask?

Stewardship: Turning Donors into Friends for Life.

Chapter 11. Results Analysis and PerformanceMeasurements (James M. Greenfield).

Fundraising Is an Investment Strategy.

Evaluating Prospect Research.

Criteria for Results.

Evaluating Research Used in Major Gifts and Campaigns.

Evaluating Donor Stewardship and Recognition.


Additional Resources.

Chapter 12. Challenges for Tomorrow (Chris Carnie).


Major Donors: Major Change.

Prospect Research: The Next Revolution.

APPENDIX A: The CSA Model Code for the Protection of PersonalInformation.

APPENDIX B: Data Mining and Prospect Screening Checklist.

APPENDIX C: Checklist for a Development Strategy.

APPENDIX D: Sample Contact Forms.

APPENDIX E: ePhilanthropy Code of Ethical Online PhilanthropicPractices.

APPENDIX F: Potential Planning Measurements for Results.

APPENDIX G: Sample Job Description Text.

APPENDIX H: Data Grid for Estimating Giving Capacity.

APPENDIX I: Activity Reports.

APPENDIX J: Sample Contact Report.

APPENDIX K: Performance Criteria for Major Gift Staff.

APPENDIX L: Nine-Point Performance Index Analysis of Major GiftSolicitation.

APPENDIX M: Checklist for Major Gift Acknowledgment.

APPENDIX N: Prospect Research Online.

APPENDIX O: Donor Development and Prospect Research RecommendedAdditional Readings.


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