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The Nonprofit Fundraising Solution: Powerful Revenue Strategies to Take You to the Next Level

Overview

The nonprofit sector is facing major fundraising challenges. Government cutbacks, shrinking endowments, and business belt-tightening mean revenue shortfalls that could prevent organizations from fulfilling their missions. To survive and ultimately thrive, a nonprofit needs forceful revenue strategies and an organizational culture that champions them.

Bridging the gap between theory and practical methods, The Nonprofit Fundraising Solution shows readers how to:

? Ensure that ...

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The Nonprofit Fundraising Solution: Powerful Revenue Strategies to Take You To the Next Level

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Overview

The nonprofit sector is facing major fundraising challenges. Government cutbacks, shrinking endowments, and business belt-tightening mean revenue shortfalls that could prevent organizations from fulfilling their missions. To survive and ultimately thrive, a nonprofit needs forceful revenue strategies and an organizational culture that champions them.

Bridging the gap between theory and practical methods, The Nonprofit Fundraising Solution shows readers how to:

• Ensure that executive leadership and board dynamics fully support fundraising initiatives

• Build a broad constituency of donors aligned to the mission

• Determine the right level of funding diversification

• Use tactics such as challenge drives, stretch gifts, and corporate matching; parlor gatherings; leadership councils; year-end drives; corporate partnerships; and major campaigns to power revenue, increase access to wealthy donors, and raise their community profile

• Proactively encourage planned giving

• Avoid revenue plateaus

Full of real-life stories and “casebooks” of the strategies-in-action, this book reveals how any nonprofit can implement advanced fundraising methods and secure the funds they need to excel.

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Product Details

  • ISBN-13: 9780814432969
  • Publisher: AMACOM
  • Publication date: 10/15/2013
  • Pages: 240
  • Sales rank: 334,322
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.70 (d)

Meet the Author

LAURENCE A. PAGNONI has spent 25 years in the nonprofit sector as a fundraising consultant and the executive director of three nonprofit organizations. He is chairman of LAPA Fundraising and the author of INFO, a popular blog about cutting-edge nonprofit fundraising.

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Read an Excerpt

  Introduction   I never set out to be a fundraiser; I became one of necessity. I began my career as an executive director, working for nonprofit organizations in Virginia, California, and eventually New York City. During my time as an executive director, I managed every facet of the organizations I led, including all aspects of their fundraising. I soon came to realize how essential adequate revenues were to ensuring a nonprofit mission. Without them, our visions for a better civil soci­ety amount to little more than pie in the sky. Mark Twain once advised people to be careful about reading health books because “you might die of a misprint.” I’m a big fan of Twain’s poignant humor, and so when writing this book about nonprofit fundraising, I tried to keep his advice in mind and con­vey vital information carefully. I can assure you that nothing you’ll read in this book will kill you or your organization. Chances are, though, that you are already experiencing something like stagnation, which, for those of us who have dedicated ourselves to “changing the world” through nonprofit work, can sometimes feel like its own sort of death. You dream, you sacrifice, you persist, and yet all too often you come up against a brick wall in trying to achieve real success for your mission. The issue isn’t that you lack the requisite desire or dedication to excel. The problem is you lack the money to implement your vision. It’s a lament that is so common in the nonprofit sector that I sometimes think I hear it in my sleep. Subsequent to my time as an executive director, I’ve served non­profit clients as a fundraising counsel for more than eighteen years in my capacity as chairman of LAPA Fundraising, an organization I founded in 1995 in New York City. I’ve had the privilege of offer­ing or participating in countless conferences, seminars, workshops, and panel discussions aimed at helping nonprofit organizations raise more money. What I’ve noticed is that although the venues and the audiences change, the questions people ask rarely do. Whether we’re in a house of worship, a university, or a conference center, in front of big audiences or tiny conclaves, someone inevitably steps forward and asks: How can I get to the next level? That is, how can my non­profit raise more money and create the conditions for sustainable success and high impact? “Good question,” I usually say, although a more accurate re­sponse might be, “Good and very popular question.” The issue of how to get a nonprofit to the next level is nearly ubiquitous because most nonprofits in the United States are small or midsize organiza­tions, and some 87 percent of them are trying to change the world on annual revenues of less than $1 million. Fully 73 percent exist on less than $250,000 per annum. Many of these organizations ended their last fiscal year with deficits.1 These numbers aren’t just sober­ing; they indicate quite clearly that unless these trends are somehow reversed, the future effectiveness of nonprofits in America looks gloomy indeed. Fortunately there are a number of tried-and-true ways to get you to the next level you seek. The book you are about to read is my attempt to show you how to do so, and to help you answer that seminal question for yourselves, your donors, your constituents, your boards of directors, your communities, and most importantly, your clients. I like to say that a nonprofit is making progress when each day it gets to confront a better set of problems than it had the day before, or, in this case, better questions. My hope is that once you’ve implemented the ideas and tactics I’ve outlined, you’ll never again need to ask, “How do we get to the next level?” We all know your nonprofit requires funding to operate. A lim­ited ability to secure revenue means a meager chance to fulfill your
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Table of Contents

CONTENTS

Introduction 1

PART ONE: WHAT GETTING TO THE NEXT

LEVEL REALLY MEANS

CHAPTER 1 WHY ORGANIZATIONAL

CULTURE IS CRITICAL 11

How Do We Define Organizational Culture?

Three Critical Aspects of a Nonprofit’s Organizational

Culture

What It Takes to Change Organizational Culture

New Strategies Can Mean New Vitality for Your

Nonprofit

Casebook

At the End of the Day

CHAPTER 2 LEADERSHIP FROM THE

BELLY OUTWARD 25

The Importance of Good Followership

What Style of Leadership Is Right for Your

Organization?

The Nonprofit Fundraising Solution

What a Fundraising Leader Does

Th e Four Most Common Roadblocks to Successful

Fundraising

Applying the Lessons of Leadership

How to Know If Your Leadership Is Working

Casebook

At the End of the Day

CHAPTER 3 TUNING UP THE BOARD

FOR EFFECTIVE FUNDRAISING

PERFORMANCE 45

The Critical Relationship Between an Organization’s

CEO and Its Board

Alignment of Vision Through Deeper Inquiry

Identifying and Adding to Your Board’s Core

Strength

Recruiting and Retaining Good Board

Members

Fundraising Through the Board’s Trustees

What All the Numbers Mean

A Humble and Rewarding Task

Casebook

At the End of the Day

CHAPTER 4 HIGHER-LEVEL THINKING

FOR GREATER FUNDRAISING

PERFORMANCE 69

The Importance of Measuring Your Long-Term

Impact

Strategic Planning for Successful

Outcomes

Should We Diversify, and If So, How?

Sustainability and Long-Term

Thinking

The Nonprofit Fundraising Solution

The Ins and Outs of Collaboration and Strategic

Partnerships

Avoiding Flatlining by Confronting the Brutal

Facts of Your Reality

The Large, Hirsute, and Bold Way to Reach the Stars

Putting It All into Place

Casebook

At the End of the Day

PART TWO ADVANCED FUNDRAISING

TACTICS TO RAISE MORE

REVENUE

CHAPTER 5 BUILDING A DONOR

CONSTITUENCY WHERE

NONE EXISTS 93

How and Where to Uncover Prospective

Donors

Five Steps to Transforming Prospects into Donors

The Right Kind of Moves Management Program

How to Know When Your Donor Constituency

Is Big Enough

At the End of the Day

CHAPTER 6 PLANNING AND STAGING

COST-EFFECTIVE PARLOR

GATHERINGS 107

Snapshot of a Parlor Gathering

Organizing Your Gathering

The Four Key Questions to Answer at a Parlor Gathering

Preparing for Your Presentation

On with the Show

Casebook

At the End of the Day

The Nonprofit Fundraising Solution

CHAPTER 7 CHALLENGE GIFT DRIVES

AND CORPORATE MATCHING GIFTS 117

How to Put Together Your Challenge

Gift Drive

The Three Key Steps to Carrying Out Your

Challenge Gift Drive

Best Practices in Challenge Gift Drives

Challenge Giving and Your Board

Corporate Matching Gift Programs

Casebook

At the End of the Day

CHAPTER 8 REAPING THE BOUNTY

OF YEAR-END GIVING 127

Gratitude Is What Your Year-End Drive Is

All About

January Is the Next Best Time of Year

for Giving

Donor Meetings to Discuss Major Gifts

At the End of the Day

CHAPTER 9 FUNDRAISING AND

RELATIONSHIP BUILDING THROUGH

SOCIAL MEDIA 141

Getting Started with Social Media

Seven Questions to Determine How Well Your

Social Media Fundraising Is Working

The Value of Social Media Beyond Fundraising

Further Integrating Social Media into Your

Existing Fundraising Systems

Four Simple Ways to Fundraise Through Social

Media

At the End of the Day

The Nonprofit Fundraising Solution

CHAPTER 10 FORMING POWERFUL

LEADERSHIP COUNCILS 151

What a Leadership Council Does

What to Name Your Council

Situations Best Served by a Leadership

Council

How to Recruit and Work with Your

Leadership Council

Confer and Use Your Legitimacy Wisely

Casebook

At the End of the Day

CHAPTER 11 TAKING A NEW APPROACH

TO CORPORATE SPONSORSHIPS 165

The Mathematics of Sponsorship

How Can Your Organization Get In On

This Corporate Largesse?

The Little-Known Dynamics of Corporate

Sponsors and Board Members

At the End of the Day

CHAPTER 12 MAJOR FUNDRAISING

CAMPAIGNS: THE MORAL

EQUIVALENT OF WAR 177

Why You Should Be Thinking About a

Fundraising Campaign

Are You Ready for a Campaign?

What Type of Fundraising Campaign Is Right

for You?

Preparing the Case Statement

Campaign Costs and How to Cover

Them

Naming Opportunities as a Revenue Strategy

The Nonprofit Fundraising Solution

Leadership Structure in a Major Campaign

The Special Role of Your Board in the Campaign

Further Preparation for the Campaign

The Course of the Campaign

Why Campaigns Stall, Fail, or Succeed

Casebook

At the End of the Day

CHAPTER 13 CREATING OR ADVANCING

YOUR PLANNED GIVING PROGRAM 195

How to Create Your Planned Giving Program

Dealing with Donor Resistance

Cost Versus ROI of Planned Giving

Donor-Advised Funds

Establishing a Legacy Society

At the End of the Day

Conclusion 207

Notes 209

Index 215

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