Table of Contents
Foreword.
Preface.
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.
Successful Fundraising.
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.
Working Together.
The Importance of Strategic Management.
Be Sure Your Institution Is Worthy of Support.
Chapter 3. Managing The Resource DevelopmentFunction.
Analysis and Planning.
Effectiveness: Doing the Right Things.
Efficiency: Doing Things Right.
Budgets and Financial Resources.
Fundraising Modes.
Special Issues Related to Small and Large Operations.
Ethics.
Evaluation.
Chapter 4. The Case For Support And FundraisingMaterials.
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.
Record Keeping.
Supporting Fundraising Strategies.
Acknowledgments.
Reports.
Targeted Communications.
The System.
Establishing the Information System.
Chapter 6. Prospect Identification, Research, andSegmentation.
The Best Prospects.
Prospect Research.
Prospect Ratings and Evaluations.
Know the Prospective Donor as a Person.
Chapter 7. Nurturing Relationships.
Friend-Raising Activities.
Relationship-Building Activities Must Be Scheduled andMonitored.
“Moves” Management—Cultivating RealRelationships.
Donor Acknowledgment.
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.
Acquisition Mailings.
Renew and Upgrade.
Lapsed Donors.
Public Relations and Information.
Frequency.
Ensuring Success.
Elements of the Appeal Package.
Mail Lists.
Mail Preparation: What to Do In-House, What to Do with a MailHouse.
Post Office.
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.
Cause-Related Marketing.
Chapter 12. Grantsmanship.
What Is a Grant?
Government Grants and Contracts.
Foundations.
Foundation Research.
Project Development.
The Application.
Acknowledgment and Reporting Requirements.
Chapter 13. Planned Giving.
Defining Planned Giving.
The Importance of Planned Giving Charitable GiftInstruments—Ways of Giving.
Donor Education and the Planned Giving Program.
Endowment Fund.
Sample Marketing Plan for Charitable Gift Annuities.
Planned-Giving Societies.
Chapter 14. Capital and Endowment Campaigns.
Requirements for a Successful Campaign.
Chronological Steps for Success.
Building Endowments.
Institutional Differences.
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.
Index.
