Why does it cost nonprofits on average $20 to raise $100, while itcosts companies only $4?
Simply put: Nonprofits have no leverage. No one has to make adonation. And since most donors have no direct stake in theorganizations they support, they make donations out of the goodnessof their hearts. If donors feel like writing a check, they will. Ifthey don't, they won't.
The End of Fundraising turns fundraising on its head, teachingnonprofits how to stop begging for charity and start sellingimpact.
For the first time, nonprofits have economic power. We live in anew era where consumers, businesses, investors, employees, andservice providers attach real economic value to social outcomes. Anera where yesterday's "feel good" issues—education, theenvironment, health care, the arts, and animal rights—nowhave direct economic consequences and opportunities. Nonprofits nowhave leverage. To use this leverage, nonprofits must learn how to"sell" their impact to a new set of stakeholders.
Using his fifteen years of experience advising the world'sleading nonprofits, foundations, and corporations, Jason Saulreveals the formula for how nonprofits transcend the paradigm ofcharitable fundraising and reach true financial sustainability.Specifically, this groundbreaking book offers nonprofitprofessionals a guide to
- Understand the role of social change in our economy
- Capture and communicate impact in simple, compellingterms
- Identify the new market stakeholders that value nonprofitoutcomes
- Create powerful value propositions to increase leverage
- Improve the success of a nonprofit's pitches to funders
The End of Fundraising includes the tools needed to effectivelyframe, market, and sell a nonprofit organization's impact, andcontains step-by-step guidance for creating dynamic newopportunities with a variety of funders.
|Product dimensions:||6.20(w) x 9.00(h) x 1.20(d)|
About the Author
Jason Saul is one of the nation's leading experts on measuring social impact. He is the CEO of Mission Measurement, a social impact consulting firm, and serves on the faculty of Northwestern University's Kellogg School of Management. In 2010, Jason was recognized by Bloomberg Businessweek as one of America's most promising social entrepreneurs. He is the author of Social Innovation, Inc. from Jossey-Bass and Benchmarking for Nonprofits.
Table of Contents
Introduction: The End of Fundraising as We Know It 1
Part I CAPTURING YOUR IMPACT: FROM ‘‘WHAT’’ TO ‘‘SO WHAT?’’ 27
1 From Accountability to Value 33
2 Measurement 47
3 Creating a Product Called Impact 59
Part II MARKETING YOUR IMPACT: HOW TO CONNECT YOUR VALUE TO THE MARKET 79
4 New Market Stakeholders 87
5 Not All Outcomes Are Created Equal 115
6 How to Increase Your Value 131
Part III SELLING YOUR IMPACT: CREATING AND CLOSING DEALS IN THE SOCIAL CAPITAL MARKET 143
7 It’s Not About You, It’s About Them 145
8 The Art of the Deal 161
9 The Seven Immutable Laws of Selling Your Impact 173
Conclusion: Implications of the Social Capital Market 177
Epilogue: Frequently Asked Questions 183