Table of Contents
1 Your Fundraising Companion 1
2 Fundraising Tools 5
Fundraising People 7
Fundraising Skills 33
Fundraising Equipment and Technology 43
3 Developing Your Fundraising Plan 55
Getting Started: Set Your Fundraising Goal 57
Evaluate Your Nonprofit's Fundraising Assets 69
Develop Your Fundraising Strategy 75
Create the Final Plan 83
4 Attracting Individual Supporters 85
Make Your Organization Look Support Worthy 87
Understand What Motivates Your Supporters 96
Bring in New Supporters 107
5 How to Keep the Givers Giving 143
Thank Your Supporters (and Help Them Satisfy the IRS) 145
Communicate Your Essential Message 148
Invite Supporters to Get More Involved 161
Analyze Your Donor Base 162
When to Call Your Supporters 166
6 Midscale and Major Donors 169
Background Research 171
Get to Know Your Existing Supporters 177
Annual Renewals of Support 183
Lectures, Small Events, and Parties for Major Supporters 185
One-on-One Meetings 189
Setting Up a Focused Major Gifts Campaign 207
7 Funds From the Great Beyond: Bequests and Legacy Gifts 213
How to Attract Legacy Gifts 216
Handling Simple Inheritance Gifts 218
First Steps Toward Attracting Inheritance Gifts 226
Preview of Other Legacy Giving Arrangements 236
8 Special Events 241
Survey of Special Events 245
Choose the Right Event for Your Organization 265
Keep It Green: Attend to Environmental Issues 268
Develop a Realistic Budget 271
Plan and Pace Event Activities 276
Deal With Risks and Liability Issues 284
Last-Minute Tasks and Tips 287
After the Event 289
9 Raising Money Through Business or Sales Activities 293
Tax Rules for Business Activities 296
Learn From Other Nonprofits' Experience 303
Develop Your Own Great-And Low-Risk-Business Idea 313
Measure Your Ideas Against Reality 320
Final Planning and Test Runs 325
Licensing, Sponsorships, and Other Relationships With Existing Businesses 333
The Next Steps 337
10 Seeking Grants From Foundations, Corporations, and Government 339
Understand the Funders 340
Research Grant Prospects 347
The Proposal Process, From Query Letter Onward 363
Follow Up With the Funder 385
Grant Renewals 387
11 Creating Printed Communications Materials 389
Brochures 391
Newsletters 392
Annual Reports 396
12 Designing Your Website to Draw in Donors 405
Basic Contact Information 408
Your Organization's Personality 409
Freshness 412
Content 414
Donation Information and Opportunities 417
Information on Where the Money Goes 422
Information About Funders and Donors 422
Tracking Users 423
13 Outreach by Traditional and Social Media 425
Placing Your Organization's Stories With Traditional Media 426
What Makes a Good Story 428
Who to Approach With Your Story 433
Pitching and Placing Stories 443
Protecting Yourself in Media Interactions 456
Making Your Own News: Social Media 461
Appendix
A Worksheets 471
Fundraising Worksheet 1 Sample Cost Analysis
Fundraising Worksheet 2 Fundraising Assets
Fundraising Worksheet 3 Fundraising Strategy Chart
Fundraising Worksheet 4 Mailing Evaluation
Fundraising Worksheet 5 Meeting Checklist
Fundraising Worksheet 6 Projected Special Event Expenses
Fundraising Worksheet 7 Projected Special Event Income
Fundraising Worksheet 8 Grant Priorities Summary Chart
Fundraising Worksheet 9 Grant Prospects Research Overview
Fundraising Worksheet 10 Check Your Website's Fundraising Effectiveness
Index 493
