"This is a must-read for all of us in fundraising. Mal Warwickincludes practical approaches for difficult economic times, fromzero-based thinking about our programs to strategies for relatingto our donors and making certain our fundraising programs areprepared to succeed not only now but when the economyrecovers."—Eugene R. Tempel, president, Indiana UniversityFoundation
"Brilliant! No nonprofit organization can afford to ignore theinsightful advice Mal Warwick offers in this concise and eminentlyreadable book. It's practical, down-to-earth, and addresses thecomplex, real-world challenges of raising money in toughtimes."—Ben Jealous, president, NAACP
"Fundraising When Money Is Tight is an important book in adifficult time for all. This is the right book for anyone who iscommitted to advancing the public good."—Jane Wales, founder, Global Philanthropy Forum, and vicepresident, Aspen Institute
"This is a must-read book by any fundraising manager. It'stimely, it's a good read, and the moment I put it down I made suremy managers got focused, got real, and got with the projecttoday."—Mark Astarita, director of fundraising, British RedCross
"Mal Warwick will leave you with a focusing framework and dozensof practical, immediately actionable how-tos. It is hard to imagineanyone in the citizen sector who will not breathe easier afterreading this book."—Bill Drayton, CEO, Ashoka, and chair, Youth Venture
About the Author
The Author: Mal Warwick has been raising money professionallysince 1979. He has written or edited 18 previous books includingHow to Write Successful Fundraising Letters, The Five Strategiesfor Fundraising Success, and Fundraising on the Internet. Heteaches fundraising throughout the world. Find more information onMal and his books at www.malwarwick.com andwww.josseybass.com/go/warwick.
Mal Warwick has been raising money professionally since 1979. Hehas written or edited 18 previous books including How to WriteSuccessful Fundraising Letters, The Five Strategies for FundraisingSuccess, and Fundraising on the Internet. He teaches fundraisingthroughout the world. Find more information on Mal and his books atwww.malwarwick.com and www.josseybass.com/go/warwick.
Table of ContentsPreface-Who Should Read This Book.
About the Author.
Introduction-When Bad Things Happen to Good Causes.
PART ONE: WHY YOU REALLY OUGHT TO MAKE CHANGES IN YOURFUNDRAISING PROGRAM.
1. What History Teaches Us.
2. A Proven Way to Anticipate the Future.
3. Three Scenarios for Economic Recovery.
4. Three Possible Fundraising Strategies.
5. Identify a Winning Strategy.
PART TWO: HOW YOU CAN FACE THE PRESENT MORE CALMLY AND THEFUTURE WITH CONFIDENCE.
6. Reassess the Whole Ball of Wax: Fundraising, Marketing,Communications.
7. Strengthen Your Case for Giving.
8. Be Content with One in the Hand? Forget the Two That May Bein the Bush.
9. Cut Costs with a Scalpel, Not an Ax.
10. Fish Where the Big Fish Are.
11. Stay Close to Your Donors.
12. Get Personal with Your Donors.
13. Step Up Your Efforts Online.
14. Break Down the Silos.
15. Summary: Nine Practical Steps Toward Peace of Mind.
What People are Saying About This
"A must-read for all of us who work in fundraising. The bookdetails practical ideas to survive in difficult times, and preparesour organizations for better times to come. It offers fresh newstrategies to position our organization and continue fundraisingsuccessfully, even when the economy is in the trenches.Fundraising When Money Is Tight is an instrumental andcurrently very relevant tool for every nonprofit organization. Readit today!"—Association of Fundraising Professionals, September2009
As a practitioner, Mal Warwick has spent a lifetime learning andteaching how to fundraise more effectively. His latest book isanother in a series of gems laser-focused to help ussucceed—and his experience shines through again in thismust-have guide for today’s economic climate.—Dr. Mark S. Albion, former Professor of Marketing,Harvard Business School, and New York Times best-sellingauthor, Making a Life, Making a Living
Fundraising When Money is Tight is the book everyfundraising professional needs to read immediately. It’s tothe point, filled with both “the hard facts” and“realistic steps” that development shops, large andsmall, must understand and implement now, rather than later.—Judith E. Nichols, author, Pinpointing Affluencein the 21st Century
Mal Warwick doesn’t sell quick fixes and silverbullets—even in times of trouble. He offers specific,practical steps to cut costs and improve fundraising performance.He demands the best: donor-focused relationship building, strategicthinking, top-notch strategy, and competence. And he rewards uswith both the “why” and the “how.”—Simone P. Joyaux, ACFRE, author, Keep YourDonors andStrategic Fund Development
In Fundraising When Money is Tight, Mal Warwick providessolid strategic and tactical insights of how best to lead ourorganizations during times of uncertainty. I found this book to benot only a quick, interesting read, but also an important guide formaking critical decisions today and tomorrow.—Kory Christianson, CFRE, St. Joseph's IndianSchool
Take Mal’s “exercise in visioning,” and use asmany as you can of Mal Warwick’s dozens of cost-cuttingideas—all to enhance your net revenue today and increase yourprogram’s potential for the future.—James M. Greenfield, ACFRE, FAHP, author,Fundraising Fundamentals: A Guide to Annual Giving forProfessionals and Volunteers
"Mal Warwick shares some simple yet sometimes counter-intuitivesteps… that you can take to ensure that your organizationwill suffer the least possible damage in a down economy"(www.gettingattention.org,May 19th, 2009)
"Mal Warwick shares some simple yet sometimes counter-intuitivesteps… that you can take to ensure that your organization[emerges] healthy and poised for renewed growth when the economiccrisis has passed"—Nancy E. Schwartz, www.gettingattention.org, May19th, 2009)
"…there is loads of good advice for fundraising duringthese times which also translate into when times are good"—Sean Triner, Fundraising Recession Watch, March 15,2009
"Add Mal’s survival guide to your first aid kit."(The Agitator, March 26, 2009)
"Mal Warwick has just written a book…on specific thingsyou can do to minimize your costs and ensure that your organizationis in a position to resume growth when the crisis passes (and itwill!)"—Suzanne Rainey, Influence, March 31,2009
"…this book packs SO MUCH in so little space that, if youhaven't taken pages of notes or if you have marked less than 10pages to revisit again, I can guarantee you missed on lots ofthings"—Manny Hernandez, blogcritics.org, April 8, 2009
"…Fundraising When Money is Tight is a practical guide tohelp social ventures tackle the challenges of raising funds indifficult economic times." (Social Edge, April 2009)
"Find out why you should make changes in your fundraisingprogram during an economic downturn." (Causeplanet.org)
"Discover three scenarios for economic recovery and how to applythree possible fundraising strategies to those scenarios."(Causeplanet.org)
"Learn how to strengthen your case for giving during tougheconomic times." (Causeplanet.org)
"Find out what the nine practical steps towards peace of mindare and how to apply them during an economic crisis."(Causeplanet.org)