Achieving Excellence in Fundraising

✍ Scribed by Eugene R. Tempel, Timothy L. Seiler, Dwight F. Burlingame

• Publisher: Wiley
• Year: 2016
• Tongue: English
• Leaves: 609
• Edition: 4
• Category: Library

✦ Synopsis

Achieving Excellence in Fundraising is the go-to reference for fundraising principles, concepts, and techniques. With comprehensive guidance toward the fundraising role, this book reflects the latest advances in fundraising knowledge. Coverage includes evolving technologies, the importance of high net worth donors, global fundraising perspectives, results analysis and performance evaluation, accountability, and credentialing, with contributions from noted experts in the field. You'll gain essential insight into the practice of fundraising and the fundraising cycle, reinforced by ancillary discussion questions, case studies, and additional readings. With contributions from members of The Fund Raising School and the faculty of Indiana University's Lilly Family School of Philanthropy, this new edition includes detailed guidance on nonprofit accounting practices as defined by the Financial Accounting Standards Board and the American Institute of Certified Public Accountants, rounding out the complete, thorough coverage of the fundraising profession.

Designed to provide both theory and practical knowledge, this book is an all-in-one resource for anyone who performs fundraising duties.
Understand donor dynamics and craft an institutional development plan Explore essential marketing and solicitation techniques Learn effective volunteer recruitment, retention, and management strategies

Fundraising merges a variety of fields including psychology, business management, accounting, and marketing, making it a unique role that requires a uniquely well rounded yet focused skillset. Amidst economic uncertainty and a widening wealth gap the world over, it's more important than ever for fundraisers to have a firm grasp on the tools at their disposal. Achieving Excellence in Fundraising is the ultimate guide to succeeding in this critical role.

✦ Table of Contents

Essential Texts for Nonprofit and Public Leadership and Management
Contents
List of Tables, Figures, and Exhibits
Tables
Figures
Exhibits
Foreword
Preface
Organization of the Fourth Edition
Reflections on the Fourth Edition
Acknowledgements
The Editors
Author Bios
PART ONE: A Philanthropic Context for Fundraising
1 A Philosophy of Fundraising
Introduction by Eugene R. Tempel
A Philosophy of Fundraising
Organizations and Their Reasons for Existing
To Govern or Not to Govern
Institutionalizing Fundraising
Gift Making as Voluntary Exchange
Substituting Pride for Apology
Fundraising as a Servant to Philanthropy
2 The Joy of Giving
Fundraisers are Givers, Not Takers
Psychological Benefits of Giving
Social Benefits of Giving
Physical Benefits of Giving
The Joy of Giving Across the Lifespan
The joy of giving around the world
The Importance of Motives
Maximizing the joy of giving
Why is giving good for people?
Is there such thing as giving too much?
A daily dose of “Vitamin G”
Conclusion: A Recipe for Giving
Discussion Questions
Key References/Further Reading
3 Plan to Succeed
Conclusion
Discussion Questions
4 Developing and Articulating a Case for Support
Where to Start with Case Resources?
Mission Statement
Goals
Objectives
Programs and Services
Finances
Governance
Staffing
Facilities and Service Delivery
Planning and Evaluation
History
Internal Case and External Case and the Difference Between Them
Putting the Case to Work: Creating Case Expressions
Conclusion
Discussion Questions
5 Individuals as a Constituency for Fundraisng
Identifying the Individual Constituent
A Constituency Model
Identifying and Attracting Likely Donors
Roles and Responsibilities that Influence Giving
Conclusion
Discussion Questions
PART TWO: Constituents: What Donors Value
6 Contemporary Dynamics of Philanthropy
Roles of Philanthropy
History and Understanding of Philanthropy
Size and Scope
Fundraising and The Economic Climate
Opportunities for Philanthropy
Conclusion
Discussion Questions
7 Prospective Donor and Donor Research and Database Management
Database 101
Sample Data Elements
The Basics
Solicitation History
Event and Activity Data
Personal Interaction
Prospective Donor Research 101
Looking from Within
Tools for Prospective Donor Research
Prospective Donor Management
Ethics in Prospective Donor Research
Conclusion
Discussion Questions
8 Corporate Giving and Fundraising
History
Corporate Giving for Nonprofits
Models of Corporate Giving
Corporate Productivity Model
Ethical or Altruistic Model
Political Model
Stakeholder Model
Case Study
Marketing, Sponsorships, and Partnerships
Opportunities
Challenges
Conclusion
Discussion Questions
9 Foundation Fundraising
Size and Scope
Types of Foundations
Trends in Foundation Support
Evaluation
Collaboration
Emphasis on Diversity
Capacity Building
Donor Advised Funds
Types of Support
Before Approaching a Foundation
Making a Request
The Proposal
At the Foundation
The Grant Decision
Conclusion
Discussion Questions
10 Gender and Philanthropy
Context
Demographics and data
Organizational Culture and Leadership
Potential is in the database
Todays Female Donors
Reaching the female donor
Her story
Womens Giving Across the Generations
Conclusion
Discussion Questions
11 Inclusive Philanthropy: Giving in the LGBT Community
An Overview of LGBT Giving
Giving and The LGBT Movement
Donor Characteristics
Motivations to Give
Awareness and Sensitivity in LGBT Donor Stewardship
Recommendations for Inclusive Fundraising
Discussion Questions
12 Faith and Giving
Making Sense of the Religious Giving Sector
Expanding the Definition of Religious Giving
From Institutions to Individuals
Making Sense of Religious Motivations
Other Motivations for Religious Giving
Obstacles to Religious Giving
Conclusion
Discussion Questions
13 Ethnic Diversity and Giving
Defining Diversity
Census Data on U.S. Ethnic Diversity
Research on Ethnic Diversity and Giving
Related Studies
Ethnic Diversitys Impact on Charitable Giving
Informal Giving
The Role of Immigration
Immigration and Philanthropy
Embracing Diversity in Fundraising
Conclusion
Discussion Questions
14 Generational Differences in Giving
Generations and Giving Patterns
Household Income and Generation
The Effect of Cohort and Lifecycle Effects on Giving
Giving Profiles by Generation
Shared Giving Characteristics of All Generations
Before Boomers
Boomers
Generation X
Millennials
Engaging the Next Generation of Donors
Events: The First Fundraising Experience
Millennials Engage with Causes to Help Others, Not Institutions
Millennials Prefer Smaller Actions before Fully Committing to a Cause
Millennials Treat Their Time, Money, and Assets as Having Equal Value
The Workplace is an Influential Place
Conclusion
Discussion Questions
15 Understanding High Net Worth Donors
Patterns of Giving
Volunteering by High Net Worth Individuals
Giving Vehicles
Where High Net Worth Donors Give
Donor Motivations and Constraints
Constraints on Donors
Policy Issues
Implications for Fundraisers
Discussion Questions
16 Global and Cross-Cultural Fundraising
Global Perspectives on Philanthropy and Fundraising
Global Development of Fundraising
Cultural Influences and Fundraising in the United States
Implementing Fundraising Principles Across Cultures
Conclusion
Discussion Questions
PART THREE: Structuring Your Fundraising
17 The Total Development Plan Built on the Annual Giving Program
The Total Development Plan: Planning, Communication, and Fundraising
Fundraising Programs
The First Leg: The Annual Giving Program
Conclusion
Discussion Questions
18 MAJOR GIFTS
Defining Major Gifts
What Works in Major Gift Fundraising
Inquiring and Inspiring
Managing the Major Gift Process
The Philanthropic Road Ahead
Conclusion
Discussion Questions
19 Capital Campaigns
Defining Todays Campaign
Fundamental Structure of a Campaign
Pre-Campaign Planning
Quiet Phase
Campaign Kickoff and Public Phase
Campaign Closing and Celebration
Stewardship and Campaign Impact
Campaign Case Study
Institutional Background
Discussion Questions
20 Establishing a Planned Giving Program
Institutional Readiness
The Organization and Staff
Board Commitment
The Planned Giving Professional
Policies and Guidelines
The Planned Gift Options
Marketing Planned Gifts
Print Materials
Integration with Annual Appeals
Stand-Alone Mailings
Seminars
Personal Visits
Planned Giving Recognition Society
Identification of Prospective Donors
Current Planned Gift Donors
Annual Fund Donors
Board, Volunteers, and Staff
Professional Financial Advisors
Conclusion
Discussion Questions
PART FOUR: Managing the Fundraising Process
21 Management and Leadership in Fundraising
Fundraising Managers and Their Responsibilities
Meeting the Challenge Through Basic Management Functions
Fundraising Staffing
Leadership Principles for Fundraisers
How Leadership Looks in the Organization
Leading by Example
Conclusion
Discussion Questions
22 Organizational Development for Fundraising
Essential Foundations for Philanthropy
Institutional Readiness
Human Resources
Sources of Support
Fundraising Vehicles
Management
Organizational Effectiveness and Accountability
Conclusion
Discussion Questions
23 Budgeting for and Evaluating Fundraising Performance
The Budget is a Plan
Program Budgeting
Summary Budget Request with Estimated Net Revenue
Fundraising Performance Evaluation
Fundraising Goals and Objectives
Benchmarks, Online Performance, and Fundraising Effectiveness
Conclusion
24 Marketing and Communications for Fundraising
Toward an Understanding of Marketing
Historic Role of Marketing for Nonprofits
The Marketing Cycle
The Marketing Plan
The Role of Market Research in Fundraising
Market Research and Donor Data
Setting Market Research Agendas
Methods of Market Research
Primary and Secondary Research
Types of Market Research Tools for Fundraisers
Sophistication of Market Research
Communication: Building Awareness and Motivating Action
Communicating Messages with a Purpose
Planning a Communications Campaign
Media Selection
The Creative Work: Themes and Technique
Trust and Responsibility: An Ethical Framework
Conclusion
Discussion Questions
25 Selecting and Working with Fundraising Consultants
Institutional Readiness
Campaign Planning
Program Implementation
Finding and Engaging Consultants
Contracts as a Relationship-Building Tool
Conclusion
Discussion Questions
PART FIVE: The Art of Solicitation
26 Personal Solicitation
Knowing Yourself: The Psychology of Asking for Money and the Professionalism of Fundraising
Knowing Your Donor: Strategic Cultivation
Identifying your best prospective donors
Managing the strategy and building a relationship
Knowing When and What to Ask: The Invitation to Make a Gift
The Solicitation Meeting
Open the Meeting with a Plan
Involve the Donor
Make the Request
Engaging in Discussion
The Close
Beyond Solicitation: The Fundraiser as Professional
Conclusion
Discussion Questions
27 Direct Response
Applying Direct Mail Principles to Other Direct Response Fundraising
Direct Mail as a Template for Other Direct Response Fundraising
Accurate Prospective Donor Lists and Segmentation
Direct Mail Donor Categories
Planning: Frequency and Timing of Solicitations
Elements of Direct Mail and Application to e-Solicitation
Donor Retention, Renewal, and Upgrade Strategies
Measuring Success
State Charitable Registration and Reporting Requirements
Case Study: Combining Direct Response Vehicles for Maximum Effectiveness
Conclusion
Discussion Questions
28 Telephone Solicitation and Stewardship
Planning
Legislation and Regulation
Data
Budget
Use of Volunteer or Paid Callers
Call Automation
Use of a Consultant
Strategy and Segmentation
Anatomy of the Call
Training
Pre-call Planning
Introduction
The Case for Support
The Solicitation
The Close
Campaign Management
Record Count
Stewardship
Leveraging the Full Capacity of a Phone Program
Conclusion
Discussion Questions
29 Digital Fundraising
Permission
Three Goals
Web Sites
Blogging
Blogging Tips
Basics Tips for Blogging
E-mail
The Convio Online Benchmark Study
What Did the Convio Study Reveal about Younger Donors?
Additional Tips for Your E-mail Campaign
The E-mail Welcome Series
E-newsletters
Facebook
How Do I Manage It All?
Crowdfunding
Regulations
Responding to Critics
Policies
Conclusion
Discussion Questions
30 Special Events
Cultivation Events
Solicitation Events
Stewardship Events
Engagement of Staff
Clear Event Purpose
Recognized Organizational Need
Invitation to Participate from Others
Unique Opportunities
Connection
Tradition
Value
Integrated Events
Critical Factors for Event Success
Conclusion
Discussion Questions
PART SIX: Involving Volunteers
31 Stewardship and Accountability
Gift Clubs
Reporting
Conclusion
Discussion Questions
32 Engaging the Board in Fundraising
The Roles and Responsibilities of Board Members
Engaging in Fundraising
What Board Members Bring to Fundraising
Recruiting Board Members
Responsibilities of the Board
Conclusion
Discussion Questions
33 Volunteer Management
Volunteer Rates and Activities
International Contexts of Volunteering
Volunteer Motivations and Advantages
Steps for Successful Volunteer Involvement
Determine the Organizations Needs
Identify and Recruit Volunteers
Volunteer Orientation
Ensure Meaningful Engagement
Evaluate Volunteers Performance
Recognize Volunteers
Volunteer Policies and Procedures
Volunteer Retention
Staff Driven versus Volunteer-Driven Fundraising Programs
Conclusion
Discussion Questions
PART SEVEN: Ethics and Accountability
34 Ethics and Accountability
Issues of Trust
Ethics and Professionalism
Approaches to Ethics
Ethical Dilemmas
Applying Ethics in Fundraising
The Individual and the Organization
Competence
Language
Relationships
Mission
Conclusion
Discussion Questions
35 The Law and Fundraising
Prudent Decision Making
Governance
State Law Considerations
Definition of a Gift and Donor Restrictions
Federal Law Considerations
Donor Advised Funds
Types of Public Benefit Charities
Supporting Organizations
Member Benefit Charities
Unrelated Business Taxable Income
Income Tax Benefits for Charitable Giving
Gift and Estate Tax Benefits for Charitable Giving
Gift Substantiation and Disclosure
Non-Cash Gifts
International Philanthropy
Donor Privacy and Confidentiality
Conclusion
Discussion Questions
PART EIGHT: Your Career in Fundraising
36 Fundraising as a Profession
Milestones in the Professionalization of Fundraising
Issues of Fundraising as an Emerging Profession
Expert Knowledge with a Theoretical Base
A demonstrated devotion to service
An Active Professional Association and a Code of Ethics
Control over Credentialing
The Future of Fundraising as a Profession
Conclusion
Discussion Questions
37 Resources for Strengthening Fundraising
Association Resources
Options for Formal Education
Published Resources
Academic Research
Focus on Practice
Internet-Based Resources
Conclusion
Questions for Discussion
Organizations and Resources Referenced
References
Index
EULA