Complete Guide to Fundraising Management

STANLEY WEINSTEIN, ACFRE, EMBA, retired as president of Stanley Weinstein & Co. Over forty-five years, he distinguished himself as a consultant, teacher, and author. He is founding director of Best Chance, a nonprofit organization assisting people released from prison. PAMELA BARDEN, DBA, CFRE, is a distinguished instructor for UCLA Extension, adjunct professor at University of La Verne, a monthly contributor to npENGAGE, and a weekly columnist for NonprofitPRO.

• Foreword to the Fourth Edition xiiiForeword to the Third Edition xivPreface xviiA Note about the Website xixChapter 1 Five Major Fundraising Principles 1People Give to People to Help People 1People Give Relative to Their Means 2Those Closest Must Set the Pace 3Successful Fundraising 3The 80/20 Rule is Becoming the 90/10 Rule 4The Need for Balance 5Chapter 2 Your Organization and the Nonprofit World 7An Overview of the Sector—Broad Range of Services 7Opportunities and Challenges 8Working Together 9Importance of Strategic Management 10Be Sure Your Institution is Worthy of Support 12Chapter 3 Managing the Resource Development Function 17Analysis and Planning 17Effectiveness: Doing the Right Things 21Efficiency: Doing Things Right 23Budgets and Financial Resources 25Setting Fundraising Goals 30Fundraising Modes 36Special Issues Related to Small and Large Operations 42Ethics 45Evaluation 49Chapter 4 The Case for Support and Fundraising Materials 51The Case Statement 51The Comprehensive Formal Case Statement 52The Case Statement Process 54Market- and Situation-Specific Case Statements 55Presentations and Presentation Materials 55Chapter 5 Managing Information 61Record Keeping 62Supporting Fundraising Strategies 62Acknowledgments 63Reports 64Targeted Communications 66The System 73Establishing the Information System 74File Systems and Procedures 77Chapter 6 Prospect Identification, Research, and Segmentation 79The Best Prospects 80Prospect Research 83Prospect Ratings and Evaluations 84Know the Prospective Donor as a Person 94Chapter 7 Nurturing Relationships 97Friend-Raising Activities 97Moves Management—Cultivating Real Relationships 105Donor Acknowledgment 105Four Parts of an Acknowledgment Program 110Chapter 8 Major Gift Fundraising 115When Major Gift Strategies are Appropriate 116Preparing for a Major Gift Initiative 117The Solicitation Interview (How to Ask for a Major Gift) 127After the Solicitation 134Solicitation Training and Role-Playing 134Chapter 9 Direct Response: Mail and Online 137Acquisition Mailings 138Renew and Upgrade 141Lapsed Donors 143Public Relations and Information 144Frequency 145Ensuring Success 146Elements of the Appeal Package 147Mail Lists 155Mail Preparation: What to Do In-House; What to Do with a Mail House 159Social Media and Text-to-Give 163Newsletters—Print and Electronic—as Part of the Direct Response Program 164Websites 166Chapter 10 Telemarketing as a Relationship-Building Tool 169The Law and Telephone Solicitation 169Volunteer Phone-a-Thon 170Volunteer Phone-a-Thon Overview 171Volunteer Recruitment 172Orientation 173Managing the Process 177Phone and Mail Campaign Coordination 179Ad Hoc Volunteer Calls 179Professional Telephone Solicitation Campaigns 180Chapter 11 Special Event Fundraising, Cause-Related Marketing, and Crowdfunding 183Special Events: Choosing the Event 184Implementing the Event 186Cause-Related Marketing 189Crowdfunding 190Chapter 12 Grants 193What is a Grant? 193Government Grants and Contracts 194Foundations 195Foundation Research 196Project Development 197The Application 198Acknowledgment and Reporting Requirements 201Donor-Advised Funds 201Chapter 13 Planned Giving 203Defining Planned Giving 203Importance of Planned Giving 203Charitable Gift Instruments—Ways of Giving 204Donor Education and the Planned-Giving Program 213Endowment Fund 219Sample Marketing Plan for Charitable Gift Annuities 220Planned-Giving Societies 224Chapter 14 Capital and Endowment Campaigns 225Requirements for a Successful Campaign 225Chronological Steps for Success 230Building Endowments 242Institutional Differences 245Campaign Organization and Structure 249Chapter 15 Human Resources 253The Board of Directors 253The Resource Development Staff 271Volunteers 278Working with Consultants 281Chapter 16 Successful Fundraising in Large and Small Nonprofits 289What Every Fundraiser Should Monitor 290Decision Making 304Small-Shop Fundraising 305The Job—and the Joy—of Fundraising 306About the Authors 309Acknowledgments 311Index 313