DR. REYNOLD LEVY has been the President of Lincoln Center for the Performing Arts since 2002. His leadership at Lincoln Center continues a distinguished career of public service in which he has served as president of the International Rescue Committee; senior officer of AT&T in charge of government relations; president of the AT&T Foundation; executive director of the 92nd Street Y; and staff director of the Task Force on the New York City Fiscal Crisis. He has published two books, Give and Take: A Candid Account of Corporate Philanthropy and Nearing the Crossroads: Contending Approaches to Contemporary American Foreign Policy. He writes and speaks widely about philanthropy, the performing arts, humanitarian causes and issues, and the leadership and management of nonprofit institutions. His most recent of many teaching affiliations has been as Senior Lecturer at the Harvard Business School.

• Acknowledgments xvAbout the Author xxiIntroduction xxiiiChapter 1Fundraising: A Call to Alms, A Call to Action 1America’s Charitable Potential 6Activating Philanthropy: The 92nd Street Y 9Galvanizing Giving: The International Rescue Committee 10Fundraising on Steroids: Lincoln Center 11A Call to Alms, A Call to Action 15Chapter 2Soliciting Individual Prospects 17America’s Astonishing Affluence 19Trustee Engagement and Support 23Volunteer Service: Beyond the Board 29Engaging Volunteers: A Management Priority 31A CEO’s Modus Operandi 33Attitude and Temperament 35Overcoming Economic Bad News and Psychological Resistance 37To Ask: Popping the Question 38Qualities of Excellent Fundraisers 41Ready, Set, Ask 42Chapter 3Asking, Face to Face 43Appointment Secured: Now What? 45Please and Thank You 46Donor Recognition: Here to Stay 47Merit Matters: The Formal Written Request 48The Lure of the Challenge Grant 49The Generational Divide 50Confessions of a CEO 52The Written Proposal: A Prizewinning Example 54Obstacles to Overcome 61Individual Donor Checklist: Some Vital Questions 62Chapter 4The Institutional Donor: Corporations and Foundations 65The Corporation and the Small Business 66The Parlance of Corporate Aid 67Corporate Support Magnified 69Small Business, Large Impact 70The Corporation: Pathway to Affluent Donors 71Winning Business Support 72The Lincoln Center Experience 76Take a Walk, Read Widely 80The Foundation 81Chapter 5Technique: Special Events and Direct Mail 85Special Events 86Direct Mail Fundraising 94Chapter 6Tough Questions: Candid Answers 99Emerging Nonprofits: Newer, Smaller 100The Philanthropic Postmortem: Critiquing Performance 102Fundraising in Stormy Weather 104Fundraising: Who is in Charge and When 106Fundraising Myths and Realities 108A CEO’s Two Friends: The Watch and the List 111Four Hall of Fame Fundraisers: My Nominees 113Donations that can Cost Too Much 118Chapter 7A Passport to Successful Fundraising: Lessons of a Lifetime 1211. Diversify Funding Sources 1222. Diversify Funding Methods 1223. It’s the Board of Directors, Stupid 1224. Advice and Money: The Relationship 1235. Fundraising: Anytime, Anywhere, Any Season 1236. The Solicitor’s Magic Words 1237. The Right Way to Ask 1238. Shoe Leather Trumps Mail 1249. No is Not an Answer 12410. Baseball, Not a College Exam 12411. Fundraising as Apple Pie 12412. Fundraising is a Team Effort 12513. Practice, Practice 12514. Philanthropy is Biography 12515. Speed and Agility Matter 12516. The Corporate/Nonprofit Meeting Place 12617. The School of Hard Knocks 12618. Early Money: The Best Kind 12619. Donors Crave Recognition 12620. Philanthropists Need Help 12721. Merit Matters 12722. Reputation: Hard to Acquire,Easy to Squander 12723. Communicate, Early and Often 12824. Roles that Fundraisers Play 12825. Plan and Prepare 12826. Spread the Gospel 12927. Fundraising is All about Tomorrow 13028. Leaving a Legacy 130Chapter 8Humor and Fundraising 133The Relentlessness of Fundraisers 134The Elusiveness of Prospects 135Fundraising is Heavy Lifting 135The Imperative of Donor Recognition 136The Lore of Frank Bennack, Jr. 137Politics is Inexpensive 138Major Prospects Enjoy Healthy Egos 138Self-Deprecating Humor: It Wears Well 138A Classic: Many Variations on a Theme 139She was One of a Kind: Beverly Sills—Part A 139She was One of a Kind: Beverly Sills—Part B 140She was One of a Kind: Beverly Sills—Part C 141An Excusable Lateness 142Introducing a Gala Honoree 143The Ask Reduced to its Essentials 143Intellectual Flight and an Empty Wall No More 145The Philanthropic Marine Corps 147Chapter 9Fundraising: Dimensions of the Future 149The Board of Directors Transformed 150Willie Sutton goes Global 151Philanthropic Converts Become Proselytizers 155Underperforming Businesses 155E-Philanthropy: Unrealized Potential 158Think Big: It’s a New Millennium 160Chapter 10Quotations that Matter 163Bibliography 173Appendix I. Fundraising on Steroids: Lincoln Center 179Appendix II. Nonprofit Board of Directors Size:A National Sampler and Lincoln Center 185Appendix III. Governance at Lincoln Center: 2007 187Appendix IV. Three Direct Mail Home Runs from theInternational Rescue Committee 189Notes 199Index 203

"Put simply, fundraising is nothing more than salesmanship. It's persuasiveness at work. It's a performing art." (Directors & Boards, Third Quarter 2009) "Reynold Levy offers a straightforward, on-target approach to virtually every fundraising concern, including those experienced in tough economic times." (Arts Management, Jan-Feb 2009)"Most fundraisers are uncomfortable asking for money, despite the fact that they are soliciting funds for worthy causes. However, author Reynold Levy makes the case that not only do individuals, corporations and foundations give money to organizations and causes they care about, they do so because they are asked. In addition, despite the current economic crisis, Americans continue to enjoy staggering wealth, and the wealthy can comfortably increase the amount they now give to charity without depriving themselves. All it takes is a disciplined and creative approach to soliciting those funds. This book shows you how." (CausePlanet.org; 11/08)"Reynold Levy, could not have predicted the economic climate into which his new book would land. But "Yours for the Asking" now seems eerily prescient - particularly which chapters like "Fund-Raising in Stormy Weather" and "Overcoming Economic Bad News and Psychological Resistance". Regarding tough times, Mr. Levy asserts in the book that affluent people donate more from their assets than their income, leaving their contributions less vulnerable to a downturn." Moreover, worthy causes remain worthy, Mr. Levy said in an interview, no matter what the current state of world." (The New York Times; 11/11/08)"Reynold Levy, a veteran fund raiser and former grant maker whose new book is called Yours for the Asking, argues that even in a troubled economy, a lot of people still have the resources to give generously…. His new guide seeks to reverse their discomfort and create an army of solicitors with the gumption to go after the stockpiles of money that Mr. Levy says are readily available." (The Chronicle of Philanthropy, November 27, 2008)"The real value of Levy's work lies in his ability to demystify the process of fund-raising and his personal touch that will appeal to those seeking funding…" (Library Journal XpressReviews, 10/7/08)“…I found Levy's stories, suggestions, tips, and philosophy completely applicable to any nonprofit, large or small, high flying or grassroots. What did I like most about Levy's book? It is hard to pick out just a few favorite parts, but I read with fascination about how a fabulous event was put together; welcomed Levy's thoughts about the worth of soliciting the small businesses that surround one's organization; and appreciated his thoughts about e-philanthropy.” (About.com, 9/19/08)