Fundraising Fundamentals: A Guide to Annual Giving for Professionals and Volunteers

"Fundraising Fundamentals is a practical and valuable resource for fundraising professionals, trustees, philanthropists, and nonprofit executives who aspire to raise substantial monies for worthy causes. I have utilized Jim Greenfield’s literature in various fundraising courses . . . my students have benefited from the theory and substance that Jim so clearly conveys along with real–life models that can be applied to their respective organizations."
–Stephen M. Levy, CFRE, President of Levy Philanthropic Counsel
Former Chair of the Association of Professionals Foundation Board
Adjunct Professor of Philanthropy, Columbia University
Proven methods and techniques for running a successful annual giving campaign
Learn how to carry out winning annual giving campaigns that will help your nonprofit organization grow and increase its financial resources with Fundraising Fundamentals. Complete with the essential basics of fundraising and comprehensive enough to help experienced fundraisers improve their campaigns, this up–to–date Second Edition features key material on:How to find likely first–time donorsMembership organizations and donor clubsMethods of donor renewal, upgrading, and rewardRecruiting and training volunteer solicitorsMultimedia and Internet soliciting techniques

Spis treści:
Chapter 1 Developing Annual Gift Support by Raising Friends andBuilding Relationships.
The Philanthropic Process.
Philanthropic Practice.
The Independent Sector and the Natureof Charitable Organizations.
The Role of Fund Development.
The Role of Annual Giving.
What to Use in Making Annual Gifts.
Chapter 2 Asking for Money:Begin with Testing by Mail.
Acquisition:The Everlasting Search.
Finding Likely First–Time Donors.
Testing,Testing,Testing.
Letter Texts:Write Love Letters!
Chapter 3 Direct Mail Acquisition:Const ituency Building.
Meeting Changing Needs.
The Case for Annual Gift Support:Goals and Potential.
Goal Setting for Annual Giving Solicitation.
These Are Donors,Not Numbers.
The Annual Fund —Master Schedule.
Making and Following Plans:The Frequencyof Appeals.
Plan to Be Flexible.
Where Pledges Fit in Annual Giving.
Acquisition through Mail Appeals.
Why Use the Mail?
Multiple Acquisition Methods.
Multiple Mailings.
When to Mail and How Often.
Improved Results with Multimedia Appeals.
Other Options for Acquisition Mailings.
Chapter 4 Donor Renewal:A Communications Art.
Communications Opportunities.
Involvement Opportunities.
Methods of Donor Renewal,Revival,and Reward.
Performance Analysis.
Donor Relations.
Chapter 5 Membership and Membership Associations.
Legal and Tax–Exempt Status.
Membership Options.
Basic Design.
Annual Dues and Gifts.
Benefits and Privileges.
The Value of a Gift Membership.
Management of Membership Associations.
Annual Giving Opportunities for Members.
Annual Membership Campaigns.
Operating Costs for Membership Programs.
Chapter 6 Telephone and Telemarketing Techniques.
Preparing for Telephone Solicitation.
The Volunteer Calling Program:Planning Is the Keyto Success.
Developing a Telemarketing Program.
Should You Hire a Professional Telemarketing Firm?
Budgeting for Telephone Solicitation.
Other Uses of the Telephone.
Chapter 7 Groups,Guilds,and Support Organizations.
The Auxiliary.
The Guild.
Donor Clubs: The Benefits of Organizing Donors.
Support Group Organizations.
Management of Groups,Guilds,andSupport Organizations.
Chapter 8 Soliciting Annual Gifts from Corporationsand Foundations.
Securing Annual Corporate Gifts.
Tax Deductions as a Motivation.
The Roles of Research,Relationships,and Requests.
The United Way Corporate Connection.
Corporate Matching Gifts: Untapped Gold?
CauseR 11;Related Marketing:Yes,It ’s Money ButIt Is Not Philanthropy.
Securing Annual Foundation Gifts.
Research,Relationships,and Requests.
Donor Recognition for Corporations and Foundations.
Chapter 9 Internet Solicitation.
Artful Uses of the Internet for Annual Giving.
Cyberspace Law: Online Fundraising Rulesand Regulations.
Working with Application Service Providers.
Ethics Codes and Standards of Professional Practice.
Intellectual Property,Copyright,Privacy,and Security.
The Future of Internet Solicitation.
Chapter 10 Activities,Benefits,and Special Events.
Volunteer Development.
Recruitment.
Definitions and Differences.
Activities.
Benefits.
Special Events.
Management and Performance Measurement.
Chapter 11 The Volunteer–Led,Personal Solicitation AnnualGiving Campaign.
Developing Qualified Donors.
Recruiting and Training Volunteer Solicitors.
Campaign Leadership:The Key to Success.
Management of the Annual Giving Campaign.
Recognition and Reward.
Chapter 12 Other Ways to Raise Money Every Year.
Advertising and Coupons.
Commemorative and Tribute Giving.
Commercial Sales,Cause–Related Marketing,andAffinity Cards.
Door–to–Door and On–Street Solicitation.
Federated Campaigns.
Gambling and Games of Chance.
Multimedia Options.
Premiums.
Television and Telethon Solicitation.
Various Other Annual Giving Ideas of Merit.
Scams and Con Artist Fraud and Abuse.
Chapter 13 Managing the Comprehensive Annual Giving Program.
Balanced Participation:A Key to Success.
Managing Annual Giving Programs.
Board,CEO,and Employee Relations.
Management of Changing Annual Priorities.
Gift Reports.
Budget Preparation and Management.
Cost –Benefit Standards and Guidelines.
Program Performance Measurement.
Office Functions,Operating Procedures,andComputer Support.
Training for All Staff Members.
Financial Accounting an d Reporting.
Donor Relations.
Issues and Challenges for the Future of Annual Giving.
Concluding Thoughts.
Appendix A: Operating Rules and Procedures fora Support Group Organization.
Appendix B: Master Checklist for Activities, Benefits, andSpecial Events.
Appendix C: Glossary of Internet Terms.
Notes.
Selected References.
Index.

Nota biograficzna:
JAMES M. GREENFIELD, ACFRE, FAHP, is Senior Associate Vice President with The Alford Group Inc. Since 1962, he has acted as a fundraising executive to three universities and five hospitals, including Hoag Memorial Presbyterian Hospital where he served for fourteen years and raised over $120 million.

Okładka tylna:
"Fundraising Fundamentals is a practical and valuable resource for fundraising professionals, trustees, philanthropists, and nonprofit executives who aspire to raise substantial monies for worthy causes. I have utilized Jim Greenfield’s literature in various fundraising courses . . . my students have benefited from the theory and substance that Jim so clearly conveys along with real–life models that can be applied to their respective organizations."
–Stephen M. Levy, CFRE, President of Levy Philanthropic Counsel
Former Chair of the Association of Professionals Foundation Board
Adjunct Professor of Philanthropy, Columbia University
Proven methods and techniques for running a successful annual giving campaign
Learn how to carry out winning annual giving campaigns that will help your nonprofit organization grow and increase its financial resources with Fundraising Fundamentals. Complete with the essential basics of fundraising and comprehensive enough to help experienced fundraisers improve their campaigns, this up–to–date Second Edition features key material on:How to find likely first–time donorsMembership organizations and donor clubsMethods of donor renewal, up