Achieving Excellence in Fundraising

THE REVISED AND UPDATED GUIDE TO FUNDRAISING SUCCESS!

The fourth edition of Achieving Excellence in Fundraising is a comprehensive reference that outlines the core fundraising principles, concepts, and techniques and includes the most current tools, methods, and practices. With contributions from members of The Fund Raising School and the faculty of Indiana University′s Lilly Family School of Philanthropy, the text offers a thorough review of the fundraising profession.

This updated resource contains a guide to nonprofit accounting practices as defined by the Financial Accounting Standards Board and the American Institute of Certified Public Accountants, an understanding of donor dynamics, and shows how to create an institutional development plan. The authors explore the essential marketing and solicitation techniques and include effective volunteer recruitment, retention, and management strategies. In addition, Achieving Excellence in Fundraising offers the key for mastering all the knowledge domains covered by the CFRE certification exam.

Those new to fundraising will find essential concepts explained clearly and presented within a context that gives them meaning and relevance. Experienced professionals can delve into contemporary research such as work on empathy that informs the joy of giving, while also reviewing the fundamentals of relationship building that have withstood the test of time.

Leaders will find descriptions of proven operational structures and guidelines for managing the variety of processes that make up a comprehensive fundraising effort. Achieving Excellence in Fundraising is the ultimate guide to fundraising success.

List of Tables, Figures, and Exhibits xv

Foreword xix

Preface xxiii

Acknowledgements xxvii

The Editors xxxi

Author Bios xxxv

PART ONE: A PHILANTHROPIC CONTEXT FOR FUNDRAISING 1

1 A Philosophy of Fundraising 3
Henry A. Rosso

2 The Joy of Giving 11
Sara Konrath

3 Plan to Succeed 27
Timothy L. Seiler

4 Developing and Articulating a Case for Support 37
Timothy L. Seiler

5 Individuals as a Constituency for Fundraising 49
Timothy L. Seiler

PART II: CONSTITUENTS: WHAT DONORS VALUE 59

6 Contemporary Dynamics of Philanthropy 61
Dwight F. Burlingame and Pat Danahey Janin

7 Prospective Donor and Donor Research and Database Management 71
Katie Prine and Elisabeth Lesem

8 Corporate Giving and Fundraising 85
Dwight F. Burlingame and Sean Dunlavy

9 Foundation Fundraising 101
Sarah K. Nathan and Elisabeth Lesem

10 Gender and Philanthropy 113
Debra J. Mesch and Andrea Pactor

11 Inclusive Philanthropy: Giving in the LGBT Community 127
Elizabeth J. Dale

12 Faith and Giving 141
David P. King

13 Ethnic Diversity and Giving 153
Una Osili and Sarah King

14 Generational Differences in Giving 169
Amy N. Thayer and Derrick Feldmann

15 Understanding High Net Worth Donors 185
Patrick Rooney and Una Osili

16 Global and Cross–Cultural Fundraising 201
Lilya Wagner

PART THREE: STRUCTURING YOUR FUNDRAISING 213

17 The Total Development Plan Built on the Annual Giving Program 215
Timothy L. Seiler

18 Major Gifts 225
James M. Hodge

19 Capital Campaigns 243
Aaron Conley

20 Establishing a Planned Giving Program 259
Dean Regenovich

PART FOUR: MANAGING THE FUNDRAISING PROCESS 291

21 Management and Leadership in Fundraising 293
Elizabeth A. Elkas

22 Organizational Development for Fundraising 307
Eugene R. Tempel and Lehn Benjamin

23 Budgeting for and Evaluating Fundraising Performance 321
James M. Greenfield and Melissa S. Brown

24 Marketing and Communications for Fundraising 337
Margaret M. Maxwell and Sean Dunlavy

25 Selecting and Working with Fundraising Consultants 351
Margaret M. Maxwell

PART FIVE: THE ART OF SOLICITATION 361

26 Personal Solicitation 363
Genevieve G. Shaker

27 Direct Response 375
Deborah L. Eschenbacher

28 Telephone Solicitation and Stewardship 387
Sarah K. Nathan

29 Digital Fundraising 401
Jeff Stanger

30 Special Events 417
Roberta L. Donahue and Caitlin Deranek Stewart

PART SIX: INVOLVING VOLUNTEERS 429

31 Stewardship and Accountability 431
Eugene R. Tempel and Timothy L. Seiler

32 Engaging the Board in Fundraising 439
Eugene R. Tempel and Timothy L. Seiler

33 Volunteer Management 451
Tyrone McKinley Freeman and Elena Hermanson

PART SEVEN: ETHICS AND ACCOUNTABILITY 465

34 Ethics and Accountability 467
Eugene R. Tempel

35 The Law and Fundraising 487
Philip M. Purcell

PART EIGHT: YOUR CAREER IN FUNDRAISING 501

36 Fundraising as a Profession 503
Eva E. Aldrich

37 Resources for Strengthening Fundraising 517
Frances Huehls

References 529

Index 549

EUGENE R. TEMPEL is Founding Dean Emeritus of the Indiana University Lilly Family School of Philanthropy and a Professor of Philanthropic Studies.

TIMOTHY L. SEILER is the inaugural Rosso Fellow in Philanthropic Fundraising and Clinical Professor of Philanthropic Studies at the Lilly Family School of Philanthropy.

DWIGHT F. BURLINGAME is Professor of Philanthropic Studies and holds the Glenn Family Chair in Philanthropy at the Indiana University Lilly Family School of Philanthropy.

All three editors are recipients of the Henry A. Rosso Medal for Lifetime Achievement in Ethical Fundraising.