INTRODUCTION xiii1. The Mission xiii2. Who This Book is For xiv3. What This Book Can (and Can't) Do For You xiv1 THE FUNDRAISER 11. The Fundraiser's Role 12. Hiring a Fundraiser 33. Firing a Fundraising Staffer 43.1 The head in the sand 43.2 How not to fire someone 43.3 Pointers for terminating employment 52 ORGANIZING FOR EFFECTIVE FUNDRAISING 71. Are Volunteer Organizations Different? 71.1 Volunteer labor 81.2 Funding 91.3 Values 101.4 Volunteer leadership 10CONTENTSvi Fundraising for nonprofit groups2. Incorporation and Charitable Registration 103. Establishing an Effective Board of Directors 133.1 Who should be on the board? 133.2 Recruiting board members 153.3 Responsibilities of the board 163.4 Board development 173.5 Committees and work teams 184. Managing Growth 185. Networking 193 FUNDRAISING TOOLS 211. Presenting Your Organization in Words and Images 211.1 Content and audience 221.2 Writing 231.3 Design 242. Key Documents 272.1 The objectives sheet 272.2 The annual report 302.3 The funding proposal 533. The Thank-You Letter and Phone Call 554. Presenting Your Organization on the Internet 614.1 Using a Web site to communicate 614 TYPES OF FUNDING 661. Core Funding versus Project Funding 662. Seed Funding 673. Capital Projects 684. Deficit Funding 705. Sole-Source Funding 705 DEVELOPING A FUNDRAISING STRATEGY 741. Strategy Is the Key to Success 742. Fundraising Strategy Matrix 752.1 Fundraising choices 752.2 Evaluation 76Contents vii3. Using the Matrix 784. Fundraising Strategy Think Tank 785. Corporate Fundraising Strategy 785.1Brainstorming 815.2 Beyond brainstorming: Researching the corporate sector 825.3 Deciding which corporations to approach and what to ask them for 856. Foundations Fundraising Strategy 907. Government Fundraising Strategy 938. Service Clubs 949. Employee Charitable Funds 9410. The United Way 9411. Religious Groups 9512. Unions 9513. Joining Forces: What Have We Got to Lose? 956 HOW TO APPROACH FUNDERS 981. Attitude 982. Setting Up a Meeting 982.1 Through the front door 982.2 The regular route 1003. The Meeting 1003.1 Before the meeting 1003.2 At the meeting 1013.3 After the meeting 1013.4 Back at the office 1024. What To Do When a Check Arrives 1035. What To Do When They Say No 1036. The Old Buddy Route 1047 FUNDRAISING IN SMALLER COMMUNITIES 1051. Approaching Individuals 1052. Training for Face-To-Face Fundraising 1072.1Introduction 1072.2 Methods of solicitation 1072.3 Dealing with fear 1082.4 Three steps to approaching donors 1082.5 Playing the role 1142.6 Action 1152.7 Follow-up 1153. Approaching Local Major Industry 1154. Approaching Local Small Business 1165. Organizing Special Events 1175.1 Be clear about your goal 1175.2 Make sure you have enough people 1175.3 Plan your finances carefully 1175.4. Keep costs low 1185.5 Hold several money-making activities at the same event 1185.6 Pay attention to timing 1185.7 Types of events 1188 DIRECT MAIL 1231. Strategy 1232. The Mailing List 1243. The Package 1283.1 Exterior envelope 1283.2 The reply envelope 1293.3 The reply card 1293.4 The letter 1303.5 Other background material 1314. Cost-Benefit Analysis 1315. Summary 1369 TELEPHONE FUNDRAISING AND DOOR-TO-DOOR CANVASSING 1371. Telephone Fundraising 1371.1 When does telephone fundraising work? 1371.2 The dangers of bad telephone fundraising 1381.3 How a telephone campaign can benefit your organization 1391.4 How much could you raise? 1411.5 How to get donors' phone numbers (and e-mail addresses) 1411.6 How to approach donors 142viii Fundraising for nonprofit groupsContents ix1.7 How to choose and manage your callers 1421.8 Following through on pledges 1441.9 Donors who give 1441.10 People who say no 1442. Door-to-Door Campaigns 1442.1 Organizing a door-to-door campaign 1452.2 Volunteers or paid canvassers? 1452.3 Follow-up after a door-to-door campaign 1453. Assess a campaign's effectiveness 14610 FUNDRAISING ON THE INTERNET 1471. Should We Take the Plunge? 1472. E-mail 1482.1 An introduction to e-mail 1482.2 How can we use e-mail to improve our efficiency and effectiveness? 1483. Fundraising 1503.1 Avoid spam 1513.2 Credit-card fraud, security, and privacy 1514. Web Sites 1524.1 Using the Web site to raise money 1524.2 More sophisticated Web site fundraising campaigns 1524.3 Web site security and privacy 1535. Surfing the Net: Research and Discussions 1546. Online Fundraising Discussions 15511 FREE GIFTS AND PRODUCT SALES 15612 GIFTS THAT KEEP ON GIVING: AN INTRODUCTION TO PLANNED GIVING 1591. What is planned giving? 1592. Bequests: The Simplest Form of Planned Giving 1603. Other Methods of Planned Giving 1603.1 Living annuities 1603.2 Life insurance 1613.3 Memorial and celebration giving 1614. Setting up a Planned-Giving Program 1615. The Ethics of Planned Giving 162x Fundraising for nonprofit groups6. Practical Considerations 1637. For More Information 16313 HOW TO KEEP THE MONEY COMING 1641. Keep Your Donors Informed 1641.1 Send news about all your work 1651.2 Projects 1652. Record-Keeping 1652.1 Approaches in the works log 1662.2 Donor card file 1662.3 Correspondence files 1663. Monthly Donors, Credit Cards, and Electronic Funds Transfer 1663.1 Monthly-giving system 1663.2 Credit cards 1693.3 How to get started 1693.4 Set the example 1703.5 Ask often 1703.6 Expand to pre-authorized checking 1713.7 Explore payroll deduction plans 1714. Encourage Additional Donations 1725. Upgrade Donors 17214 FUNDRAISING CONSULTANTS 1731. When to Consider a Consultant 1732. Selecting a Consultant 1733. Getting Value For Your Consulting Dollar 1754. Conclusion 17615 VOLUNTEERS 1771. Fighting Resistance 1772. Volunteer Roles 1783. Understanding Volunteers' Motives 1784. Finding Volunteers 1795. Recruitment and Orientation 1806. Training, Promotion, and Appreciation 1847. Retirement and Succession 185Contents xi8. The Volunteer as Fundraiser 1869. Managing Staff/Volunteer Relationships 18610. Conclusion 18816 STRATEGIES FOR SURVIVAL 1891. Be Self-Sufficient 1892. Build Up Your Organization 1893. Encourage Diversity 1894. Manage Conflict 1905. Ensure Quality 1906. Continue Learning 1907. Conclusion 190AFTERWORD 193APPENDIX 195SAMPLES1 Objectives Sheet 282 Annual Report 313 Budget for a Short Book 564 Project Funding Proposal 575 Thank-You Letter 626 Letter to Raise Deficit Funds 717 Fundraising Strategy Matrix 798 Agenda for Fundraising Strategy Workshop 809 Thank-You Card 8010 Reply Card 13011 Direct Mail letter 13212 Approaches in the Works Log 16713 Donor Card 16814 Volunteer Profile 18215 Succession Planning Sheet 18516 Volunteer Position Description 187
