简介
"Proper application of the fund development process can define an organization's potential for public support and the direct means to achieve it, and can realize, even predict with reliability, the income an organization can and should expect at any moment in time."--James M. Greenfield. As the driving force behind every not-for-profit, fund raising is a key to an organization's success in fulfilling its mission. However, while it's important to develop the skills needed to raise money, it's equally important to know how to allocate it properly in order to meet your goals. Now revised and expanded, this practical resource provides an accessible game plan for not only raising funds, but also developing them effectively for increased productivity and profitability. Written by James M. Greenfield, a leading authority in the field, Fund Raising takes you step-by-step through the entire fund development process, from planning and marketing to community relations and donor management. Beginning with an examination of philanthropic history and perspective, it goes on to describe the individual elements of the development process, as well as the organizational requirements needed for the process to work. With detail and clarity, Greenfield covers such essential bases as the evaluation of program effectiveness, policies and procedures for public solicitation, the fund raising environmental audit, matching gift programs, donor recognition, special projects campaigns, and much more. Threaded throughout the book is the theme of "friend raising and relationship building," both vital components of increasing capability and capacity to address the needs of today, with an eye toward those of tomorrow. Along with an added, in-depth discussion of ethics, the Second Edition introduces new best practices that have developed over the past few years, and features updated data, useful worksheets, such as economic statistics, demographics, and reports from the American Association of Fund-Raising Council. Packed with numerous examples, case studies, and checklists, this exhaustive resource is essential reading for anyone looking to achieve--and maintain--fund-raising success. "There is the current need for a better understanding of how the fund development process can best be utilized and improved so that community benefits can be realized with adequate funding. This book is intended to be a contribution to that end." --from the Preface Now revised and expanded, this practical resource takes you through the entire fund development process, giving you the master plan necessary for realizing the full fund-raising potential of your nonprofit organization. Covering everything from accountability and stewardship to public solicitation and donor relations, the Second Edition has been updated to include the latest economic figures, demographics, and reports from the American Association of Fund-Raising Council, as well as an added, in-depth discussion of ethics, worksheets for performance analysis, and new best practices that have developed over the past few years. Jacket Design: Andrew Liefer
目录
List of Exhibits p. ix
Foreword p. xiii
Preface to the Second Edition p. xv
Acknowledgments p. xix
Giving Money to Charity: An American Tradition p. 1
Communities in Need: Return of Civil Society p. 2
Understanding Philanthropy: Needs and Causes p. 4
Institutional Leadership and Professionalism p. 9
The Donor: From Aspirations to Instinctive Reply p. 12
The Solicitor: A Job to Be Done Well p. 18
Understanding the "Development Process" p. 24
Accountability, Ethics, and Stewardship p. 29
Donor Recognition p. 31
Readiness Tests p. 32
Legal Organization and Tax-Exempt Status p. 33
Popular Myths About Not-for-Profit Organizations p. 44
Why Planning Is Important p. 45
Leadership from the Board of Directors p. 47
Mission p. 49
The Institution Master Plan p. 51
The Fund-Raising Environmental Audit p. 63
Fund-Raising Productivity Analysis p. 76
Evaluating Fund-Raising Program Effectiveness p. 78
Budgeting and Accounting for Fund-Raising Success p. 86
Policies and Procedures for Public Solicitation p. 89
Stewardship p. 96
Pyramids Are Built from the Bottom Up p. 98
The Annual Giving Phenomenon: A Necessity and an Opportunity p. 98
Using the Mails to Acquire and Retain Donors p. 113
Telephone Solicitation p. 124
The Age of Visual Media p. 126
Special Events and Benefits p. 130
Support Group Organizations: "Friend Raising" p. 139
Donor Clubs and Associations p. 145
The Volunteer Personal Solicitation Campaign: The "Committee of Askers" p. 150
Other Annual Giving Methods p. 164
How to Report and Explain the Results of Annual Giving p. 176
Leadership Development: Involvement Plus Participation p. 183
Where Does Estate Planning Fit in Annual Giving? p. 189
Recognition Guidelines for Annual Donors p. 191
Annual Giving: A Perspective p. 195
The Middle Tier: Gifts from Institutions p. 197
Foundations' Purpose: To Give Money Away p. 202
Researching Foundations p. 209
Proposals: Preparation and Delivery p. 211
Corporations p. 217
What Not-for-Profit Organizations Should Know About Corporations p. 224
Corporate Proposals: Preparation and Delivery p. 228
Cause-Related Marketing p. 233
Matching Gift Programs p. 238
Associations, Clubs, Societies, and Other Organizations p. 240
Institutional Donor Relations p. 241
The Final Tier: Investment Decisions p. 243
Gift Planning: The Development of Benefactors p. 245
The Role of the Special Projects Campaign p. 273
The Major Capital Campaign p. 277
Exit Gifts: Estate Planning and Planned Giving p. 297
Donor Recognition: The Enhanced Version p. 309
Management of the Fund Development Process p. 312
Why Do People Become Fund Raisers? p. 314
Planning a Career by Changing Jobs p. 316
Management of Fund Development Office Operations p. 330
Related Organizations: More Than Raising Money p. 343
The Future: Full of Challenges p. 348
Measuring Success p. 375
The Last Word Is Still Recognition p. 376
A Manual of Fund Development Policy and Procedure for Not-for-Profit Organizations p. 381
Reality Tests for Cause-Related Marketing p. 408
Selected References p. 411
Index p. 421
Foreword p. xiii
Preface to the Second Edition p. xv
Acknowledgments p. xix
Giving Money to Charity: An American Tradition p. 1
Communities in Need: Return of Civil Society p. 2
Understanding Philanthropy: Needs and Causes p. 4
Institutional Leadership and Professionalism p. 9
The Donor: From Aspirations to Instinctive Reply p. 12
The Solicitor: A Job to Be Done Well p. 18
Understanding the "Development Process" p. 24
Accountability, Ethics, and Stewardship p. 29
Donor Recognition p. 31
Readiness Tests p. 32
Legal Organization and Tax-Exempt Status p. 33
Popular Myths About Not-for-Profit Organizations p. 44
Why Planning Is Important p. 45
Leadership from the Board of Directors p. 47
Mission p. 49
The Institution Master Plan p. 51
The Fund-Raising Environmental Audit p. 63
Fund-Raising Productivity Analysis p. 76
Evaluating Fund-Raising Program Effectiveness p. 78
Budgeting and Accounting for Fund-Raising Success p. 86
Policies and Procedures for Public Solicitation p. 89
Stewardship p. 96
Pyramids Are Built from the Bottom Up p. 98
The Annual Giving Phenomenon: A Necessity and an Opportunity p. 98
Using the Mails to Acquire and Retain Donors p. 113
Telephone Solicitation p. 124
The Age of Visual Media p. 126
Special Events and Benefits p. 130
Support Group Organizations: "Friend Raising" p. 139
Donor Clubs and Associations p. 145
The Volunteer Personal Solicitation Campaign: The "Committee of Askers" p. 150
Other Annual Giving Methods p. 164
How to Report and Explain the Results of Annual Giving p. 176
Leadership Development: Involvement Plus Participation p. 183
Where Does Estate Planning Fit in Annual Giving? p. 189
Recognition Guidelines for Annual Donors p. 191
Annual Giving: A Perspective p. 195
The Middle Tier: Gifts from Institutions p. 197
Foundations' Purpose: To Give Money Away p. 202
Researching Foundations p. 209
Proposals: Preparation and Delivery p. 211
Corporations p. 217
What Not-for-Profit Organizations Should Know About Corporations p. 224
Corporate Proposals: Preparation and Delivery p. 228
Cause-Related Marketing p. 233
Matching Gift Programs p. 238
Associations, Clubs, Societies, and Other Organizations p. 240
Institutional Donor Relations p. 241
The Final Tier: Investment Decisions p. 243
Gift Planning: The Development of Benefactors p. 245
The Role of the Special Projects Campaign p. 273
The Major Capital Campaign p. 277
Exit Gifts: Estate Planning and Planned Giving p. 297
Donor Recognition: The Enhanced Version p. 309
Management of the Fund Development Process p. 312
Why Do People Become Fund Raisers? p. 314
Planning a Career by Changing Jobs p. 316
Management of Fund Development Office Operations p. 330
Related Organizations: More Than Raising Money p. 343
The Future: Full of Challenges p. 348
Measuring Success p. 375
The Last Word Is Still Recognition p. 376
A Manual of Fund Development Policy and Procedure for Not-for-Profit Organizations p. 381
Reality Tests for Cause-Related Marketing p. 408
Selected References p. 411
Index p. 421
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