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EULA
by Kim Klein
Fundraising for Social Change, 7th Edition
ONLINE CONTENT
ACKNOWLEDGMENTS
INTRODUCTION TO THE 7TH EDITION
ABOUT THE AUTHOR
PART ONE What’s New, What’s Hot, What’s Over, What’s Not
chapter 1 Nonprofits and the Money They Raise
THE SIZE AND SCOPE OF THE SECTOR
WHERE MONEY FOR NONPROFITS COMES FROM
WHO RECEIVES CHARITABLE GIVING
chapter 2 Creating a Fundraising Philosophy
chapter 3 Be Clear About What the Money Will Do
WHAT IS IN THE CASE STATEMENT?
WHY DOES YOUR ORGANIZATION EXIST?
WHAT DO YOU MOST BELIEVE?
WHAT ARE YOUR GOALS AND OBJECTIVES?
WHAT DO YOU DO?
WHAT HAVE YOU ACCOMPLISHED?
WHO IS INVOLVED IN THIS ORGANIZATION AND HOW DOES IT RUN?
HOW MUCH DOES IT COST FOR YOUR ORGANIZATION TO FUNCTION, AND WHERE DO YOU GET YOUR MONEY?
CREATING A STRATEGIC PLAN
DEVELOPING THE CASE STATEMENT
chapter 4 What You Have to Understand to Begin Fundraising
FOCUS ON DIVERSIFYING DONORS
APPEAL TO PEOPLE WHO GIVE
WHY PEOPLE GIVE
ASKING PEOPLE TO GIVE IS EASY TO LEARN
chapter 5 The Importance of a Good Board of Directors
THE BOARD AND FUNDRAISING
TIME AND MONEY
THE ROLE OF PAID STAFF
OUR BOARD MEMBERS DON’T HAVE ANY MONEY
COMMON BOARD PROBLEMS AND SUGGESTED SOLUTIONS
MOVING PAST BOARD PROBLEMS
RECRUITING BOARD MEMBERS WILLING TO HELP WITH FUNDRAISING
THE ORIENTATION
ADVISORY BOARDS
USING OTHER VOLUNTEERS FOR FUNDRAISING
PART TWO Ask Them, Thank Them, Ask Them Again
chapter 6 Financial Needs and Fundraising Strategies
ANNUAL NEEDS
ASKING SEVERAL TIMES A YEAR
ATTRACTING NEW DONORS
CAPITAL NEEDS
ENDOWMENT AND RESERVE FUNDS
THREE GOALS FOR EVERY DONOR
THREE TYPES OF STRATEGIES
YOU CAN’T SAVE TIME
chapter 7 Thank Before You Bank
PEOPLE NEED TO BE APPRECIATED
DON’T DO AS I SAY
DO IT NOW
LOGISTICS AND CONTENT
SAMPLE COMPUTER-GENERATED THANK-YOU NOTES
THANK-YOU CALLS
COMMON QUESTIONS
chapter 8 Getting Comfortable with Asking
WHY WE’RE AFRAID TO ASK FOR MONEY
SPECIFIC FEARS
chapter 9 Ask a Real Prospect
ASK A PROSPECT
STEPS IN CREATING A PROSPECT LIST
chapter 10 How to Ask
THE MOST FORMAL APPROACH
SOMETIMES YOU ONLY NEED STEP 1 OR STEP 2
THE E-MAIL OR LETTER
THE PHONE CALL
THE MEETING
chapter 11 Strengthening Relationships by Creating Categories of Donors
CATEGORIES
OTHER SEGMENTS
STAYING IN TOUCH WITH DONORS
PART THREE Strategies for Acquisition and Retention
chapter 12 Multi-Channel Fundraising
chapter 13 What Successful Mass Appeals Have in Common
A GOOD LIST
AN UNDERSTANDING OF THE PSYCHOLOGY OF AN APPEAL
TEST AND EVALUATE
chapter 14 Direct Mail
ACQUISITION: GET SOMEONE TO GIVE FOR THE FIRST TIME
RETENTION: GET DONORS TO REPEAT THEIR GIFTS
UPGRADE: ASK DONORS TO RENEW THEIR GIFTS
USING DIRECT MAIL ON A SMALLER SCALE
DEVELOPING LISTS FOR DIRECT MAIL
CONSTRUCTING A DIRECT MAIL PACKAGE
THE DIRECT MAIL APPEAL PACKAGE
BENEFITS AND PREMIUMS
USING DIRECT MAIL TO SEEK RENEWAL GIFTS
NOTE
chapter 15 Online Fundraising
FOLLOW THE RESEARCH
FOCUS ON YOUR WEBSITE AND BUILDING YOUR E-MAIL LIST
DRIVING TRAFFIC TO YOUR SITE
E-MAIL
chapter 16 Using the Telephone
BASIC TECHNIQUE OF THE PHONE-A-THON
THE NIGHT OF THE PHONE-A-THON
AFTER THE PHONE-A-THON
GETTING PUBLICITY FOR YOUR PHONE-A-THON
OTHER USES OF THE PHONE-A-THON
chapter 17 Special Events
TYPES OF PEOPLE WHO ATTEND SPECIAL EVENTS
CHOOSING A FUNDRAISING EVENT
THE LOGISTICS OF A SPECIAL EVENT
TASKS OF THE COMMITTEE
WHAT NOT TO FORGET
THE EVALUATION
chapter 18 Establishing Voluntary Fees for Service
WHAT TO CHARGE FOR
VOLUNTARY FEES
INTRODUCING THE PROCESS OF COLLECTING FEES
WHEN SERVICE IS PROVIDED BY PHONE OR E-MAIL
chapter 19 Door-to-Door and Street Canvassing
ADVANTAGES AND DISADVANTAGES
ELEMENTS NEEDED TO RUN A CANVASS
SETTING UP A CANVASS
THE DOOR-TO-DOOR CANVASSER’S WORK DAY
RETAINING DONORS ACQUIRED THROUGH A CANVASS
chapter 20 Opportunistic Fundraising
TWO WEEKS OF FUNDRAISING OPPORTUNITIES
FIND YOUR OWN OPPORTUNITIES
PART FOUR Inviting Current Donors to Make Bigger Gifts
chapter 21 Building Major Donor Programs
SETTING A GOAL
DECIDING HOW MANY GIFTS AND WHAT SIZE
HOW MANY PEOPLE TO ASK
MATERIALS FOR MAJOR GIFT SOLICITATION
KEEPING IN TOUCH WITH MAJOR DONORS
RENEWING MAJOR DONOR GIFTS
THE HARDEST YEAR
chapter 22 Setting Up and Maintaining Recurring Donor Programs
CREATING A RECURRING DONOR PROGRAM
ONGOING PROMOTION
COLLECTING MONTHLY DONATIONS
KEEPING TRACK OF RECURRING DONORS
chapter 23 Legacy Giving
GETTING READY FOR A LEGACY GIVING PROGRAM
PREPARING TO TALK ABOUT LEGACY GIVING
THE IMPORTANCE OF A WILL
MOTIVATING DONORS TO MAKE A WILL
THE BEQUEST
GIFTS FROM INSURANCE AND RETIREMENT FUNDS
INTRODUCING YOUR LEGACY GIVING PROGRAM
chapter 24 Setting Up an Endowment
ENDOWMENT DEFINED
BENEFITS OF ENDOWMENTS
DISADVANTAGES OF ENDOWMENTS
CONSIDERING AN ENDOWMENT OR RESERVE FUND
THE AUTHORIZATION
PART FIVE Using a Campaign Strategy for Raising Large Amounts of Money
chapter 25 What All Large Campaigns Have in Common
STEP 1: SET A GOAL AND CREATE A GIFT RANGE CHART
STEP 2: CREATE THE TIMELINE
STEP 3: FORM A SOLICITATION TEAM
STEP 4: COMPILE AND ORGANIZE THE LIST OF PROSPECTS
STEP 5: SOLICIT THE GIFTS
chapter 26 Raising Money for Capital
BEST USE OF CAPITAL CAMPAIGNS
BEGINNING A CAPITAL CAMPAIGN
FOUR PHASES OF THE CAMPAIGN
POST-CAMPAIGN
chapter 27 Endowment Campaigns
SETTING A GOAL
THE SOLICITATION TEAM
A CLEAR CASE FOR SUPPORT
chapter 28 Conducting Feasibility Studies
WHO CONDUCTS THE FEASIBILITY STUDY
WHETHER TO DO A STUDY
WHAT FEASIBILITY STUDIES TELL YOU
ACHIEVING SUCCESS
PART SIX Budgeting and Planning
chapter 29 Developing a Budget
STEP 1: ESTIMATE EXPENSES AND INCOME SEPARATELY
STEP 2: MEET, COMPARE, NEGOTIATE
ONGOING MONITORING
chapter 30 Creating a Fundraising Plan
STEP 1: SET A GOAL
STEP 2: SPELL OUT THE DETAILS OF EACH INCOME STRATEGY
STEP 3: PLOT OUT YOUR PLANS FOR RAISING MONEY FROM INDIVIDUALS
STEP 4: DECIDE ON NUMBERS OF DONORS AND MATCH THEM TO STRATEGIES
STEP 5: PUT THE PLAN ONTO A TIMELINE AND FILL OUT THE TASKS
RAISE, DON’T CUT
chapter 31 The Perennial Question of Clean and Dirty Money
chapter 32 What to Do in Case of Financial Trouble
CASH FLOW PROBLEMS
DEFICIT SPENDING
SERIOUS ACCOUNTING ERRORS, MISMANAGEMENT OF FUNDS, OR EMBEZZLEMENT
PART SEVEN Fundraising Management
chapter 33 Infrastructure for Fundraising
GUIDELINES
WATCH FOR TIME SINKS
CALENDARS
ACTION PLANS
chapter 34 Hiring a Development Director
THE ROLE OF A FUNDRAISER OR DEVELOPMENT DIRECTOR
THE TASKS OF THE FUNDRAISER
SOLVING YOUR PROBLEMS
PAYING THE DEVELOPMENT DIRECTOR
HOW TO FIND A CAPABLE DEVELOPMENT DIRECTOR
chapter 35 Using a Consultant, Coach, Mentor, or Trainer
CONSULTANT
TRAINER
MENTOR
COACH
WORKING WITH A CONSULTANT
WHAT FUNDRAISING CONSULTANTS CAN DO
WHAT FUNDRAISING CONSULTANTS GENERALLY DON’T DO
HOW TO CHOOSE A CONSULTANT
PAYING CONSULTANTS
NO MIRACLE WORKERS
chapter 36 Dealing with Anxiety
RECRUIT VOLUNTEERS AND DELEGATE
KEEP YOUR PRIORITIES CLEAR
DETACH FROM THE RESULTS OF YOUR WORK
RECOGNIZE THAT THERE ARE EXTERNAL FORCES BEYOND YOUR CONTROL
TAKE CARE OF YOURSELF
PART EIGHT You the Fundraiser
chapter 37 Know What You Need to Know
INFORMATION YOU NEED FOR FUNDRAISING
FIND A GOOD DATABASE
THE IMPORTANCE OF DONOR RECORDS
KEEPING YOUR LIST IN SHAPE
YOUR FILING SYSTEM
STICKING WITH IT
chapter 38 Working with Your Executive Director
DEVELOPING A GOOD RELATIONSHIP
ON DEFENSIVENESS
chapter 39 Working with Volunteers
INVITE PEOPLE TO PARTICIPATE IN FUNDRAISING
TAKE THE TIME NECESSARY TO ORIENT VOLUNTEERS TO YOUR FUNDRAISING PROGRAM
HELP EACH VOLUNTEER CHOOSE THE FUNDRAISING STRATEGIES HE OR SHE WILL FEEL MOST COMFORTABLE USING
REMEMBER THAT GOOD ENOUGH IS GOOD ENOUGH
SHOW GENUINE AND FREQUENT APPRECIATION
GIVE VOLUNTEERS TIME OFF
chapter 40 When You Encounter Ethical Dilemmas
THREE MORAL DILEMMAS
THREE TOOLS
PART NINE Special Circumstances
chapter 41 Raising Money in Rural Communities
THE MANY DEFINITIONS OF RURAL
RAISING THE MONEY YOU NEED IN A RURAL COMMUNITY
PROSPECTS
STRATEGIES FOR RAISING MONEY
CONCLUSION
chapter 42 Fundraising for a Coalition
EXAMINE THE PROBLEM
SOME SOLUTIONS
chapter 43 When No One Is Paid
EFFECTIVE ORIENTATION OF NEW VOLUNTEERS
FINDING VOLUNTEERS
chapter 44 When You Are Just Starting Out
Index
EULA
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