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Home Business Resources
Fund-Raising Fundamentals: A Guide to Annual Giving for Professionals and Volunteers (Nonprofit Law, Finance, and Management)
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Binding: Hardcover
Dewey Decimal Number: 658.15224
EAN: 9780471595359
ISBN: 0471595357
Label: John Wiley & Sons
Manufacturer: John Wiley & Sons
Number Of Items: 1
Number Of Pages: 432
Publication Date: 1994-03
Publisher: John Wiley & Sons
Studio: John Wiley & Sons
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Spotlight customer reviews:
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Customer Rating: 
Summary: If you want a fairly complete guide to tell you about Annual Giving Programs that all NPOs should have, then look no further!
Comment:
As fundraising books go, this is a pretty good one. I didn't love it because it was kind of dry. But I'm going to throw it a bone with a 5-star because it is packed with content. And I didn't see any inaccuracies in what it talks about.
This book concentrates on the methods and techniques nonprofits use to promote annual giving or donations. It's about what nonprofit fundraisers call Annual Giving Programs (AGPs) which help nonprofits finance their annual operating budgets. Other fundraising topics could have been major gift capital and endowment campaigns, and major gift planned giving campaigns. But they were not covered in this book
AGPs are the backbone to any nonprofit's fundraising efforts. They are like the sales prospecting efforts that salespeople perform when trying to create a customer or client base for a for-profit venture. It's strictly a numbers game. The more people contacted by the nonprofit month in and month out, then the more likely the nonprofit will find people interested in giving a little to the nonprofit.
In sales one tries to build rapport with prospects and turn them into candidates or buyers. As a relationship develops between a salesperson and a prospect, the more likely the prospect is to become a buyer. And once a buyer buys once, then they are more likely to buy again and again as long as the salesperson does not trash the relationship that has developed.
Well, the process followed in AGPs works the same way. In this book the author explains that nonprofits hit the donor prospects with direct mail pieces. When a recipient nibbles, then they follow up with a request for a small donation while at the same time attempting to build rapport with them. Over the next year a few more contacts are made to further build rapport and start a relationship. As the relationship evolves (if it does), then the donor ends up giving more and more gifts as time goes on. Ultimately, over many years the nonprofit has such a well-developed database of donors that it starts hitting on them for major gifts (over $10,000) and planned gifts (over $10,000) as part of its AGP.
Besides direct mail which the author explains very well in this book, AGPs in their second year or later use telephone and telemarketing, and email and Web sites, to the mix of methods to move a first time giver into being a second time giver and more. There are also membership drives, activities, and special events that represent yet other ways nonprofits build robust databases of donors that support them.
Whether or not direct mail is ever used by a nonprofit for fundraising, just about all nonprofits seek sponsorships from corporations and grants from foundations as part of their AGPs. And smart nonprofits also take advantage of publicity and public relations efforts to attract donors. Some resort to advertising, but this is not the norm.
My favorite part of the book was Chapter 13 that gave a wonderful overview of how to manage a comprehensive AGP. The book is clear, well organized, and fairly well written. I also very much liked the inclusion of the List of Exhibits (many exhibits were included). It made the book easier to digest and to use as a resource. 5 stars!
Customer Rating:
Summary: An invalauable resource
Comment: Fundraising Fundamentals by James Greenfield has been around for some time, and I have used it as a trusted resource time and again. This new edition is even better than the first. There are new sections covering telephone/telemarketing sklls, corporate solicitation, and the internet (this is particularly useful). There are also plenty of case studies and examples to help readers learn to implement the guidance Greenfield provides in their own nonprofit. Whatever your experience/skill level in your nonprofit, this is the one resource you should not do without!
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Editorial Reviews:
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"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 donors
* Membership organizations and donor clubs
* Methods of donor renewal, upgrading, and reward
* Recruiting and training volunteer solicitors
* Multimedia and Internet soliciting techniques
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