The Complete Guide to Fundraising Management

The Complete Guide to Fundraising Management is the comprehensive handbook for successful fundraising, with a practical focus that applies across the nonprofit sector. With a focus on planning, self-assessment, continual improvement, and high-payoff strategies, this book provides more than just ideas—it shows you the concrete, real-world actions that make it all happen, and gives you the tools you need to bring these concepts to life. This new fourth edition features the latest information about social media campaigning, internet fundraising, crowdfunding, and more. Timelines, checklists, and forms help you streamline management tasks to focus on effective development, and updated sample reports and budget information help you begin implementing these approaches quickly.

The nonprofit world is becoming increasingly competitive in terms of funding, and fundraisers are being asked to perform miracles more than ever before. This book offers a time-tested framework for fundraising success, with step-by-step guidance through the entire process from prospect to program.

• Understand and apply the major principles and best practices of fundraising
• Manage information, resources, development, and volunteers
• Adopt new approaches to relationship-building and prospect identification
• Write grants and fundraising materials that make a rock-solid case for support

There is never enough funding to go around. To survive and thrive, nonprofits must revitalize interest and generate more support. Gone are the days of door-knocking and bake sales; strategy is critical, and execution must be top-notch. The Complete Guide to Fundraising Management shows you the real-world strategies that get your programs funded.

STANLEY WEINSTEIN, ACFRE, EMBA, retired as president of Stanley Weinstein & Co. Over forty-five years, he distinguished himself as a consultant, teacher, and author. He is founding director of Best Chance, a nonprofit organization assisting people released from prison.

PAMELA BARDEN, DBA, CFRE, is a distinguished instructor for UCLA Extension, adjunct professor at University of La Verne, a monthly contributor to npENGAGE, and a weekly columnist for NonprofitPRO.

Foreword to the Fourth Edition xiii

Foreword to the Third Edition xiv

Preface xvii

A Note about the Website xix

Chapter 1 Five Major Fundraising Principles 1

People Give to People to Help People 1

People Give Relative to Their Means 2

Those Closest Must Set the Pace 3

Successful Fundraising 3

The 80/20 Rule is Becoming the 90/10 Rule 4

The Need for Balance 5

Chapter 2 Your Organization and the Nonprofit World 7

An Overview of the Sector—Broad Range of Services 7

Opportunities and Challenges 8

Working Together 9

Importance of Strategic Management 10

Be Sure Your Institution is Worthy of Support 12

Chapter 3 Managing the Resource Development Function 17

Analysis and Planning 17

Effectiveness: Doing the Right Things 21

Efficiency: Doing Things Right 23

Budgets and Financial Resources 25

Setting Fundraising Goals 30

Fundraising Modes 36

Special Issues Related to Small and Large Operations 42

Ethics 45

Evaluation 49

Chapter 4 The Case for Support and Fundraising Materials 51

The Case Statement 51

The Comprehensive Formal Case Statement 52

The Case Statement Process 54

Market- and Situation-Specific Case Statements 55

Presentations and Presentation Materials 55

Chapter 5 Managing Information 61

Record Keeping 62

Supporting Fundraising Strategies 62

Acknowledgments 63

Reports 64

Targeted Communications 66

The System 73

Establishing the Information System 74

File Systems and Procedures 77

Chapter 6 Prospect Identification, Research, and Segmentation 79

The Best Prospects 80

Prospect Research 83

Prospect Ratings and Evaluations 84

Know the Prospective Donor as a Person 94

Chapter 7 Nurturing Relationships 97

Friend-Raising Activities 97

Moves Management—Cultivating Real Relationships 105

Donor Acknowledgment 105

Four Parts of an Acknowledgment Program 110

Chapter 8 Major Gift Fundraising 115

When Major Gift Strategies are Appropriate 116

Preparing for a Major Gift Initiative 117

The Solicitation Interview (How to Ask for a Major Gift) 127

After the Solicitation 134

Solicitation Training and Role-Playing 134

Chapter 9 Direct Response: Mail and Online 137

Acquisition Mailings 138

Renew and Upgrade 141

Lapsed Donors 143

Public Relations and Information 144

Frequency 145

Ensuring Success 146

Elements of the Appeal Package 147

Mail Lists 155

Mail Preparation: What to Do In-House; What to Do with a Mail House 159

Social Media and Text-to-Give 163

Newsletters—Print and Electronic—as Part of the Direct Response Program 164

Websites 166

Chapter 10 Telemarketing as a Relationship-Building Tool 169

The Law and Telephone Solicitation 169

Volunteer Phone-a-Thon 170

Volunteer Phone-a-Thon Overview 171

Volunteer Recruitment 172

Orientation 173

Managing the Process 177

Phone and Mail Campaign Coordination 179

Ad Hoc Volunteer Calls 179

Professional Telephone Solicitation Campaigns 180

Chapter 11 Special Event Fundraising, Cause-Related Marketing, and Crowdfunding 183

Special Events: Choosing the Event 184

Implementing the Event 186

Cause-Related Marketing 189

Crowdfunding 190

Chapter 12 Grants 193

What is a Grant? 193

Government Grants and Contracts 194

Foundations 195

Foundation Research 196

Project Development 197

The Application 198

Acknowledgment and Reporting Requirements 201

Donor-Advised Funds 201

Chapter 13 Planned Giving 203

Defining Planned Giving 203

Importance of Planned Giving 203

Charitable Gift Instruments—Ways of Giving 204

Donor Education and the Planned-Giving Program 213

Endowment Fund 219

Sample Marketing Plan for Charitable Gift Annuities 220

Planned-Giving Societies 224

Chapter 14 Capital and Endowment Campaigns 225

Requirements for a Successful Campaign 225

Chronological Steps for Success 230

Building Endowments 242

Institutional Differences 245

Campaign Organization and Structure 249

Chapter 15 Human Resources 253

The Board of Directors 253

The Resource Development Staff 271

Volunteers 278

Working with Consultants 281

Chapter 16 Successful Fundraising in Large and Small Nonprofits 289

What Every Fundraiser Should Monitor 290

Decision Making 304

Small-Shop Fundraising 305

The Job—and the Joy—of Fundraising 306

About the Authors 309

Acknowledgments 311

Index 313

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