Fundraising for Social Change

Fundraising for Social Change is the preeminent guide to securing funding, with a specific focus on progressive nonprofit organizations with budgets under $5 million. Used by nonprofits nationally and internationally, this book provides a soup-to-nuts prescription for building, maintaining, and expanding an individual donor program. Author Kim Klein is a recognized authority on all aspects of fundraising, and this book distills her decades of expertise into fundraising strategies that work. This updated seventh edition includes new information on the impact of generational change, using social media effectively, multi-channel fundraising, and more, including expanded discussion on retaining donors and on legacy giving. Widely considered the 'bible of grassroots fundraising,' this practically-grounded guide is an invaluable resource for anyone who has to raise money for important causes. A strong, sustainable fundraising strategy must possess certain characteristics. You need people who are willing to ask and realistic goals. You need to gather data and use it to improve results, and you need to translate your ideas in to language donors will understand. A robust individual donor program creates stable and long-term cash flow, and this book shows you how to structure your fundraising appropriately no matter how tight your initial budget.

• Develop and maintain a large base of individual donors
• Utilize strategies that pay off sooner rather than later
• Expand your reach and get your message out to the donor pool
• Translate traditional fundraising methods into strategies that work for social justice organizations with little or no front money

Basing your fundraising strategy on the contributions of individual donors may feel like herding cats—but it's the best way for your organization to maintain maximum freedom to pursue the mission that matters. A robust, organized, planned approach can help you reach your goals sooner, and Fundraising for Social Change is the field guide for putting it all together to make big things happen.

KIM KLEIN is an internationally known fundraising trainer and defining figure in the field of grassroots fundraising. A tireless supporter of organizations with small budgets working for social justice, she is the author of five books, including the award-winning Reliable Fundraising in Unreliable Times.

Online Content xiv

Acknowledgments xv

Introduction to the 7th Edition xvii

About The Author xix

Part One What's New, What's Hot, What's Over, What's Not 1

1 Nonprofits and the Money They Raise 3

2 Creating a Fundraising Philosophy 15

3 Be Clear About What the Money Will Do 19

4 What You Have to Understand to Begin Fundraising 29

5 The Importance of a Good Board of Directors 35

Part Two Ask Them, Thank Them, Ask Them Again 51

6 Financial Needs and Fundraising Strategies 53

7 Thank Before You Bank 65

8 Getting Comfortable with Asking 75

9 Ask a Real Prospect 83

10 How to Ask 93

11 Strengthening Relationships by Creating Categories of Donors 105

Part Three Strategies for Acquisition and Retention 113

12 Multi-Channel Fundraising 115

13 What Successful Mass Appeals Have in Common 119

14 Direct Mail 129

15 Online Fundraising 151

16 Using the Telephone 163

17 Special Events 181

18 Establishing Voluntary Fees for Service 195

19 Door-to-Door and Street Canvassing 203

20 Opportunistic Fundraising 213

Part Four Inviting Current Donors to Make Bigger Gifts 219

21 Building Major Donor Programs 221

22 Setting Up and Maintaining Recurring Donor Programs 235

23 Legacy Giving 243

24 Setting Up an Endowment 257

Part Five Using a Campaign Strategy for Raising Large Amounts of Money 267

25 What All Large Campaigns Have in Common 269

26 Raising Money for Capital 277

27 Endowment Campaigns 287

28 Conducting Feasibility Studies 291

Part Six Budgeting and Planning 295

29 Developing a Budget 297

30 Creating a Fundraising Plan 307

31 The Perennial Question of Clean and Dirty Money 317

32 What to Do in Case of Financial Trouble 321

Part Seven Fundraising Management 325

33 Infrastructure for Fundraising 327

34 Hiring a Development Director 335

35 Using a Consultant, Coach, Mentor, or Trainer 345

36 Dealing with Anxiety 353

Part Eight You the Fundraiser 357

37 Know What You Need to Know 359

38 Working with Your Executive Director 367

39 Working with Volunteers 375

40 When You Encounter Ethical Dilemmas 383

Part Nine Special Circumstances 389

41 Raising Money in Rural Communities 393

42 Fundraising for a Coalition 403

43 When No One Is Paid 409

44 When You Are Just Starting Out 415

Index 419

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