Fundraising Fundamentals: A Guide To Annual Givin G For Professionals And Volunteers, 2E
商品資訊
ISBN13：9780471209874
出版社：John Wiley & Sons Inc
作者：Greenfield
出版日：2002/03/11
裝訂／頁數：精裝／600頁
商品簡介
-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
作者簡介
目次
The Philanthropic Process.
Philanthropic Practice.
The Independent Sector and the Natureof Charitable Organizations.
The Role of Fund Development.
The Role of Annual Giving.
What to Use in Making Annual Gifts.
Chapter 2 Asking for Money:Begin with Testing by Mail.
Acquisition:The Everlasting Search.
Finding Likely First-Time Donors.
Testing,Testing,Testing.
Letter Texts:Write Love Letters!
Chapter 3 Direct Mail Acquisition:Constituency Building.
Meeting Changing Needs.
The Case for Annual Gift Support:Goals and Potential.
Goal Setting for Annual Giving Solicitation.
These Are Donors,Not Numbers.
The Annual Fund Master Schedule.
Making and Following Plans:The Frequencyof Appeals.
Plan to Be Flexible.
Where Pledges Fit in Annual Giving.
Acquisition through Mail Appeals.
Why Use the Mail?
Multiple Acquisition Methods.
Multiple Mailings.
When to Mail and How Often.
Improved Results with Multimedia Appeals.
Other Options for Acquisition Mailings.
Chapter 4 Donor Renewal:A Communications Art.
Communications Opportunities.
Involvement Opportunities.
Methods of Donor Renewal,Revival,and Reward.
Performance Analysis.
Donor Relations.
Chapter 5 Membership and Membership Associations.
Legal and Tax-Exempt Status.
Membership Options.
Basic Design.
Annual Dues and Gifts.
Benefits and Privileges.
The Value of a Gift Membership.
Management of Membership Associations.
Annual Giving Opportunities for Members.
Annual Membership Campaigns.
Operating Costs for Membership Programs.
Chapter 6 Telephone and Telemarketing Techniques.
Preparing for Telephone Solicitation.
The Volunteer Calling Program:Planning Is the Keyto Success.
Developing a Telemarketing Program.
Should You Hire a Professional Telemarketing Firm?
Budgeting for Telephone Solicitation.
Other Uses of the Telephone.
Chapter 7 Groups,Guilds,and Support Organizations.
The Auxiliary.
The Guild.
Donor Clubs: The Benefits of Organizing Donors.
Support Group Organizations.
Management of Groups,Guilds,andSupport Organizations.
Chapter 8 Soliciting Annual Gifts from Corporationsand Foundations.
Securing Annual Corporate Gifts.
Tax Deductions as a Motivation.
The Roles of Research,Relationships,and Requests.
The United Way Corporate Connection.
Corporate Matching Gifts: Untapped Gold?
Cause-Related Marketing:Yes,It s Money ButIt Is Not Philanthropy.
Securing Annual Foundation Gifts.
Research,Relationships,and Requests.
Donor Recognition for Corporations and Foundations.
Chapter 9 Internet Solicitation.
Artful Uses of the Internet for Annual Giving.
Cyberspace Law: Online Fundraising Rulesand Regulations.
Working with Application Service Providers.
Ethics Codes and Standards of Professional Practice.
Intellectual Property,Copyright,Privacy,and Security.
The Future of Internet Solicitation.
Chapter 10 Activities,Benefits,and Special Events.
Volunteer Development.
Recruitment.
Definitions and Differences.
Activities.
Benefits.
Special Events.
Management and Performance Measurement.
Chapter 11 The Volunteer-Led,Personal Solicitation AnnualGiving Campaign.
Developing Qualified Donors.
Recruiting and Training Volunteer Solicitors.
Campaign Leadership:The Key to Success.
Management of the Annual Giving Campaign.
Recognition and Reward.
Chapter 12 Other Ways to Raise Money Every Year.
Advertising and Coupons.
Commemorative and Tribute Giving.
Commercial Sales,Cause-Related Marketing,andAffinity Cards.
Door-to-Door and On-Street Solicitation.
Federated Campaigns.
Gambling and Games of Chance.
Multimedia Options.
Premiums.
Television and Telethon Solicitation.
Various Other Annual Giving Ideas of Merit.
Scams and Con Artist Fraud and Abuse.
Chapter 13 Managing the Comprehensive Annual Giving Program.
Balanced Participation:A Key to Success.
Managing Annual Giving Programs.
Board,CEO,and Employee Relations.
Management of Changing Annual Priorities.
Gift Reports.
Budget Preparation and Management.
Cost Benefit Standards and Guidelines.
Program Performance Measurement.
Office Functions,Operating Procedures,andComputer Support.
Training for All Staff Members.
Financial Accounting and Reporting.
Donor Relations.
Issues and Challenges for the Future of Annual Giving.
Concluding Thoughts.
Appendix A: Operating Rules and Procedures fora Support Group Organization.
Appendix B: Master Checklist for Activities, Benefits, andSpecial Events.
Appendix C: Glossary of Internet Terms.
Notes.
Selected References.
Index.
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