Essential Principles for Fundraising Success
An Answer Manual for the Everyday Challenges of Raising Money
1. Edition June 2012
206 Pages, Softcover
Wiley & Sons Ltd
Essential Principles for Fundraising Success is a single-source, easy-access guide that offers answers to the most commonly asked questions posed by professional fundraisers and volunteers. Organized in a clear, easy-to-use question and answer format, Essential Principles for Fundraising Success takes on the challenges that arise daily in the ongoing, high-pressured business of raising money. In this book, G. Douglass Alexander and Kristina Carlson (the founders of the successful Internet-based, fundraising consulting firm FundraisingINFO) offer insight from their combined forty-six years of experience working with thousands of nonprofit organizations. Based on the enduring principles of fundraising, this important resource shows how to master the three mainstays of fundraising--developing a case statement, creating a campaign strategy, and securing big gifts. Essential Principles for Fundraising Success also offers creative, out-of-the-box solutions for convincing reluctant board members and other stakeholders to follow proven, effective fundraising strategies
Preface ix
Acknowledgments xi
Introduction: Purpose and Observations 1
1 Principles of Fundraising: Time-Tested Truths 5
2 Essential Fundraising Tools: Focusing Your Work 10
3 The Board: Where Fundraising Begins 19
4 Research: Working Smarter 29
5 Annual Campaigns: The Basis for the Future 39
6 Direct Mail: How to Build Your Donor Base 54
7 Special Events: Making Friends, Raising Funds, and Having Fun 66
8 Major Gifts: Getting to the Big Gifts 84
9 Capital Campaigns: Building Success 96
10 Planned Giving: You Can Do It 116
11 Foundation Grants: Writing and Other Keys to Success 131
12 Corporate Dollars: Sponsorship, Marketing, and More 143
13 Technology: Embrace It 154
14 Stewardship: Saying Thanks Pays Dividends 164
15 Putting It All Together 180
References 183
The Authors 185
Index 187
and then follow the principles, you will raise a ton of
money."
--Michael E. Shapiro, Nancy and Holcombe T. Green Jr.
Director, High Museum of Art
"Put this book in your back pocket and don't leave home
without it. The Essential Principles for Fundraising Success
is the quintessential guide for the fundraiser--both the
novice and the seasoned professional."
--Cynthia M.Adams, CEO and president, Grantstation.com,
Inc.
"This is a wonderful, practical guide that every professional
will find valuable. It is full of advice and tips that are
insightful and timely."
--Jimmie R. Alford, founder and chairman, The Alford
Group
"Too many times we complicate the basic fundamental principles
needed for successful fundraising. Doug and Kristina have
simplified it for us. Whether you are a 30-year professional who
needs reminding, or a new professional who need all the tools,
Essential Principles for Fundraising Success fills the
bill."
--Kurt Aschermann, senior vice president, chief
marketing and development officer, Boys and Girls Clubs of
America
"A terrific review of fundraising from direct mail to Internet,
in a question and answer format. It can't get any
easier."
--Ted Hart, president and CEO, ePhilanthropy
Foundation
"A 'must read' for fundraisers, regardless of their experience.
Easy to read, well written, and to the point, this book will become
the manual for professionals and volunteers in development."
--Daniel T. Gura, vice president for development and
university relations, The University of Tampa
Kristina J. Carlson, CFRE, is president of FundraisingINFO.com, an Internet-based fundraising consulting company.
