Fundraising Principles and Practice

The complete guide to fundraising planning, tools, methods, and more Fundraising Principles and Practice provides a unique resource for students and professionals seeking to deepen their understanding of fundraising in the current nonprofit environment. Based on emerging research drawn from economics, psychology, social psychology, and sociology, this book provides comprehensive analysis of the nonprofit sector. The discussion delves into donor behavior, decision making, social influences, and models, then uses that context to describe today's fundraising methods, tools, and practices. A robust planning framework helps you set objectives, formulate strategies, create a budget, schedule, and monitor activities, with in-depth guidance toward assessing and fine-tuning your approach. Coverage includes online fundraising, major gifts, planned giving, direct response, grants, corporate fundraising, and donor retention, with an integrated pedagogical approach that facilitates active learning. Case studies and examples illustrate the theory and principles presented, and the companion website offers additional opportunity to deepen your learning and assess your knowledge. Fundraising has become a career specialty, and those who are successful at it are among the most in-demand in the nonprofit world. Great fundraisers make an organization's mission possible, and this book covers the essential information you need to help your organization succeed. Adopt an organized approach to fundraising planning Learn the common behaviors and motivations of donors Master the tools and practices of nonprofit fundraising Manage volunteers, monitor progress, evaluate events, and more Fundraising is the the nonprofit's powerhouse. It's the critical component that supports and maintains all activities, and forms the foundation of the organization itself. Steady management, clear organization, effective methods, and the most up-to-date tools are vital to the role, and familiarity with donor psychology is essential for using these tools to their utmost capability. Fundraising Principles and Practice provides a comprehensive guide to all aspects of the field, with in-depth coverage of today's most effective approaches.

Table of Contents:
Figures and Tables xiii Preface xxi Acknowledgments xxv The Authors xxvii 1 Introduction to the Nonprofit Sector 1 Objectives 1 Introduction 2 A “Third” Sector 2 A Tax-Based Definition 6 A Structural-Operational Definition 14 Size and Economic Significance of the Nonprofit Sector 17 Sources of Income 20 Philanthropic Income 21 Summary 24 Discussion Questions 25 References 25 2 The Development of a Profession 27 Objectives 27 Introduction 28 Early American Fundraising 28 The Great Philanthropists 31 Key Historical Figures 32 Toward a Profession 34 Looking to the Future 42 Summary 45 Discussion Questions 45 References 46 3 Fundraising Ethics 48 Ian MacQuillin Objectives 48 Introduction 48 What is Ethics? 49 Pressure in Fundraising: An Ethical Case 61 Normative Fundraising Ethics 63 Summary 73 Discussion Questions 74 References 75 4 Individual Giving Behavior 78 Objectives 78 Introduction 79 Who Gives? 79 Motivation 84 Self-Interest Versus Altruism 85 Definition of Donor Behavior 91 Modeling Donor Behavior 92 Attention 94 Perception 95 Emotion 97 Knowledge 100 Attitudes 104 Donor Decision Making 109 Feedback 111 Alternative Models 113 Summary 115 Discussion Questions 115 References 116 5 Social Influences on Giving 121 Objectives 121 Introduction 121 A Social Giving Model 122 Societal Environment 123 Social Environment 124 Summary 135 Discussion Questions 136 References 137 6 Fundraising Planning: The Fundraising Audit 139 Objectives 139 Introduction 139 A Planning Framework 140 The Fundraising Audit 144 Analytical Tools 156 Fundraising Metrics 165 Conducting an Audit in a Small Nonprofit 167 The SWOT Analysis 168 Summary 169 Discussion Questions 170 References 171 7 Fundraising Planning 172 Objectives 172 Introduction 172 Setting Fundraising Objectives 173 Key Strategies 177 Case for Support 209 Tactical Plans 209 Selection of an Appropriate Planning Framework 212 Summary 213 Discussion Questions 214 References 215 8 Case for Support 218 Objectives 218 Introduction 218 Summary 233 Discussion Questions 234 References 234 9 Assessing Fundraising Performance 236 Objectives 236 Introduction 236 Aggregate Fundraising Ratios 237 Conducting a Fundraising ROI Analysis 244 Other Measures of Performance 250 Benchmarking Fundraising Cost 252 Sector Benchmarking Initiatives 255 Making Investment Decisions 259 Accounting for Risk 271 Making the Case for Investment 272 Summary 272 Discussion Questions 273 References 274 10 Direct Response Fundraising 276 Objectives 276 Introduction 276 Cornerstones of Direct Response 278 Acquisition Planning 280 Setting Recruitment Objectives 281 Segmentation 282 Profiling 284 Targeting 285 Media Selection and Planning 286 Two-Step Campaigns 306 The Nature of the Fundraising Message 307 Fulfillment 313 Budgeting Control and Evaluation 314 Summary 316 Discussion Questions 316 References 317 11 Digital Fundraising 318 Adrian Sargeant and Steven Shattuck Objectives 318 Introduction 318 The Digital Giving Index 319 A Digital Communications Mix 321 Search Engine Optimization 322 Viral Marketing 343 Website Design 350 Mobile Technology 353 Donation Processing 357 Summary 358 Discussion Questions 358 References 359 12 Social Media 360 Steven Shattuck and Adrian Sargeant Objectives 360 Introduction 360 The Major Players 362 Other Social Networks 368 Developing a Strategy 369 Formulating a Content Strategy 373 Integrating Your Approach 375 Leveraging Fans, Followers, and Influencers 381 Algorithms and Getting Your Content Seen 384 Measuring the Effectiveness of Your Social Media Efforts 387 Safeguarding Contacts 388 Summary 389 Discussion Questions 389 References 390 13 Donor Retention and Development 392 Objectives 392 Introduction 392 What is Loyalty? 395 Recruiting the Right People 397 Building Donor Loyalty 400 Planning for Retention 410 Relationship Fundraising 414 Relationship Fundraising 2.0 417 Calculating Donor Value 418 Segmenting for Growth 427 Loyalty Metrics 430 Summary 431 Discussion Questions 432 References 432 14 Major Gift Fundraising 435 Robert F. Hartsook and Adrian Sargeant Objectives 435 Introduction 435 Characteristics of Major Givers 437 Motives of Major Givers 438 Major Donor Recruitment 444 Qualification 447 Summary 460 Discussion Questions 460 References 461 15 Bequest, In Memoriam, and Tribute Giving 463 Claire Routley and Adrian Sargeant Objectives 463 Estate Planning 467 Who Leaves Bequests? 470 Why Do People Give? 473 Legacy-Specific Motives 477 Soliciting Bequests 481 Talking the Language of Bequest 486 Stewarding Bequest Donors 491 Systems and Processes 493 In-Memory Giving 493 Summary 496 Discussion Questions 496 References 497 16 Planned Giving 501 Matthew J. Beem and Adrian Sargeant Objectives 501 Introduction 501 Planned Giving Vehicles 504 Donor Motivation 515 Soliciting Planned Gifts 516 Planned Gift Donor Stewardship 519 Planned Gift Donor Appreciation 521 Managing the Planned Giving Function 522 Summary 524 Discussion Questions 525 References 525 17 Corporate Giving and Fundraising 526 Objectives 526 Introduction 526 History 528 Why Do Corporations Give? 529 Forms of Business Support 534 Whom to Ask? 544 The Benefits and Pitfalls 548 Fundraising Planning 549 Summary 557 Discussion Questions 557 References 558 18 Grant Fundraising 562 Objectives 562 Introduction 562 Definitions and Categories 563 Foundation Funding Trends 565 Preparation and Planning 567 Foundation Research 569 Prioritizing Effort 572 Initial Contact 573 The Application/Proposal 573 Building Relationships 579 The Grant Cycle 580 International Funding 584 Summary 585 Discussion Questions 586 References 587 19 Fundraising Events 589 Karin L. Cox Objectives 589 Introduction 589 A Typology of Events 591 Anatomy of an Event 602 Evaluating Fundraising Events 607 Summary 610 Discussion Questions 611 References 611 20 Managing Fundraising Volunteers 612 Walter Wymer and Adrian Sargeant Objectives 612 Introduction 612 Formal versus Informal Volunteering 615 Volunteer Recruitment 620 Retention Strategies 632 Program Evaluation 639 Summary 640 Discussion Questions 641 References 641 21 Leading Fundraising Teams 644 Objectives 644 Introduction 644 Trait Theory 645 Behavioral Theories 648 Contingency Theory 650 Contemporary Leadership Theories 657 Summary 666 Discussion Questions 667 References 667 22 Managing Public Trust and Confidence 670 Objectives 670 Introduction 670 Public Trust and Confidence 673 Building Trust in the Sector 675 Growing Confidence in the Nonprofit Sector 679 Building Trust in Organizations 684 Building Confidence in the Organization 685 Summary 688 Discussion Questions 688 References 689 Name Index 691 Subject Index 694

About the Author :
ADRIAN SARGEANT is the director of the Hartsook Centre for Sustainable Philanthropy at Plymouth University in the UK. He is the author and coauthor of several books, including Fundraising Management, Building Donor Loyalty, and Marketing Management for Nonprofit Organizations. JEN SHANG is director of Research at the Hartsook Centre for Sustainable Philanthropy at Plymouth University and professor of Philanthropic Psychology. The world's only philanthropic psychologist, her work has been featured in The New York Times, The Chronicle of Philanthropy and on National Public Radio.