Adopt an organized approach to fundraising planning
In it’s third edition Fundraising Principles and Practice is a unique resource for students and professionals seeking to deepen their understanding of fundraising in the current nonprofit environment. Based on emerging research in economics, psychology, social psychology, and sociology, this book comprehensively analyzes the factors that impact the fundraising role in the nonprofit sector. Readers will explore donor behavior, decision making, and social influences on giving. Building upon that background, authors Adrian Sargeant and Jen Shang then 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 on assessing and fine-tuning your approach.
With updated case studies and examples, this book helps you develop a concrete understanding of the theory and principles of fundraising. A companion website offers additional opportunity to deepen your learning and assess your knowledge. Updates to this Third Edition include the latest research and new content in rapidly changing areas of fundraising, such as digital and social media.
- 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 Principles and Practice provides working nonprofit professionals, as well as postgraduate students studying fundraising, with a comprehensive guide to all aspects of the field, including in-depth coverage of today's most effective approaches.
Table of Contents:
Figures, Tables, and Exhibits
Preface
Acknowledgments
The Authors
1. Introduction to the Nonprofit Sector
Objectives
Introduction
A “Third” Sector
A Tax-Based Definition
A Structural-Operational Definition
Size and Economic Significance of the Nonprofit Sector
Sources of Income
Philanthropic Income
Summary
Discussion Questions
References
2 The Development of a Profession
Objectives
Introduction
Early American Fundraising
The Great Philanthropists
Key Historical Figures
Toward a Profession
Looking to the Future
So Who are our Fundraisers
Retaining Fundraisers
Summary
Discussion Questions
References
3 The Ethics of Professional Fundraising
Objectives
Introduction
Ethics 101
Fundraising Ethics
Applying Normative Fundraising Ethics in practice
Summary
Discussion Questions
References
4 Individual Giving Behavior
Objectives
Introduction
Who Gives?
Motivation
Self-Interest Versus Altruism
Emotions as Motives
The role of Empathy
The role of Values
Modeling Donor Behavior
Attention
Perception
Emotion
Knowledge and Memory
Attitudes
Donor Decision Making
Feedback
Alternative Models
Summary
Discussion questions
References
5 Social Influences on Giving
Objectives
Introduction
A Social Giving Model
Societal Environment
Social Environment
Summary
Discussion Questions
References
6 Fundraising Planning: The Fundraising Audit
Objectives
Introduction
A Planning Framework
The Fundraising Audit
Analytical Tools
Fundraising Metrics
Conducting an Audit in a Small Nonprofit
The SWOT Analysis
Summary
Discussion Questions
References
7 Fundraising Planning
Objectives
Introduction
Setting Fundraising Objectives
Key Strategies
Overall Direction
Market Segmentation: Segmenting Individual Donor Markets
Behavioral Segmentation
Segmenting Business Markets
Targeting
Positioning Strategy
Branding
Case for Support
Tactical Plans
Budget
Scheduling
Monitoring and Control
Selection of an Appropriate Planning Framework
Summary
Discussion Questions
References
8 Articulating the Case for Support
Objectives
Introduction
Storytelling
Summary
Discussion Questions
References
9 Assessing Fundraising Performance
Objectives
Introduction
Aggregate Fundraising Ratios
Conducting a Fundraising ROI Analysis
Other Measures of Performance
Benchmarking Fundraising Cost
Sector Benchmarking Initiatives
Taking Investment Decisions
Accounting for Risk
Making the Case for Investment
Summary
References
10 Direct Response Fundraising
Objectives
Introduction
Cornerstones of Direct Response
Acquisition Planning
Setting Recruitment Objectives
Segmentation
Profiling
Targeting
Media Selection and Planning
Two-Step Campaigns
The Nature of the Fundraising Message
Fulfillment
Budgeting Control and Evaluation
Summary
Discussion Questions
References
11 Digital Fundraising
Adrian Sargeant and Steven Shattuck
Objectives
Introduction
Key Sources of Information
A Digital Fundraising Mix
Search Engine Optmization (SEO)
Digital Public Relations
Display Advertising
Opt-in Email
Viral Marketing
Website Design and Optimization
Giving Page Design
Mobile
Conclusion
Discussion Questions
References
12 Social Media
Steven Shattuck and Adrian Sargeant
Objectives
Introduction
The Major Players
Other Social Networks
Developing a Strategy
Formulating a Content Strategy
Integrating Your Approach
Leveraging Fans, Followers, and Influencers
Algorithms and Getting Your Content Seen
Measuring the Effectiveness of Your Social Media Efforts
Safeguarding Contacts
Summary
Discussion Questions
References
13 Donor Retention and Development
Objectives
Introduction
Recruiting the Right People
Building Donor loyalty and Retention
Planning for Retention
Relationship Fundraising
Calculating Donor Value
Segmenting for Growth
Loyalty Metrics
Summary
Discussion Questions
References
14 Major Gift Fundraising
Robert F. Hartsook and Adrian Sargeant
Objectives
Introduction
Characteristics of Major Givers
Motives of Major Givers
Major Donor Recruitment
Qualification
Summary
Discussion Questions
References
15 Bequest, In Memoriam, and Tribute Giving
Claire Routley and Adrian Sargeant
Objectives
Introduction
Estate Planning
Who Leaves Bequests?
Why Do People Give?
Legacy-Specific Motives
Soliciting Bequests
Talking the Language of Bequest
Stewarding Bequest Donors
Systems and Processes
In-Memory Giving
Summary
Discussion Questions
References
16 Planned Giving
Matthew J.Beem and Adrian Sargeant
Objectives
Introduction
Planned Giving Vehicles
Donor Motivation
Soliciting Planned Gifts
Planned Gift Donor Stewardship
Planned Gift Donor Appreciation
Managing the Planned Giving Function
Summary
Discussion Questions
References
17 Corporate Giving and Fundraising
Objectives
Introduction
History
Why Do Corporations Give?
Forms of Business Support
Whom to Ask?
The Benefits and Pitfalls
Fundraising Planning
Summary
Discussion Questions
References
18 Grant Fundraising
Objectives
Introduction
Definitions and Categories
Foundation Funding Trends
Preparation and Planning
Foundation Research
Prioritizing Effort
Initial Contact
The Application/Proposal
Theory of Change
Building Relationships
The Grant Cycle
International Funding
Summary
Discussion Questions
References
19 Fundraising Events
Karin L. Cox and Adrian Sargeant
Objectives
Introduction
Summary
Discussion Questions
References
20 Managing Fundraising Volunteers
Walter Wymer and Adrian Sargeant
Objectives
Introduction
Formal Versus Informal Volunteering
Volunteer Recruitment
Retention Strategies
Program Evaluation
Summary
Discussion Questions
References
21 Great Fundraising
Objectives
Introduction
What Drives Fundraising Success?
Leadership Styles in Fundraising
Leadership and Great Fundraising
The Focus of Great Fundraising Leadership
A Final Word on Donor Centricity
Discussion Questions
References
Subject Index
Name Index
About the Author :
ADRIAN SARGEANT is the Co-Director of the Institute for Sustainable Philanthropy in the U.K. Professor Sargeant is widely regarded as the leading academic authority on fundraising.
JEN SHANG is the world's only Philanthropic Psychologist. She is currently Co-Director at the Institute for Sustainable Philanthropy in the U.K.
