Fundraising principles and practice:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
San Francisco, Calif.
Jossey-Bass
2010
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Incl. bibliogr. references and indexes |
| Beschreibung: | XXXIII, 652 S. Ill., graph. Darst. 25 cm |
| ISBN: | 9780470450390 0470450398 |
Internformat
MARC
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|---|---|---|---|
| 001 | BV036700153 | ||
| 003 | DE-604 | ||
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| 008 | 101004s2010 ad|| |||| 00||| eng d | ||
| 015 | |a GBB001950 |2 dnb | ||
| 020 | |a 9780470450390 |9 978-0-470-45039-0 | ||
| 020 | |a 0470450398 |9 0-470-45039-8 | ||
| 035 | |a (OCoLC)460049944 | ||
| 035 | |a (DE-599)BVBBV036700153 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-521 | ||
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| 084 | |a QP 637 |0 (DE-625)141921: |2 rvk | ||
| 245 | 1 | 0 | |a Fundraising principles and practice |c Adrian Sargeant ... |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a San Francisco, Calif. |b Jossey-Bass |c 2010 | |
| 300 | |a XXXIII, 652 S. |b Ill., graph. Darst. |c 25 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Incl. bibliogr. references and indexes | ||
| 650 | 4 | |a Fund raising | |
| 650 | 4 | |a Nonprofit organizations / Finance | |
| 650 | 4 | |a Nonprofit organizations / Marketing | |
| 700 | 1 | |a Sargeant, Adrian |e Sonstige |4 oth | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020618607&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-020618607 | ||
Datensatz im Suchindex
| _version_ | 1804143339437555712 |
|---|---|
| adam_text | Titel: Fundraising principles and practice
Autor: Sargeant, Adrian
Jahr: 2010
CONTENTS
Figures, Tables, and Exhibits xv
Preface xxiii
Acknowledgments xxvii
The Authors xxix
PART ONE: INTRODUCTION TO FUNDRAISING AND DONOR BEHAVIOR 1
1 Introduction to the Nonprofit Sector 3
A Third Sector 4
A Tax-Based Definition 7
A Structural-Operational Definition 14
Size and Economic Significance of the Nonprofit Sector 15
Sources of Income 19
Philanthropic Income 20
Summary 23
Discussion Questions 24
vii
vjH Contents
2 The Development of a Profession 25
Early American Fundraising 26
The Great Philanthropists 28
Key Historical Figures 29
Toward a Profession 31
Looking to the Future 39
Summary 42
Discussion Questions 42
3 Ethical Fundraising 44
Eugene R. Tempel and Sarah K. Nathan
Obedience to the Unenforceable 46
The AFP Code of Ethical Principles and Standards 48
The Donor Bill of Rights 51
Common Ethical Dilemmas 53
Adopting Professional Codes 59
Summary 59
Discussion Questions 60
4 Individual Giving Behavior 61
Who Gives? 62
Motivation 66
Definitions of Donor Behavior 72
Modeling Donor Behavior 73
Donor Decision Making 90
Feedback 92
Alternative Models 93
Summary 95
Discussion Questions 96
5 Social Influences on Giving 97
A Social Giving Model 98
Societal Environment 100
Contents ix
Social Environment 100
Summary 111
Discussion Questions 112
PART TWO: FUNDRAISING PLANNING 113
6 Fundraising Planning: The Fundraising Audit 115
A Planning Framework 116
The Fundraising Audit 119
Analytical Tools 1 32
Fundraising Metrics 140
Conducting an Audit in a Small Nonprofit 142
The SWOT Analysis 143
Summary 144
Discussion Questions 145
7 Fundraising Planning 146
Setting Fundraising Objectives 147
Key Strategies 151
Tactical Plans 181
Budget 182
Scheduling 183
Monitoring and Control 184
Selection of an Appropriate Planning Framework 185
Summary 186
Discussion Questions 187
8 The Case for Support 188
Timothy L. Seller and Eva E. Aldrich
Preparing the Case 189
Case Expressions 194
Effective Case Expressions for Fundraising 195
Summary 198
Contents
Discussion Questions 199
9 Assessing Fundraising Performance 200
Aggregate Fundraising Ratios 201
Conducting a Fundraising ROI Analysis 207
Other Measures of Performance 213
Benchmarking Fundraising Costs 214
Sector Benchmarking Initiatives 217
Making Investment Decisions 221
Accounting for Risk 231
Making the Case for Investment 232
Summary 233
Discussion Questions 234
PART THREE: FUNDRAISING METHODS 237
10 Direct Response Fundraising 239
Cornerstones of Direct Response 241
Acquisition Planning 243
Summary 275
Discussion Questions 275
11 Fundraising Online: Techniques and Tools 276
Ted Hart and Adrian Sargeant
ePhilanthropy 279
Web Site Strategy 279
Fundraising Online 283
Online Communication Metrics 306
Summary 310
Discussion Questions 311
12 Donor Retention and Development 312
What Is Loyalty? 315
Recruiting the Right People 316
Contents xi
Building Donor Loyalty 319
Planning for Retention 328
Relationship Fundraising 334
Calculating Donor Value 336
Segmenting for Growth 345
Loyalty Metrics 349
Summary 350
Discussion Questions 350
1 3 Major Gift Fundraising 351
Robert F. Hartsook and Adrian Sargeant
Characteristics of Major Givers 352
Motives of Major Givers 354
Major Donor Recruitment 359
Summary 375
Discussion Questions 375
14 Bequest, In Memoriam, and Tribute Giving 377
Will Making 381
Charitable Bequest Giving 384
Motives for Charitable Bequest Giving 389
Soliciting Bequests 393
Talking the Language of Bequest 398
Memorial and Tribute Fundraising 403
Summary 405
Discussion Questions 405
15 Planned Giving 407
Matthew j. Beem and Adrian Sargeant
Planned Giving Vehicles 410
Donor Motivation 420
Soliciting Planned Gifts 422
Planned Gift Donor Stewardship 425
xj| Contents
Planned Gift Donor Appreciation 426
Managing the Planned Giving Function 427
Summary 429
Discussion Questions 430
16 Corporate Giving and Fundraising 431
Dwight F. Burlingame and Adrian Sargeant
History 433
Why Do Corporations Give? 434
Forms of Business Support 439
Cause-Related Marketing 443
Who to Ask? Selecting the Right Organization 447
Benefits and Pitfalls 450
Fundraising Planning 452
Summary 459
Discussion Questions 460
17 Grant Fundraising 461
Definitions and Categories 462
Foundation Funding Trends 463
Preparation and Planning 465
Foundation Research 468
Assessment and Prioritization 471
Initial Contact 471
Application and Proposal 472
Relationship Building 478
The Grant Cycle 478
Why Applications Fail 479
International Funding 482
Summary 483
Discussion Questions 484
Contents xiii
PART FOUR: FUNDRAISING AND CIVIL SOCIETY 487
18 Managing Fundraising Volunteers 489
Walter Wymer and Adrian Sargeant
Formal Versus Informal Volunteering 492
Volunteer Recruitment 497
Retention Strategies 509
Program Evaluation 515
Summary 516
Discussion Questions 51 7
19 Fundraising Events 519
Karin Cox
A Typology of Events 521
Anatomy of an Event 531
Evaluating Fundraising Events 535
Summary 538
Discussion Questions 538
20 Women and Philanthropy 540
Debra j. Mesch and Andrea Pactor
Capacity for Giving 541
Barriers to Women s Giving 542
Gender Matters 543
Women s Influence in Decision Making 544
Generational Differences 545
New Models of Engagement 547
Value of Donor Education 551
Women as Donors: The Fundraising Strategy 552
Measuring Impact 557
Summary 558
Discussion Questions 558
xlv Contents
21 Public Trust and Confidence 560
Trust and Confidence 563
Building Trust in the Sector 565
Lessons from Across the Pond 570
Crowing Confidence in the Nonprofit Sector 572
Building Trust in Organizations 576
Building Confidence in Organizations 577
Summary 580
Discussion Questions 581
22 The Social Role of Fundraising 582
Richard B. Cunderman
The Role of Giving 583
Human Flourishing 585
The Long View 587
Priorities 588
Fundraisers Dreams 591
Summary 593
Discussion Questions 593
References 595
Name Index 627
Subject Index 633
FIGURES, TABLES, AND EXHIBITS
Figures
1.1 Sources of Revenue for Reporting Public Charities, 2005 (percent) 20
1.2 Sources of Revenue for Reporting Public Charities,
Excluding Hospitals and Higher Education, 2005 (percent) 21
1.3 Charitable Giving 2008 21
2.1 American Red Cross Fundraising Poster 33
3.1 AFP Code of Ethical Principles and Standards 49
3.2 The Donor Bill of Rights 51
3.3 The E-Donor Bill of Rights 52
3.4 Returns That Organizations Might Generate from
Fundraising at Different Levels of Expenditure 56
4.1 Empathy-Generating Ad Produced by the Parkinson s
Disease Society of Singapore 71
4.2 Individual Giving Model 75
4.3 Example of Novelty in Advertising 76
4.4 Roseman s Cognitive Appraisal Theory of Emotion 79
4.5 Example of Knowledge Structure 83
4.6 Royal National Lifeboat Institution Ad 86
4.7 Sargeant and Woodliffe Model of Giving Behavior 94
5.1 Social Giving Model 99
xvi Figures, Tables, and Exhibits
5.2 The Effect of Social Information on Giving 103
5.3 The Effect of Social Information on Giving in the
Subsequent Year 104
5.4 The Effect of Social Network on Giving 107
5.5 How Much Do You Identify with Being a
Public Radio Member? 111
6.1 Generic Planning Framework 117
6.2 PEST Analysis for a Nonprofit Serving the Homeless
(Conducted Early 2008) 122
6.3 Sources of Fundraising Information 124
6.4 Life Cycle Concept 133
6.5 Using the Life Cycle for Planning 134
6.6 Portfolio Analysis 136
6.7 Sample Portfolio Analysis 139
7.1 Ansoff Matrix 152
7.2 American Generations 157
7.3 Sample Segments from the Tapestry Segmentation System 161
7.4 VALS Framework 165
7.5 Criteria for Segmentation of Industrial Markets 167
7.6 Multisegment Approach 169
7.7 Positioning of Children s Charities 171
7.8 Brand Touchpoints 174
7.9 A Brand Framework 175
7.10 Dimensions of a Nonprofit Brand 176
7.11 Salvation Army Ad 180
7.12 Fundraising Plan Structures 185
8.1 Developing the Case 190
9.1 Definitions of Categories of Fundraising Activity 210
9.2 Benchmarking Process 215
9.3 Illustrative Fundraising Effectiveness Project (FEP) Averages 219
9.4 Index of National Fundraising Performance 220
9.5 One-Year ROI for Acquisition Media 221
9.6 Comparison of One-Year and Five-Year ROIs 222
10.1 Cornerstones of Direct Response 241
10.2 Sources of New Donors 244
10.3 Contents of Typical Database Record 247
10.4 Heritage Foundation Donors 250
10.5 Budget for a Typical Fifty-Thousand-Piece Initial Test Mailing 252
10.6 Sample Successful Recruitment Mailing, Denver Rescue Mission 255
10.7 Sample Successful Recruitment Mailing, Ocean Conservancy 256
10.8 UnicefAd 258
Figures, Tables, and Exhibits xvii
10.9 Direct Dialogue Donor Recruitment 260
10.10 ASPCA DRTV Ad 264
10.11 Sample Letter 270
11.1 Benchmarking Analysis Data on Internet Giving from
Target Analytics 278
11.2 American Cancer Society Web Site 281
11.3 E-Fundraising Mix 284
11.4 IFAW Campaign Microsite 290
11.5 Social Networking and Web 2.0 Landscape 291
11.6 Kiva Online Ad 299
11.7 Viral Example: The Seagull Strikes Back 300
11.8. Example of a Sponsorship Portal 305
12.1 Donor Retention Chart 314
12.2 A Typology of Loyalty 317
12.3 Importance and Satisfaction Matrix 324
12.4 Botton Village Response Form 329
12.5 The Loyalty Ladder 330
12.6 Donor Pyramid 331
12.7 Donor Communications Cycle 332
12.8 Union of Concerned Scientists Welcome Package 333
12.9 Donor Value Pyramid 337
12.10 Donor Value Pyramid Factoring in Costs of Fundraising 338
12.11 Perspectives on Value 339
13.1 Average Total, Secular, and Religious Giving by the
Source of Net Worth, High Net Worth Households, 2005 354
13.2 Important Motivations for Charitable Giving by
High Net Worth Households 355
13.3 Reasons for Ending Support of Nonprofits 356
13.4 The Major Gift Development Process 360
14.1 Giving by Bequest, 1967-2007 378
14.2 Projected Number of Deaths, 2010-2050 378
14.3 Will Making by Age 382
14.4 How Important Is It to You to Leave an Inheritance? 384
14.5 Human Rights Watch Solicitation 394
14.6 Morality: Survey Results 401
14.7 Morality Discrepancies 401
14.8 Example of a Tribute Page 404
15.1 Revocable Trust 411
15.2 Charitable Gift Annuity 412
15.3 Pooled Income Fund 414
15.4 Charitable Remainder Unitrust 415
xviii Figures, Tables, and Exhibits
15.5 Charitable Lead Trust 417
15.6 Remainder Deed Gifts 418
16.1 Corporate Giving, 1968-2008 432
16.2 Corporate Giving as a Percentage of Corporate
Pretax Profits, 1968-2008 432
16.3 Haagen Dazs Promotional Microsite 440
16.4 Minnesota Federated Funds 442
16.5 Examples of Cause-Related Marketing 444
16.6 Corporate Fundraising Planning 452
16.7 An Extract from Bioversity International s Ethical Screening Policy 455
17.1 Source of Foundation Funding ($Billions) 464
17.2 Recipient Organizations by Dollar Amount 465
17.3 Recipient Organizations by Number of Gifts 466
17.4 Foundation Fundraising Process 467
17.5 Proposal Development Process 473
17.6 Specimen Cover Letter for the North Street Hospice 477
17.7 The Grant Cycle 479
18.1 Mercy Corps Community Fundraising Activities 493
18.2 School Fundraising Ideas 494
18.3 Volunteer Recruitment Process 498
18.4 Person Specification 502
18.5 Fry Elementary School Volunteer Recruitment Form 506
19.1 An Open House Reception 523
19.2 Event Gantt Chart 533
20.1 Giving by Generation 547
20.2 Specimen Donor Education Program 552
20.3 CARE Campaign Power Pack 555
21.1 Percentage of Respondents Who Think Charities are
Doing a Very Good Job 561
21.2 Why Confidence Has Decreased 563
21.3 Creative Accounting 568
21.4 CharityFacts Web Site 5 71
Tables
1.1 Types of Tax-Exempt Organizations and Number,
Expenses, and Assets by Type, 2005 8
1.2 Organizations, Expenses, and Assets in the Nonprofit Sector, 2005 12
1.3 The Structural-Operational Definition 15
1.4 International Classification of Nonprofit Organizations 16
Figures, Tables, and Exhibits xix
1.5 Elements of the Definition of Grassroots Associations 18
1.6 Contributions in 2007: $306.69 Billion by Type of
Recipient Organization ($ in Billions) 23
4.1 Demographic Characteristics of Respondent Households 63
4.2 Reasons for Giving 66
4.3 Reasons for Nonsupport 94
6.1 External Attractiveness of Activity A
(Child Sponsorship Product) 137
6.2 Internal Appropriateness of Activity A
(Child Sponsorship Product) 138
6.3 Report of Solicitation Activities, with Gift Income Measured Against
Approved Budget and Actual Expenses (by Program) 141
7.1 Fundraising Activities and Products 154
7.2 Family Life Cycle 159
7.3 Sample Gantt Chart 184
8.1 Qualities and Responses 195
8.2 Examples of Appeals to Emotion, Reason, and Organizational
Credibility 197
9.1 Illustration of ROI Analysis 208
9.2 Minimum Fundraising ROI by Category of Fundraising Activity and
Average Gift Size 212
9.3 Greenfield s Nine-Point Performance Index 213
9.4 FEP Survey Data Elements 218
9.5 Profile of Investment 223
9.6 Illustration of Payback Period 224
9.7 Factors for the Present Value of $ 1 226
9.8 NPV Illustration 227
9.9 Further NPV Illustration 227
9.10 Project Decision Illustration 228
9.11 Profitability Index Illustration 229
9.12 Optimizing the Investment Decision 230
9.13 Example of Real Rate of Return 231
9.14 Further Illustration of Real Rate of Return 232
10.1 Problems with Names 253
12.1 Reasons for Lapse 320
12.2 Comparison of Transaction and Relational Approaches 335
13.1 Individuals WTiose Net Worth Is $15 Million or Less 357
13.2 Individuals Whose Net Worth Is More than $ 15 Million 357
13.3 Gift Range Chart: SI Million Goal 366
14.1 Wealth Transfer: Lower-Level Estimates 380
14.2 Charitable Bequests Reported on Estate Tax Returns Filed in 2003 385
Figures, Tables, and Exhibits
14.3 Percentage of Charitable Bequest Donors 388
14.4 Income Profile of Bequest Pledgers 388
15.1 How Donors First Learned About Gift Options 423
15.2 Board Involvement in Planned Giving 428
16.1 Trends in Motivation over Time 438
17.1 Sample Timeline 475
17.2 Success Rate of Applications by Grantmaking Expenditure 480
17.3 Reasons for Declining Grant Applications 481
18.1 Hours Spent Volunteering by Gender, Age, and Ethnicity in 2008 490
19.1 Events Grid 523
19.2 Specimen Event Budget 534
21.1 Confidence in Charitable Organizations, 2002-2008 561
21.2 Rating of Fundraising Expenses by Charity Navigator:
Percentage of Total Functional Expenses Spent on
Fundraising (Lower Is Better) 576
Exhibits
12.1 Measuring Donor Satisfaction 323
13.1 Silent Prospecting Exercise 364
14.1 Measuring Moral Identity 400
19.1 Event Evaluation Form 537
|
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| id | DE-604.BV036700153 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:46:05Z |
| institution | BVB |
| isbn | 9780470450390 0470450398 |
| language | English |
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| owner_facet | DE-521 |
| physical | XXXIII, 652 S. Ill., graph. Darst. 25 cm |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | Jossey-Bass |
| record_format | marc |
| spelling | Fundraising principles and practice Adrian Sargeant ... 1. ed. San Francisco, Calif. Jossey-Bass 2010 XXXIII, 652 S. Ill., graph. Darst. 25 cm txt rdacontent n rdamedia nc rdacarrier Incl. bibliogr. references and indexes Fund raising Nonprofit organizations / Finance Nonprofit organizations / Marketing Sargeant, Adrian Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020618607&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Fundraising principles and practice Fund raising Nonprofit organizations / Finance Nonprofit organizations / Marketing |
| title | Fundraising principles and practice |
| title_auth | Fundraising principles and practice |
| title_exact_search | Fundraising principles and practice |
| title_full | Fundraising principles and practice Adrian Sargeant ... |
| title_fullStr | Fundraising principles and practice Adrian Sargeant ... |
| title_full_unstemmed | Fundraising principles and practice Adrian Sargeant ... |
| title_short | Fundraising principles and practice |
| title_sort | fundraising principles and practice |
| topic | Fund raising Nonprofit organizations / Finance Nonprofit organizations / Marketing |
| topic_facet | Fund raising Nonprofit organizations / Finance Nonprofit organizations / Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020618607&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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