Fund Raising Evaluating and Managing the Fund Development Process (AFP / Wiley Fund Development Series)

by Greenfield, James M.

• ISBN13: 9780471320142
• ISBN10: 0471320145
• Edition: 2nd
• Format: Hardcover
• Copyright: 1999-04-27
• Publisher: Wiley

Summary

"Proper application of the fund development process can define an organization's potential for public support and the direct means to achieve it, and can realize, even predict with reliability, the income an organization can and should expect at any moment in time."-James M. Greenfield. As the driving force behind every not-for-profit, fund raising is a key to an organization's success in fulfilling its mission. However, while it's important to develop the skills needed to raise money, it's equally important to know how to allocate it properly in order to meet your goals. Now revised and expanded, this practical resource provides an accessible game plan for not only raising funds, but also developing them effectively for increased productivity and profitability. Written by James M. Greenfield, a leading authority in the field, Fund Raising takes you step-by-step through the entire fund development process, from planning and marketing to community relations and donor management. Beginning with an examination of philanthropic history and perspective, it goes on to describe the individual elements of the development process, as well as the organizational requirements needed for the process to work. With detail and clarity, Greenfield covers such essential bases as the evaluation of program effectiveness, policies and procedures for public solicitation, the fund raising environmental audit, matching gift programs, donor recognition, special projects campaigns, and much more. Threaded throughout the book is the theme of "friend raising and relationship building," both vital components of increasing capability and capacity to address the needs of today, with an eye toward those of tomorrow. Along with an added, in-depth discussion of ethics, the Second Edition introduces new best practices that have developed over the past few years, and features updated data, useful worksheets, such as economic statistics, demographics, and reports from the American Association of Fund-Raising Council. Packed with numerous examples, case studies, and checklists, this exhaustive resource is essential reading for anyone looking to achieve-and maintain-fund-raising success. "There is the current need for a better understanding of how the fund development process can best be utilized and improved so that community benefits can be realized with adequate funding. This book is intended to be a contribution to that end." -from the Preface Now revised and expanded, this practical resource takes you through the entire fund development process, giving you the master plan necessary for realizing the full fund-raising potential of your nonprofit organization. Covering everything from accountability and stewardship to public solicitation and donor relations, the Second Edition has been updated to include the latest economic figures, demographics, and reports from the American Association of Fund-Raising Council, as well as an added, in-depth discussion of ethics, worksheets for performance analysis, and new best practices that have developed over the past few years. Jacket Design: Andrew Liefer

Author Biography

JAMES M. GREENFIELD is a veteran fund raiser with more than 35 years of experience as a development officer at three universities and five hospitals. He has served as the National Society of Fund Raising Executives' chapter officer and national board member, and is currently involved in the organization's Research Council and the NSFRE Foundation Board. He is Senior Vice President of Development and Community Relations at Hoag Memorial Hospital Presbyterian in Newport Beach, California, and is the author of Fund-Raising Fundamentals, Fund-Raising Cost Effectiveness, and The Nonprofit Handbook: Fund-Raising, all published by Wiley.

Table of Contents

List of Exhibits	ix
Foreword	xiii
Preface to the Second Edition	xv
Acknowledgments	xix
Giving Money to Charity: An American Tradition	1	(31)
Communities in Need: Return of Civil Society	2	(2)
Understanding Philanthropy: Needs and Causes	4	(5)
Institutional Leadership and Professionalism	9	(3)
The Donor: From Aspirations to Instinctive Reply	12	(6)
The Solicitor: A Job to Be Done Well	18	(6)
Understanding the ``Development Process''	24	(5)
Accountability, Ethics, and Stewardship	29	(2)
Donor Recognition	31	(1)
Readiness Tests	32	(66)
Legal Organization and Tax-Exempt Status	33	(11)
Popular Myths About Not-for-Profit Organizations	44	(1)
Why Planning Is Important	45	(2)
Leadership from the Board of Directors	47	(2)
Mission	49	(2)
The Institution Master Plan	51	(12)
The Fund-Raising Environmental Audit	63	(13)
Fund-Raising Productivity Analysis	76	(2)
Evaluating Fund-Raising Program Effectiveness	78	(8)
Budgeting and Accounting for Fund-Raising Success	86	(3)
Policies and Procedures for Public Solicitation	89	(7)
Stewardship	96	(2)
Pyramids Are Built from the Bottom Up	98	(99)
The Annual Giving Phenomenon: A Necessity and an Opportunity	98	(15)
Using the Mails to Acquire and Retain Donors	113	(11)
Telephone Solicitation	124	(2)
The Age of Visual Media	126	(4)
Special Events and Benefits	130	(9)
Support Group Organizations: ``Friend Raising''	139	(6)
Donor Clubs and Associations	145	(5)
The Volunteer Personal Solicitation Campaign: The ``Committee of Askers''	150	(14)
Other Annual Giving Methods	164	(12)
How to Report and Explain the Results of Annual Giving	176	(7)
Leadership Development: Involvement Plus Participation	183	(6)
Where Does Estate Planning Fit in Annual Giving?	189	(2)
Recognition Guidelines for Annual Donors	191	(4)
Annual Giving: A Perspective	195	(2)
The Middle Tier: Gifts from Institutions	197	(46)
Foundations' Purpose: To Give Money Away	202	(7)
Researching Foundations	209	(2)
Proposals: Preparation and Delivery	211	(6)
Corporations	217	(7)
What Not-for-Profit Organizations Should Know About Corporations	224	(4)
Corporate Proposals: Preparation and Delivery	228	(5)
Cause-Related Marketing	233	(5)
Matching Gift Programs	238	(2)
Associations, Clubs, Societies, and Other Organizations	240	(1)
Institutional Donor Relations	241	(2)
The Final Tier: Investment Decisions	243	(69)
Gift Planning: The Development of Benefactors	245	(28)
The Role of the Special Projects Campaign	273	(4)
The Major Capital Campaign	277	(20)
Exit Gifts: Estate Planning and Planned Giving	297	(12)
Donor Recognition: The Enhanced Version	309	(3)
Management of the Fund Development Process	312	(69)
Why Do People Become Fund Raisers?	314	(2)
Planning a Career by Changing Jobs	316	(14)
Management of Fund Development Office Operations	330	(13)
Related Organizations: More Than Raising Money	343	(5)
The Future: Full of Challenges	348	(27)
Measuring Success	375	(1)
The Last Word Is Still Recognition	376	(5)
Appendix A: A Manual of Fund Development Policy and Procedure for Not-for-Profit Organizations	381	(27)
Appendix B: Reality Tests for Cause-Related Marketing	408	(3)
Selected References	411	(10)
Index	421