Fundraising Management: Analysis, Planning and Practice

by Jay; Elaine

• ISBN13: 9780415317023
• ISBN10: 0415317029
• Edition: 1st
• Format: Nonspecific Binding
• Copyright: 2004-04-08
• Publisher: Routledge

Summary

This text is the first truly comprehensive guide to fundraising management, uniquely blending current academic knowledge with the best of professional practice. Much more than a how-to guide, the text is grounded in the critical issues of fundraising to provide readers with a comprehensive overview of modern fundraising planning and practice. The authors offer key analysis of the critical issues of fundraising as well as acting as a useful tool for the practical side of planning fundraising campaigns. Topics covered include: * Individual giving * Trusts and foundations * Corporate fundraising * Direct marketing * Community marketing * Campaign Integration The text includes examples and cases from both the UK and the US, bringing the theory to life. Campaigns discussed include high-profile examples from companies as diverse as RSPCA, Greenpeace, Barnados and the American Cancer Society. In addition, the text works through the planning stages of fundraising to give readersa rounded understanding of fundraising management. A truly groundbreaking new text in this area,Fundraising Managementis essential reading for students of fundraising and nonprofit professionals alike.

Author Biography

Adrian Sargeant is Professor of Non-profit Marketing at the University of the West of England and an Adjunct Professor of Philanthropic Studies at the Center on Philanthropy at Indiana University.

Table of Contents

List of plates	xi
List of figures	xii
List of tables	xiv
List of exhibits	xvi
1 THE HISTORY AND DEVELOPMENT OF FUNDRAISING PRACTICE	1	(16)
Introduction	1	(1)
Early philanthropy and charity	2	(1)
Fundraising and the religious tradition	3	(1)
The development of fundraising in England	4	(2)
The development of fundraising in the USA	6	(1)
The roots of raising money by mail	7	(1)
The roots of modern fundraising and giving	8	(4)
Widening the giving constituency	12	(2)
Conclusion	14	(1)
References	15	(2)
Part I THE FUNDRAISING PLANNING PROCESS	17	(74)
2 FUNDRAISING PLANNING: THE FUNDRAISING AUDIT	19	(21)
Introduction	19	(1)
A planning framework	20	(2)
The fundraising audit	22	(7)
Analytical tools	29	(8)
The SWOT analysis	37	(1)
Chapter summary	38	(1)
Discussion questions	38	(1)
References	39	(1)
3 MARKETING RESEARCH FOR FUNDRAISING	40	(28)
Introduction	40	(1)
Definition	41	(1)
Stating the research problem and research objectives	42	(1)
Secondary versus primary data	43	(3)
Qualitative research	46	(2)
Quantitative research techniques	48	(1)
Taking a sample	49	(3)
Questionnaire design	52	(4)
Data analysis	56	(8)
Using external research agencies	64	(2)
Chapter summary	66	(1)
Discussion questions	66	(1)
References	67	(1)
4 STRATEGIC PLANNING: THE FUNDRAISING PLAN	68	(25)
Introduction	68	(2)
Setting fundraising objectives	70	(2)
Key strategies	72	(1)
Overall direction	73	(2)
Market segmentation: segmenting individual donor markets	75	(5)
Segmenting business markets	80	(1)
Evaluating the suitability of segments	81	(3)
Positioning strategy	84	(1)
Strategic wear-out	85	(1)
Tactical plans	85	(2)
Budget	87	(1)
Scheduling	88	(1)
Monitoring and control	88	(1)
Chapter summary	89	(1)
Discussion questions	89	(1)
References	89	(2)
Part II FUNDRAISING FROM INDIVIDUALS	91	(122)
5 UNDERSTANDING GIVING	93	(24)
Introduction	93	(1)
Who gives?	94	(5)
Why do people give?	99	(3)
The impact of charity appeals	102	(4)
Selection criteria	106	(2)
Why do individuals stop giving?	108	(1)
Modelling giving behaviour	109	(3)
Chapter summary	112	(1)
Discussion questions	113	(1)
References	113	(4)
6 DONOR RECRUITMENT	117	(20)
Introduction	117	(1)
Recruitment planning	118	(1)
Setting recruitment objectives	119	(1)
Segmentation	120	(1)
Profiling	121	(1)
Targeting	121	(1)
Media selection and planning	122	(8)
Integrated campaigns	130	(1)
The nature of the fundraising message	131	(2)
Fulfilment	133	(1)
Budgeting control and evaluation	134	(1)
Supplier relationships	135	(1)
Chapter summary	135	(1)
Discussion questions	136	(1)
References	136	(1)
7 DONOR DEVELOPMENT	137	(21)
Introduction	137	(1)
Donor development planning	138	(2)
Measuring donor value	140	(11)
Segmenting for growth	151	(3)
Keeping donors loyal	154	(2)
Chapter summary	156	(1)
Discussion questions	157	(1)
References	157	(1)
8 MAJOR GIFT FUNDRAISING	158	(20)
Introduction	158	(1)
Characteristics of major givers	159	(1)
Motives of major givers	160	(3)
Major donor recruitment	163	(2)
Major donor retention and development	165	(2)
Tools and techniques	167	(5)
Donor recognition	172	(2)
Events	174	(1)
The UK experience	174	(2)
Chapter summary	176	(1)
Discussion questions	176	(1)
References	176	(2)
9 PLANNED AND LEGACY GIVING	178	(22)
Introduction	178	(1)
Planned giving in the USA	179	(5)
Planned giving vehicles	184	(6)
Opportunities for planned giving in the UK	190	(3)
Legacy giving	193	(5)
Chapter summary	198	(1)
Discussion questions	198	(1)
References	198	(2)
10 COMMUNITY FUNDRAISING	200	(13)
Introduction	200	(1)
Community fundraising activities	201	(5)
Management and structures	206	(1)
Outcomes and profitability	207	(1)
The role of the volunteer	208	(2)
The future for community fundraising	210	(1)
Chapter summary	211	(1)
Discussion questions	211	(1)
References	211	(2)
Part III CORPORATE/TRUST FUNDRAISING	213	(58)
11 CORPORATE FUNDRAISING	215	(27)
Introduction	215	(1)
Why do corporates give?	216	(2)
Forms of business support	218	(8)
Who to ask?	226	(4)
Fostering relationships	230	(1)
Outcomes	231	(1)
The pitfalls	232	(1)
Corporate fundraising planning	232	(6)
Structures	238	(1)
Chapter summary	239	(1)
Discussion questions	239	(1)
References	240	(2)
12 TRUST AND FOUNDATION FUNDRAISING	242	(14)
Introduction	242	(2)
Giving patterns and preferences of Trusts and Foundations	244	(1)
Raising funds from Trusts and Foundations	245	(1)
Trust/Foundation research	246	(1)
The application/proposal	247	(3)
Internal procedures and tools	250	(1)
Building relationships with Trusts and Foundations	251	(1)
The grant cycle	252	(2)
Chapter summary	254	(1)
Discussion questions	255	(1)
References	255	(1)
13 BRANDING AND CAMPAIGN INTEGRATION	256	(15)
Introduction	256	(1)
What is a brand?	257	(3)
Why brand?	260	(2)
Brand strategy	262	(3)
Exploring brand values	265	(1)
Campaign integration	266	(1)
Managing multiple communications	267	(1)
Chapter summary	267	(1)
Discussion questions	268	(1)
References	268	(3)
Part IV CRITICAL ISSUES IN FUNDRAISING	271	(68)
14 THE RISE OF NEW ELECTRONIC CHANNELS	273	(27)
Introduction	273	(1)
Changing user profiles	274	(2)
Barriers to usage	276	(1)
Site design	277	(5)
Writing online	282	(3)
Marketing online	285	(5)
Search engines	290	(3)
Web directories	293	(1)
Relationship marketing on the Web	293	(1)
Interactive television	294	(2)
Digital radio	296	(1)
SMS text messaging	297	(1)
Chapter summary	298	(1)
Discussion questions	299	(1)
References	299	(1)
15 BENCHMARKING FUNDRAISING PERFORMANCE	300	(16)
Introduction	300	(1)
Non-profit performance	301	(3)
FACE, ACE and FCE ratios	304	(2)
Fundraising performance	306	(1)
Direct marketing	307	(4)
Enhancing the public trust	311	(1)
Obtaining benchmarking data	311	(2)
Chapter summary	313	(1)
Discussion questions	314	(1)
References	314	(2)
16 LEGAL AND ETHICAL ASPECT OF FUNDRAISING MANAGEMENT	316	(23)
Introduction	316	(1)
Data protection and privacy issues	317	(4)
Maintaining communication standards	321	(4)
UK law	325	(2)
US law	327	(3)
Ethics in fundraising	330	(3)
Ethical codes and standards of professional practice	333	(3)
Chapter summary	336	(1)
Discussion questions	337	(1)
Reference	337	(2)
Index	339