Fundraising Marketing in the One-Person Shop

by Henley, Michael J.; Hodiak, Diane L.

• ISBN13: 9780965716109
• ISBN10: 0965716104
• Format: Paperback
• Copyright: 1997-07-01
• Publisher: Development Resource Center

Table of Contents

Human Resources	p. 1
Admit That You Can't Do It All	p. 1
Setting Priorities	p. 2
Ownership of Marketing and Development	p. 2
The Value of Volunteers	p. 4
Building a Volunteer Base	p. 5
Volunteer Responsibilities	p. 7
Internships	p. 9
How to Recruit Valuable Board Members	p. 9
Collaborations that Enlarge Your Possibilities	p. 10
The "Tom Sawyer" Approach	p. 11
Professional Associations	p. 13
Research	p. 14
Developing a Donor Profile: Clues and Techniques	p. 14
Telephone Surveys	p. 14
Written Surveys	p. 15
Focus Groups	p. 15
Prospect Research on a Shoestring Budget	p. 16
Detective Work with Envelopes and Checks	p. 17
CD-Rom Databases	p. 17
Organization Annual Reports	p. 17
Form 990's	p. 18
Special Event Programs	p. 18
Corporate and Foundation Annual Reports	p. 18
Newspapers: Business Section	p. 18
Donor Plaques and Donor Walls	p. 19
Prospect Rating	p. 19
Networking	p. 19
Prospect Research Committees	p. 20
Discover the Prospect Researcher Hidden in Your Computer	p. 22
On-Line Services to Support Fund Raising	p. 24
Technology	p. 26
Conducting a Needs Assessment	p. 28
Securing Grants for Technology	p. 29
Support for Training, Hardware, and Software	p. 29
Gifts in Kind	p. 29
Choosing Fund Raising Software	p. 31
Obtaining Computer Hardware at Low or No Cost	p. 32
Internet for Nonprofits	p. 33
Human Resources	p. 33
Online advocacy	p. 33
Membership Development Online	p. 35
Fund Raising & Marketing on the Internet	p. 36
Sample Web Page of Donor Opportunties	p. 38
Planning Your Web Presence	p. 39
Resources to Develop Your Web Site	p. 40
Sample Online Donation Site	p. 42
GuideStar	p. 42
Planning: The Key to Success	p. 44
The Importance of Realistic Planning	p. 44
The Strategic Plan	p. 46
What to Expect from a Strategic Planning Process	p. 47
Case Statement	p. 48
Positioning Arguments for Your Organization	p. 48
The Mission Statement	p. 49
The SWOT Analysis	p. 49
Research: The Key Competitor Analysis	p. 52
Service Configuration Matrix	p. 55
Constituency Circle	p. 53
Evaluation	p. 57
Public Relations & Marketing	p. 61
Developing a Public Relations Plan	p. 62
Sample constituency surveys	p. 65
Public Relations and the Individual Donor	p. 69
Example of Results Oriented Donor Segmentation	p. 70
Key Public Matrix	p. 71
How Volunteers Improve Effectiveness	p. 72
Example of Audience/Subscriber Development	p. 74
Developing a Strategy	p. 79
Developing a Marketing Mix	p. 81
Public Relations and the Board: Nine Easy Ideas	p. 85
Public Relations and the Employee	p. 87
Public Relations and Your External Publics	p. 88
Effective Crisis Management	p. 88
Simple Steps for Effective Media Relations	p. 94
How to Develop a Press Kit	p. 94
The Press Release	p. 95
The Media Advisory Letter	p. 95
When to Mail Your Press Kit	p. 95
Following up With the Right People: The Key to Success	p. 96
Conducting the Interview	p. 100
The Print Media	p. 101
Newspaper Feature Articles	p. 102
Letters to the Editor	p. 103
Designing Cost Effective Marketing Communications	p. 103
Ideas for Low-Cost Marketing Communications	p. 104
Grocery/Discount Stores	p. 104
Display Advertising	p. 105
Statement Stuffers	p. 106
Readerboards	p. 106
Bulletins at Places of Worship	p. 107
Company and Association Newsletters	p. 107
Shopping Center Signs	p. 107
Movie Theaters	p. 107
Rental Video Tapes	p. 108
Piggy-Backing on Others' Promotions	p. 108
Packaging Promotion	p. 108
Stadium Scoreboards	p. 109
Mass Transit	p. 109
Cable Television	p. 109
Video-Tape Productions	p. 110
Placemats or Tent Cards	p. 111
Tips for Trade Shows, State Fairs and Special Events	p. 111
Cross Promotions	p. 113
Key Questions to Help You Plan Successful Events	p. 114
Major Gifts	p. 119
Individual Gifts	p. 119
The Giving Pyramid	p. 119
How to Identify Major Gift Donors for Your Organization	p. 120
Starting a Major Gifts Program	p. 122
How to Cultivate Major Donors	p. 123
Including Other Members of Your Donor's Family	p. 124
How to Identify Major Gift Prospects Outside Your Organization	p. 124
Planned Giving Basics	p. 124
Life Income Gifts	p. 126
Other Planned Gifts	p. 126
Planned Giving for the One-Person Shop	p. 126
Starting Simple With a Wills and Bequests Program	p. 127
Forms of Bequest	p. 128
Specific Outright Bequest	p. 128
Residuary or Remainder Bequest	p. 128
Contingent Bequest	p. 129
Endowment Fund	p. 129
Grants From Foundations	p. 130
Grant Research	p. 130
Donor Solicitation & Communications	p. 134
Credit Card Giving	p. 134
Example of Renewal Giving Campaign	p. 135
Evaluating Direct Mail Campaigns	p. 140
Electronic Fund Transfer	p. 141
Payroll Deduction	p. 141
Evaluating Promotional Results	p. 144
Printed Key Codes	p. 144
Colored marker method	p. 144
Colored dot	p. 145
Bar-coding	p. 145
Is Direct Mail Appropriate for Your Organization?	p. 145
Timing and Frequency	p. 147
How to Secure Names for Prospecting	p. 148
Everything You Ever Wanted To Know About Lists	p. 148
Which Lists Are the Best or TESTING 1-2-3	p. 150
Cutting your Mailing Costs By Effective File Management	p. 155
Automation Compatible Mail	p. 156
Deceased File	p. 156
Technology in Marketing Management	p. 157
How to Expand the Number of Lists Through Database Segmentation	p. 158
Appending Information to the Database	p. 160
Profitable Marketing and Fund Raising Ideas	p. 161
Memorial and Tribute Programs	p. 161
Donor/Member Premiums	p. 162
Direct Response	p. 162
Giving Clubs (Major Gifts)	p. 162
Telemarketing	p. 163
Matching Gifts	p. 166
"Marriage Mail" Programs	p. 167
Piggyback Programs	p. 167
Newspaper Inserts	p. 168
More New Ideas From the Field	p. 168
Cost Savings	p. 172
Sources for In-Kind Contributions	p. 172
Sources for In-kind Services	p. 173
Barter and Joint Purchasing Agreements	p. 174
The Wish List	p. 175
Acknowledgment & Recognition	p. 178
Donor and Volunteer Acknowledgment	p. 178
Gift Clubs	p. 178
Timeliness of Acknowledgment	p. 180
Time-saving Acknowledgment Cards	p. 180
Low-cost Variations for Plaques and Certificates	p. 186
Donor Walls	p. 187
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