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Fundraising Fundamentals. A Guide to Annual Giving for Professionals and Volunteers. Edition No. 2. The AFP/Wiley Fund Development Series

  • ID: 2209977
  • Book
  • April 2002
  • 600 Pages
  • John Wiley and Sons Ltd
"Fundraising Fundamentals is a practical and valuable resource for fundraising professionals, trustees, philanthropists, and nonprofit executives who aspire to raise substantial monies for worthy causes. I have utilized Jim Greenfield's literature in various fundraising courses . . . my students have benefited from the theory and substance that Jim so clearly conveys along with real-life models that can be applied to their respective organizations."
-Stephen M. Levy, CFRE, President of Levy Philanthropic Counsel
Former Chair of the Association of Professionals Foundation Board
Adjunct Professor of Philanthropy, Columbia University

Proven methods and techniques for running a successful annual giving campaign

Learn how to carry out winning annual giving campaigns that will help your nonprofit organization grow and increase its financial resources with Fundraising Fundamentals. Complete with the essential basics of fundraising and comprehensive enough to help experienced fundraisers improve their campaigns, this up-to-date Second Edition features key material on:

How to find likely first-time donors

Membership organizations and donor clubs

Methods of donor renewal, upgrading, and reward

Recruiting and training volunteer solicitors

Multimedia and Internet soliciting techniques
Note: Product cover images may vary from those shown
Chapter 1 Developing Annual Gift Support by Raising Friends and Building Relationships.

The Philanthropic Process.

Philanthropic Practice.

The Independent Sector and the Nature of Charitable Organizations.

The Role of Fund Development.

The Role of Annual Giving.

What to Use in Making Annual Gifts.

Chapter 2 Asking for Money:Begin with Testing by Mail.

Acquisition:The Everlasting Search.

Finding Likely First-Time Donors.


Letter Texts:Write Love Letters!

Chapter 3 Direct Mail Acquisition:Constituency Building.

Meeting Changing Needs.

The Case for Annual Gift Support:Goals and Potential.

Goal Setting for Annual Giving Solicitation.

These Are Donors,Not Numbers.

The Annual Fund ?Master Schedule.

Making and Following Plans:The Frequency of Appeals.

Plan to Be Flexible.

Where Pledges Fit in Annual Giving.

Acquisition through Mail Appeals.

Why Use the Mail?

Multiple Acquisition Methods.

Multiple Mailings.

When to Mail and How Often.

Improved Results with Multimedia Appeals.

Other Options for Acquisition Mailings.

Chapter 4 Donor Renewal:A Communications Art.

Communications Opportunities.

Involvement Opportunities.

Methods of Donor Renewal,Revival,and Reward.

Performance Analysis.

Donor Relations.

Chapter 5 Membership and Membership Associations.

Legal and Tax-Exempt Status.

Membership Options.

Basic Design.

Annual Dues and Gifts.

Benefits and Privileges.

The Value of a Gift Membership.

Management of Membership Associations.

Annual Giving Opportunities for Members.

Annual Membership Campaigns.

Operating Costs for Membership Programs.

Chapter 6 Telephone and Telemarketing Techniques.

Preparing for Telephone Solicitation.

The Volunteer Calling Program:Planning Is the Key to Success.

Developing a Telemarketing Program.

Should You Hire a Professional Telemarketing Firm?

Budgeting for Telephone Solicitation.

Other Uses of the Telephone.

Chapter 7 Groups,Guilds,and Support Organizations.

The Auxiliary.

The Guild.

Donor Clubs: The Benefits of Organizing Donors.

Support Group Organizations.

Management of Groups,Guilds,and Support Organizations.

Chapter 8 Soliciting Annual Gifts from Corporations and Foundations.

Securing Annual Corporate Gifts.

Tax Deductions as a Motivation.

The Roles of Research,Relationships,and Requests.

The United Way Corporate Connection.

Corporate Matching Gifts: Untapped Gold?

Cause-Related Marketing:Yes,It ?s Money But It Is Not Philanthropy.

Securing Annual Foundation Gifts.

Research,Relationships,and Requests.

Donor Recognition for Corporations and Foundations.

Chapter 9 Internet Solicitation.

Artful Uses of the Internet for Annual Giving.

Cyberspace Law: Online Fundraising Rules and Regulations.

Working with Application Service Providers.

Ethics Codes and Standards of Professional Practice.

Intellectual Property,Copyright,Privacy,and Security.

The Future of Internet Solicitation.

Chapter 10 Activities,Benefits,and Special Events.

Volunteer Development.


Definitions and Differences.



Special Events.

Management and Performance Measurement.

Chapter 11 The Volunteer-Led,Personal Solicitation Annual Giving Campaign.

Developing Qualified Donors.

Recruiting and Training Volunteer Solicitors.

Campaign Leadership:The Key to Success.

Management of the Annual Giving Campaign.

Recognition and Reward.

Chapter 12 Other Ways to Raise Money Every Year.

Advertising and Coupons.

Commemorative and Tribute Giving.

Commercial Sales,Cause-Related Marketing,and Affinity Cards.

Door-to-Door and On-Street Solicitation.

Federated Campaigns.

Gambling and Games of Chance.

Multimedia Options.


Television and Telethon Solicitation.

Various Other Annual Giving Ideas of Merit.

Scams and Con Artist Fraud and Abuse.

Chapter 13 Managing the Comprehensive Annual Giving Program.

Balanced Participation:A Key to Success.

Managing Annual Giving Programs.

Board,CEO,and Employee Relations.

Management of Changing Annual Priorities.

Gift Reports.

Budget Preparation and Management.

Cost ?Benefit Standards and Guidelines.

Program Performance Measurement.

Office Functions,Operating Procedures,and Computer Support.

Training for All Staff Members.

Financial Accounting and Reporting.

Donor Relations.

Issues and Challenges for the Future of Annual Giving.

Concluding Thoughts.

Appendix A: Operating Rules and Procedures for a Support Group Organization.

Appendix B: Master Checklist for Activities, Benefits, and Special Events.

Appendix C: Glossary of Internet Terms.


Selected References.


Note: Product cover images may vary from those shown
James M. Greenfield
Note: Product cover images may vary from those shown