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Группа авторов. Achieving Excellence in Fundraising
Table of Contents
Guide
List of Illustrations
List of Tables
Pages
Praise for Achieving Excellence in Fundraising, Fifth Edition
ACHIEVING EXCELLENCE IN FUNDRAISING
LIST OF TABLES, FIGURES, AND EXHIBITS. Tables
Figures
Exhibits
FOREWORD
PREFACE
A Strong Tradition
A New Era
The New Edition
A Contribution to Philanthropy
ACKNOWLEDGMENTS
THE EDITORS
AUTHOR BIOS
CHAPTER ONE DEVELOPING A PERSONAL PHILOSOPHY OF FUNDRAISING
Why a Philosophy of Fundraising?
Personal Experiences and Philanthropy
The Philanthropic Autobiography
Philanthropy in Society
Thinking Globally and Culturally
Advancing Social Justice and Racial Equity
Core Fundraising Tenants within Organizations
The Case for Support
Culture of Philanthropy
Integration
Confidence in the Work
Ethical Grounding
Voluntary Action
Professional Responsibility
Conclusion
Discussion Questions
Application Exercises
CHAPTER TWO A COMMITMENT TO ETHICAL FUNDRAISING
A Foundation of Trust
Philosophy of Ethics
Professional Ethics
Ethical Behavior
Applying Ethics
Ethics and Social Justice
EXHIBIT 2.1. PROPOSED BENEFICIARY BILL OF RIGHTS. Beneficiary Bill of Rights
Conclusion
Discussion Questions
Application Exercises
CHAPTER THREE LEGAL ASPECTS OF FUNDRAISING
Background
Governance
Duty of Prudent Care
Duty of Obedience
Duty of Loyalty
IRS Form 990 and Governance
State Law Considerations
State Fundraising Registration
Fundraising Consultants and Solicitors
Definition of a Gift and Donor Restrictions
Charitable Pledges
Charitable Endowments
Percentage Requirements
Telemarketing
Federal Law Considerations
Types of Public Benefit Charities
Supporting Organizations
Member Benefit Organizations
Unrelated Business Taxable Income and Fundraising
Donor Privacy and Confidentiality
Tax Benefits for Charitable Giving
Gift and Estate Tax Benefits for Charitable Giving
Noncash Gifts
Gifts to International Organizations
Gift Substantiation and Disclosure
Conclusion
Discussion Questions
Application Exercises
CHAPTER FOUR THEORY IN FUNDRAISING
Theory's Role in Fundraising Practice
Theoretical Approaches
The Big Picture: Systems Theory, Boundary Spanning, and Resource Dependence
Social Exchanges: Gift Theory and Reciprocity
Positive Identification: The Identification Theory of Care and Social Identity Theory
Setting the Scene: Symbolic Interactionism and Dramaturgy
Conclusion
Discussion Questions
Application Exercises
CHAPTER FIVE THE JOY OF GIVING
Psychological Outcomes
Does the Joy of Giving Last?
The Joy of Giving Runs Deep
The Paradox of Generosity
Social Outcomes
Physical Outcomes
Brain Responses
Stress Hormones
Gene Regulation and Cellular Aging
Strength and Energy
Pain Responses
Cardiovascular Risk
Health Behaviors and Healthcare Usage
Longevity
The Joy of Giving around the World
The Joy of Giving across the Lifespan
The Joy of Giving during Difficult Times
The Limits of Giving
More Joyful Giving
Variety
Altruism
Choice
Concrete
Social
Summary: Giving Joyfully
Conclusion
Discussion Questions
Application Exercises
CHAPTER SIX THE PHILANTHROPIC CONTEXT FOR FUNDRAISING
Defining Philanthropy
The Contemporary Challenges Philanthropy Faces
Size and Scope
Technological and Educational Advances in Philanthropy Infrastructure
Fundraising and the Economic, Social, and Political Climate
Economic Climate
Social Climate
Political Climate
Opportunities for Philanthropy
Conclusion
Discussion Questions
Application Exercises
CHAPTER SEVEN FUNDRAISING IN CHALLENGING TIMES: CRISIS, SURVIVAL, AND TRANSFORMATION
Fundraising Is Never Far from a Crisis
Leadership Habits in Crisis Fundraising: Purpose, Power, and Perspective
Purpose
Power
Perspective
The Demand for Perspective: The Mindful Work of Fundraising
Complexity, Connection, and Community
Breaking the Status Quo
Reconsideration of Ethical Fundamentals of the Profession
Ethically Inspired Adaptation during Crisis
Conclusion
Discussion Questions
Application Exercises
CHAPTER EIGHT FUNDRAISING ACROSS NONPROFIT SUBSECTORS
Religion. Supporters and Constituents
Issues That Fundraisers Should Consider
Education. Supporters and Constituents
Issues that Fundraisers Should Consider
Human Services. Supporters and Constituents
Issues that Fundraisers Should Consider
Foundations. Supporters and Constituents
Issues that Fundraisers Should Consider
Public‐Society Benefit. Supporters and Constituents
Issues that Fundraisers Should Consider
Health. Supporters and Constituents
Issues that Fundraisers Should Consider
International Affairs. Supporters and Constituents
Issues that Fundraisers Should Consider
Arts, Culture, and Humanities. Supporters and Constituents
Issues that Fundraisers Should Consider
Environment and Animals. Supporters and Constituents
Issues that Fundraisers Should Consider
Conclusion
Discussion Questions
Application Exercises
CHAPTER NINE GLOBAL PHILANTHROPY AND CROSS‐CULTURAL FUNDRAISING
Global Perspectives on Philanthropy
Global Development of Fundraising
Cultural Influences and Fundraising in the United States
Implementing Fundraising Principles across Cultures
Developing Cross‐Cultural Fundraising Proficiency
Applying Generalizations Judiciously
Achieving Cultural Competence
Conclusion
Discussion Questions
Application Exercises
CHAPTER TEN FUNDRAISING FOR ADVOCACY AND SOCIAL CHANGE
Amplifying Social Movements
Fundraising Trends during COVID‐19 and the Racial Justice Movement
Fundraising Resulting from Advocacy for Social Change
A Racialized Religious Minority's Quest for Equality
Women Stand Up to Domestic and Gender‐Based Violence
Conclusion
Discussion Questions
Application Exercises
CHAPTER ELEVEN PREPARING THE ORGANIZATION FOR FUNDRAISING
Capable Human Resources
Engaged Board of Directors
Adequate Staffing and Volunteers
Comprehensive Planning
A Sound Strategic Plan
A Comprehensive Operations Plan
Other Forces
A Commitment to Evaluation
It's More than Just Financial
Outputs versus Outcomes
Quantitative versus Qualitative
Case Study 1: Carnegie Hall Lullaby Project – New York
Case Study 2: KC Scholars – Kansas City
Fundraising Operational Requirements
Personnel
Case for Support
Donor Database
Gift Range Chart
Gift Acceptance Policy
A Fundraising Culture
Connecting with the External Environment
Conclusion
Discussion Questions
Application Exercise
CHAPTER TWELVE BUILDING A COMPREHENSIVE FUNDRAISING PROGRAM
Development Planning and Communications
The Fundraising Cycle
Step 1: Planning Checkpoint: Examine the Case
Step 2: Planning Checkpoint: Analyze Market Requirements
Step 3: Planning Checkpoint: Prepare Needs Statement
Step 4: Planning Checkpoint: Define Objectives
Step 5: Action Checkpoint: Involve Volunteers
Step 6: Planning/Action Checkpoint: Validate Needs Statement
Step 7: Planning Checkpoint: Evaluate Gift Markets
Step 8: Planning Checkpoint: Select Fundraising Vehicle
Step 9: Planning Checkpoint: Identify Potential Giving Sources
Step 10: Planning Checkpoint: Prepare Fundraising Plan
Step 11: Planning Checkpoint: Prepare Communications Plan
Step 12: Action Checkpoint: Activate Volunteer Corps
Step 13: Action Checkpoint: Solicit the Gift
Step 14: Strategic Checkpoint: Demonstrate Stewardship and Renew the Gift
The Four‐Legged Stool of Fundraising
Donor Pyramid of Fundraising Strategies
Conclusion
Discussion Questions
Application Exercises
CHAPTER THIRTEEN ARTICULATING A CASE FOR SUPPORT
Defining Case for Support and Case Statement
Preparing the Case for Support
Key Information Components of a Case for Support
Mission Statement
Planning and Evaluation
Goals
Objectives
Governance
Staffing
Finances
Programs and Services
Service Delivery
History
Case Statements
Tailored to the Audience and Supporting the Mission
Conclusion
Discussion Questions
Application Exercises
CHAPTER FOURTEEN IDENTIFYING AND QUALIFYING POTENTIAL DONORS
Introduction
The Rosso Constituency Model
Expanding the Circle
Navigating the Circle
The LAI Principle
Qualifying Donors
LIA, the Other Principle
Prospective Donor Research
Three Levels of Research
Wheel of Roles and Responsibilities
Ethical Considerations
Conclusion
Discussion Questions
Application Exercises
CHAPTER FIFTEEN BUDGETING AND EVALUATION IN FUNDRAISING
Constructing the Fundraising Budget
Budgeting for Success in Fundraising
Leadership and the Fundraising Budget
Fundraising Expenses Are an Investment in Fundraising
Program Budgeting
Fundraising Revenue
Creating the Fundraising Budget
Fundraising Performance and Evaluation
EXHIBIT 15.1. THE DEPARTMENTAL BUDGET WORKSHEET. THE DEPARTMENTAL BUDGET WORKSHEET
Evaluating Fundraising Programs with Measurement and Evaluation Tools
Fundraising Fitness Test
EXHIBIT 15.2. FUNDRAISING FITNESS TEST TOP INDICATORS TAB
Understanding Employee Time and the Fundraising Budget
EXHIBIT 15.3. TIME STUDY FACTOR WORKSHEET, PART 1
EXHIBIT 15.4. TIME STUDY FACTOR WORKSHEET, PART 2
EXHIBIT 15.5. TIME STUDY FACTOR WORKSHEET, PART 3
Fundraising Net Analyzer
EXHIBIT 15.6. FUNDRAISING NET ANALYZER – MFE CALCULATING FUNDRAISING MEASURES
Conclusion
Discussion Questions
Application Exercises
CHAPTER SIXTEEN MARKETING FOR STRATEGIC FUNDRAISING
Marketing as the Linchpin
Marketing Is a Team Sport
Gather the Right Team with the Right Skills
Bring Marketers in Early
Talk about Data
Use a Multi‐Channel Approach
Share in Successes and Results
A Quick Guide to Branding
Gathering Information to Build Relationships
Identify the Key Audiences
Find Out More about Them
Meet Them Where They Are
Measure It
Test It
Incorporating Market Research
Storytelling: Making Authentic, Long‐Term Connections
Conclusion
Discussion Questions
Application Exercises
CHAPTER SEVENTEEN INTEGRATING PRINCIPLES OF DONOR RELATIONS
What Is Donor Relations?
Gift Acknowledgment
Expressing Gratitude
Stewardship and Donor Relations
Transparency, Accountability, and Trust
Donor Relations in Times of Crisis
Diversity, Equity, and Inclusion (DEI)
Conclusion
Discussion Questions
Application Exercises
CHAPTER EIGHTEEN FUNDRAISERS: STEWARDS OF PHILANTHROPY
The Formalization of Fundraising
Fundraisers and Their Work
Fundraising as Art, Science, or Both?
The Field's Challenges and Opportunities
Overcoming Misperceptions about Fundraising
Supporting Fundraisers' Retention and Success
Making the Profession More Diverse, Equitable, and Inclusive
Addressing Gender Disparities
Studying the Profession
Conclusion
Discussion Questions
Application Exercises
CHAPTER NINETEEN FUNDRAISING PLANNING, MANAGEMENT, AND LEADERSHIP
Management
Fundraising Planning
EXHIBIT 19.2. FUNDRAISING PLAN TEMPLATE
EXHIBIT 19.3. SAMPLE FUNDRAISING TIMELINE
Leadership
Roles of the Nonprofit Leader
Transformational Leadership
Power
Types of Power
In‐Group Leadership
Fundraising Leadership during Times of Crisis
Crisis Planning
Conclusion
Discussion Questions
Application Exercises
CHAPTER TWENTY ENGAGING THE BOARD FOR FUNDRAISING
Recruiting Board Members
EXHIBIT 20.2. BOARD NEEDS MATRIX
Retaining Board Members
Requesting Support from Board Members
Donating
Fundraising
EXHIBIT 20.4. BOARD RESOURCE DEVELOPMENT COMMITMENT AND TRACKING FORM
Case Study: How a Crisis Transformed One Board's. Fundraising Engagement for the Better
Conclusion
Discussion Questions
Application Exercises
CHAPTER TWENTY‐ONE WORKING WITH VOLUNTEER FUNDRAISERS
Strategic Role and Value of Volunteer Fundraisers
Volunteer Trends
Volunteer Motivations
Six Steps for Successful Volunteer Fundraiser Involvement
Step One: Determine the Organization's Needs
Step Two: Identify and Recruit Volunteers
Step Three: Welcome and Develop Fundraising Volunteers
Step Four: Ensure Meaningful Engagement
Step Five: Manage Fundraising Volunteers' Performance
Step Six: Recognize and Retain Fundraising Volunteers
Conclusion
Discussion Questions
Application Exercises
CHAPTER TWENTY‐TWO THE ANNUAL GIVING PROGRAM
All Gifts Matter
Annual Giving
Tools for Annual Fund Planning
Profile of the Annual Fund
Gift Range Chart
Calculating the Gift Range Chart
Annual Fund Concerns
A Shrinking Donor Base?
Donor Retention
Conclusion
Discussion Questions
Application Exercises
CHAPTER TWENTY‐THREE CRAFTING COMPELLING APPEALS
What Is a Compelling Appeal?
Differentiating Appeals for Distinct Audiences
Research‐Informed Strategies for Developing the Message
Positive or Negative Framing
Trustworthiness
Identifiable Victim Effect
Social Norms/Social Information
Emotion
Visuals
Social Identities, Identification, and Perspective‐Taking
Planning the Call to Action
Deploying Effective Appeals
Preparation
First Impression
Body
Closing
Writing Ethical Appeals
Conclusion
Discussion Questions
Application Exercises
CHAPTER TWENTY‐FOUR DEVELOPING DIGITAL FUNDRAISING STRATEGIES
Managing Digital
Planning and Strategy Development
Multi‐Channel Campaigns
Personnel and Policies
Content Strategy
Social Proof
Communicating Impact
Crowdfunding Basics
Peer‐to‐Peer Methods
Giving Days
Crowdfunding Complexities
Digital Tools and Considerations
Website
Email
Social Media
Artificial Intelligence
Acceleration of Digital Adoption in a Pandemic
Conclusion
Discussion Questions
Application Exercises
CHAPTER TWENTY‐FIVE PLANNING EVENTS WITH PURPOSE
Differentiating Events by Purpose
Cultivation Events
Solicitation Events
Peer‐to‐Peer Events
Stewardship Events
Critical Factors for Event Success
A Financially Sound Plan
Logistic Planning for Mission Alignment
Event Planning Team
Contingency Planning
Follow‐Up Planning
Considering Internal Event Dynamics
Clear Event Purpose
Opportunities for Donor Interaction
Connection to Mission
Measuring the Impact
Conclusion
Discussion Questions
Application Exercises
CHAPTER TWENTY‐SIX UNDERSTANDING INDIVIDUAL DONORS
Resources for Giving
How Socio‐demographic Characteristics Relate to Giving
The Complex Dynamics of Individual Giving Behavior
The Opportunity to Give
Values
Costs and Benefits
Efficacy
Implications for Practice: Assessing Donor Motivations
Conclusion
Discussion Questions
Application Exercises
CHAPTER TWENTY‐SEVEN THE ROLE OF RELIGION IN GIVING
The Landscape of Religious Giving
Defining Religious Giving
Religious Congregations
Religious Affiliation and Spirituality
Age, Race, and Religious Tradition
Religious Giving Motivations and Perspectives
Judaism
Christianity
Islam
Dharmic Religions
Fundraising within a Religious Context
The Budget Appeal, Obligatory Giving
Programmatic Investment, Relational Giving
Donor Care, Transformative Giving
Faith and Fundraising
Conclusion
Discussion Questions
Application Exercises
CHAPTER TWENTY‐EIGHT WOMEN AND PHILANTHROPY
The Potential of Women as Donors
Challenging Assumptions
Women Are More Philanthropic Than Men
Women Drive Decision‐Making
Women Make Big Gifts
Identifying How and Why Women Give
Give Broadly
Give Collectively
Use Technology
Give Holistically
Conclusion: A New Era in Women's Philanthropy
Discussion Questions
Application Exercises
CHAPTER TWENTY‐NINE PHILANTHROPY AMONG COMMUNITIES OF COLOR
The Context of U.S. Racial/Ethnic Diversity
Examining Philanthropy in Communities of Color
Research about Philanthropy in Communities of Color
Identity‐Based Philanthropy
Giving Circles
Charitable Crowdfunding
Toward Inclusive Philanthropy
Recommendations for Fundraising
Conclusion
Discussion Questions
Application Exercises
CHAPTER THIRTY LGBTQ PHILANTHROPY
Expanding LGBTQ Rights: An Evolving Movement
LGBTQ Patterns of Giving
LGBTQ Motivations for Giving
Common Motivations for All Donors
Unique Motives: Social Identity, Empathy, Justice, and Visibility
Household Financial Management and LGBTQ Giving
Recommendations for Equitable and Inclusive Fundraising
Recognize LGBTQ Individuals' Multiple Identities
Make a Public Commitment to Diversity, Equity, and Inclusion
Avoid Common Mistakes When Recognizing or Communicating with LGBTQ Donors
Begin Building the Data Foundation for the Future Today
Engage in Active, Authentic Outreach to the LGBTQ Community
Cultivate and Ask LGBTQ Donors
Ensure Strong Stewardship That Builds Trust in the Organization
Conclusion
Discussion Questions
Application Exercises
CHAPTER THIRTY‐ONE DIFFERENTIATING GENERATIONS AND THEIR GIVING
Generational Changes
Identifying Generations
Social Context Changes
Technology Changes
Life Course Development
Emerging Adulthood
Transitions to Adulthood
Organizational Engagement and Social Capital
Earning (Work)
Learning (Education)
Believing (Religion)
Serving (Volunteering)
Giving (Donating)
Giving across Generations Data
Conclusion
Discussion Questions
Application Exercise
CHAPTER THIRTY‐TWO HIGH NET WORTH HOUSEHOLD GIVING INSIGHTS
Context and Patterns of Charitable Behavior
Who Gives and How Much?
To What Purposes?
Giving by Race/Ethnicity
Giving Vehicles
Volunteering
Giving Motivations and Decision‐Making
Who Decides?
Policy Issues
Implications for Fundraisers
Conclusion
Discussion Questions
Application Exercises
CHAPTER THIRTY‐THREE CO‐CREATING MAJOR GIFTS
The Major Giving Paradigm
The Point of Philanthropic Inevitability
Morals, Meaning, and Money
The Major Gift Cycle
Identify
Qualify
Develop Strategy
Cultivate (Engage)
Solicit and Negotiate (Invite the Gift)
Acknowledge/Recognize
Steward
Renew
Strategies for Managing the Unmeasurable
Managing Donor Information
Evaluating Fundraiser Success
Allocating Resources
Conclusion – Let's Take a Long Walk Together
Discussion Questions
Application Exercises
CHAPTER THIRTY‐FOUR THE INVITATION TO GIVE
Preparing Personally to Invite Gifts
Audit Asking Anxieties and Strengths
Question Asking Assumptions
Transform Asking into Inviting
Build Knowledge and Seek Experience
Advancing toward the Invitation
Shape Strategic Conversations
Form Meaningful Relationships
Apply Interpersonal Communication Skills
Strategizing for the Giving Invitation
Initiate the Meeting Request
Prepare for the Invitation
Making the Invitation to Give
Open with Intentionality
Involve the Donor
Invite the Gift
Develop the Invitation
Close with a Plan
Conclusion
Discussion Questions
Application Exercises
CHAPTER THIRTY‐FIVE CAMPAIGN ESSENTIALS
Campaign Types
Comprehensive Campaign
Capital Campaign
Endowment Campaign
Major Gift/Special Project Campaign
Giving Day Campaign
Fundamental Structure of a Campaign
Precampaign Planning
EXHIBIT 35.3. CAMPAIGN READINESS TEST (ADAPTED FROM ROSSO 1991)
Quiet Phase
Campaign Kickoff and Public Phase
Campaign Closing and Celebration
Stewardship and Campaign Impact
Conclusion
Discussion Questions
Application Exercises
CHAPTER THIRTY‐SIX PLANNED GIVING PRINCIPLES
The Justification: Why Planned Giving?
The Tools: What Can You Do with It?
Trade a Gift for Income
Increase Tax Benefits
The Messages: How Should You Say It?
The Audience: Where Should You Focus?
Conclusion
Discussion Questions
Application Exercises
CHAPTER THIRTY‐SEVEN DONOR‐ADVISED FUND (DAF) BASICS
Overview of Donor‐Advised Funds
Donor‐Advised Fund History
Donor‐Advised Fund Growth
DAF Giving Process
Opening a DAF Account
Making Grant Recommendations
DAF Strategies and Uses
Benefits of DAF Giving
Fundraising Approaches for DAF Donors
Cultivation
Solicitation
Acknowledgment and Stewardship
Limitations on DAF Giving
Critiques of DAFs
Speed of Grantmaking
Transparency
Trust
Conclusion
Discussion Questions
Application Exercises
CHAPTER THIRTY‐EIGHT OVERVIEW OF GRANTMAKING FOUNDATIONS
A Short History of Grantmaking Foundations
Foundation Practices and Types
Independent Foundations
Operating Foundations
Corporate Foundations
Community Foundations
Factors Influencing Foundation Giving
Organizing for Foundation Fundraising
Six Elements of Approaching Grantmaking Foundations
Research
Mission Congruency
Relationships
Proposal Development
Follow‐Up
Evaluation
Trends and Tensions
Internal Foundation Practices
External Foundation Grantmaking Practices
Conclusion
Discussion Questions
Application Exercises
CHAPTER THIRTY‐NINE BUSINESS SECTOR FUNDRAISING
Background and Current Conditions of Corporate Giving
Types of Corporate Support
Small Business, Big Relationship
Big Corporation, Evolving Relationship
Models of Company Giving
Corporate Productivity Model
Ethical/Altruistic Model
Political Model
Stakeholder Model
Organizing for Corporate Fundraising
The Business Sector Fundraising Case for Support
Prospective Business Sector Donors and Donations
Fundraising Vehicles and the Right Amount
Finalizing the Plan
Solicitation
Stewardship
Conclusion
Discussion Questions
Application Exercises
REFERENCES
INDEX
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