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More About This Title Fundraising Principles and Practice
English
Praise for fundraising principles and practice
"Not only will fundraisers benefit from this comprehensive yet accessible text, but this should be required reading for all nonprofit practitioners and scholars. Reading this book will provide valuable insight on a vital subject and enhance the success of any fundraising effort."
?John B. Ford, president, Academy of Marketing Science and professor of marketing, Old Dominion University
"This is not just a how-to-do-it book. Rather, it provides deep knowledge about the nonprofit sector, its role in society, and the values and psychology of giving that is essential to responsible and effective fundraising."
?Paul Brest, president, William and Flora Hewlett Foundation and author, Money Well Spent
"Adrian Sargeant is the world's foremost fundraising scholar. This text will be invaluable to the beginner, but new research findings mean it should also be a must read for established practitioners."
?Steve Thomas, co-chair, Resource Alliance, and chairman, Stephen Thomas Ltd, Toronto
"Designed and written to fill the void in current fundraising and development textbooks for both undergraduate and graduate students studying nonprofit management and leadership, Fundraising Principles and Practice surpasses my expectations for a comprehensive approach that will benefit American Humanics programs."
?SueAnn Strom, vice president, Academic Partnerships, American Humanics®, Inc.
"Sargeant is the accessible academic and this is typical of his work. It is rigorously researched, clear, concise, well written, well presented and entirely appropriate. Any fundraiser who knows what Adrian knows will outperform the others. It's as simple as that."
?Ken Burnett, author, Relationship Fundraising and The Zen of Fundraising
English
Adrian Sargeant is the Robert F. Hartsook Professor of Fundraising at Indiana University; professor of nonprofit marketing and fundraising at Bristol Business School in the United Kingdom; and adjunct professor of philanthropy at the Australian Centre for Philanthropy and Nonprofit Studies at Queensland University of Technology, Brisbane, Australia. The managing editor of the International Journal of Nonprofit and Voluntary Sector Marketing, he has authored numerous articlesand books.
Jen Shang is a professor and philanthropic psychologist at the School of Public and Environmental Affairs at Indiana University–Bloomington. Her work has been featured in the Chronicle of Philanthropy, Advancing Philanthropy, Nonprofit Times, and The New York Times.
English
Figures, Tables, and Exhibits xv
Preface xxiii
Acknowledgments xxvii
The Authors xxix
Part One: Introduction to Fundraising and Donor Behavior 1
1 Introduction to the Nonprofit Sector 3
A “Third” Sector 4
A Tax-Based Definition 7
A Structural-Operational Definition 14
Size and Economic Significance of the Nonprofit Sector 15
Sources of Income 19
Philanthropic Income 20
Summary 23
Discussion Questions 24
2 The Development of a Profession 25
Early American Fundraising 26
The Great Philanthropists 28
Key Historical Figures 29
Toward a Profession 31
Looking to the Future 39
Summary 42
Discussion Questions 42
3 Ethical Fundraising 44
Eugene R. Tempel and Sarah K. Nathan
Obedience to the Unenforceable 46
The AFP Code of Ethical Principles and Standards 48
The Donor Bill of Rights 51
Common Ethical Dilemmas 53
Adopting Professional Codes 59
Summary 59
Discussion Questions 60
4 Individual Giving Behavior 61
Who Gives? 62
Motivation 66
Definitions of Donor Behavior 72
Modeling Donor Behavior 73
Donor Decision Making 90
Feedback 92
Alternative Models 93
Summary 95
Discussion Questions 96
5 Social Influences on Giving 97
A Social Giving Model 98
Societal Environment 100
Social Environment 100
Summary 111
Discussion Questions 112
Part Two: Fundraising Planning 113
6 Fundraising Planning: The Fundraising Audit 115
A Planning Framework 116
The Fundraising Audit 119
Analytical Tools 132
Fundraising Metrics 140
Conducting an Audit in a Small Nonprofit 142
The SWOT Analysis 143
Summary 144
Discussion Questions 145
7 Fundraising Planning 146
Setting Fundraising Objectives 147
Key Strategies 151
Tactical Plans 181
Budget 182
Scheduling 183
Monitoring and Control 184
Selection of an Appropriate Planning Framework 185
Summary 186
Discussion Questions 187
8 The Case for Support 188
Timothy L. Seiler and Eva E. Aldrich
Preparing the Case 189
Case Expressions 194
Effective Case Expressions for Fundraising 195
Summary 198
Discussion Questions 199
9 Assessing Fundraising Performance 200
Aggregate Fundraising Ratios 201
Conducting a Fundraising ROI Analysis 207
Other Measures of Performance 213
Benchmarking Fundraising Costs 214
Sector Benchmarking Initiatives 217
Making Investment Decisions 221
Accounting for Risk 231
Making the Case for Investment 232
Summary 233
Discussion Questions 234
Part Three: Fundraising Methods 237
10 Direct Response Fundraising 239
Cornerstones of Direct Response 241
Acquisition Planning 243
Summary 275
Discussion Questions 275
11 Fundraising Online: Techniques and Tools 276
Ted Hart and Adrian Sargeant ePhilanthropy 279
Web Site Strategy 279
Fundraising Online 283
Online Communication Metrics 306
Summary 310
Discussion Questions 311
12 Donor Retention and Development 312
What Is Loyalty? 315
Recruiting the Right People 316
Building Donor Loyalty 319
Planning for Retention 328
Relationship Fundraising 334
Calculating Donor Value 336
Segmenting for Growth 345
Loyalty Metrics 349
Summary 350
Discussion Questions 350
13 Major Gift Fundraising 351
Robert F. Hartsook and Adrian Sargeant
Characteristics of Major Givers 352
Motives of Major Givers 354
Major Donor Recruitment 359
Summary 375
Discussion Questions 375
14 Bequest, In Memoriam, and Tribute Giving 377
Will Making 381
Charitable Bequest Giving 384
Motives for Charitable Bequest Giving 389
Soliciting Bequests 393
Talking the Language of Bequest 398
Memorial and Tribute Fundraising 403
Summary 405
Discussion Questions 405
15 Planned Giving 407
Matthew J. Beem and Adrian Sargeant
Planned Giving Vehicles 410
Donor Motivation 420
Soliciting Planned Gifts 422
Planned Gift Donor Stewardship 425
Planned Gift Donor Appreciation 426
Managing the Planned Giving Function 427
Summary 429
Discussion Questions 430
16 Corporate Giving and Fundraising 431
Dwight F. Burlingame and Adrian Sargeant
History 433
Why Do Corporations Give? 434
Forms of Business Support 439
Cause-Related Marketing 443
Who to Ask? Selecting the Right Organization 447
Benefits and Pitfalls 450
Fundraising Planning 452
Summary 459
Discussion Questions 460
17 Grant Fundraising 461
Definitions and Categories 462
Foundation Funding Trends 463
Preparation and Planning 465
Foundation Research 468
Assessment and Prioritization 471
Initial Contact 471
Application and Proposal 472
Relationship Building 478
The Grant Cycle 478
Why Applications Fail 479
International Funding 482
Summary 483
Discussion Questions 484
Part Four: Fundraising and Civil Society 487
18 Managing Fundraising Volunteers 489
Walter Wymer and Adrian Sargeant
Formal Versus Informal Volunteering 492
Volunteer Recruitment 497
Retention Strategies 509
Program Evaluation 515
Summary 516
Discussion Questions 517
19 Fundraising Events 519
Karin Cox
A Typology of Events 521
Anatomy of an Event 531
Evaluating Fundraising Events 535
Summary 538
Discussion Questions 538
20 Women and Philanthropy 540
Debra J. Mesch and Andrea Pactor
Capacity for Giving 541
Barriers to Women’s Giving 542
Gender Matters 543
Women’s Influence in Decision Making 544
Generational Differences 545
New Models of Engagement 547
Value of Donor Education 551
Women as Donors: The Fundraising Strategy 552
Measuring Impact 557
Summary 558
Discussion Questions 558
21 Public Trust and Confidence 560
Trust and Confidence 563
Building Trust in the Sector 565
Lessons from Across the Pond 570
Growing Confidence in the Nonprofit Sector 572
Building Trust in Organizations 576
Building Confidence in Organizations 577
Summary 580
Discussion Questions 581
22 The Social Role of Fundraising 582
Richard B. Gunderman
The Role of Giving 583
Human Flourishing 585
The Long View 587
Priorities 588
Fundraisers’ Dreams 591
Summary 593
Discussion Questions 593
References 595
Name Index 627
Subject Index 633
