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Fundraising Fundamentals: A Guide to Annual Giving for Professionals and Volunteers, 2nd Edition
Author: James M. Greenfield
ISBN Number: 9780471209874
Publish Date: March 15, 2002
Publisher: Wiley; 2nd edition
For many nonprofits, annual giving is the fuel source that will fund their programs and services throughout the year. A successful campaign requires constant creativity, enthusiasm, energy, and immediate results, which makes it a most challenging endeavor.
Fundraising Fundamentals presents step-by-step guidelines for carrying out all aspects of an annual giving campaign that begins with direct mail solicitation and expands using membership organizations, donor clubs, special and benefit events, and volunteer solicitation to illustrate how to develop a total annual giving program using these reliable methods and techniques. Supported by a generous supplement of authentic case studies and examples, this updated Second Edition covers the latest strategies for telephone, telemarketing, and Internet solicitation, as well as approaches to soliciting from corporations and foundations.
Nine principal methods of annual giving are detailed here along with expert advice on managing each of these multiple fundraising methods as a comprehensive program. Whether you are a professional or volunteer, learning how to orchestrate these nine principal methods to build on one another will help you raise more money and establish lasting relationships with donors. Other means of fundraising are addressed to supplement the principal nine, such as advertisements and coupons, door-to-door solicitation, federated campaigns, gambling and games of chance, and cause-related marketing. A comprehensive section on managing the annual giving program provides invaluable information on performance measurement, budget preparation and management, cost-benefit standards and guidelines, financial accounting, gift reporting, and much more.
With sample forms and letters, checklists, and charts, Fundraising Fundamentals contains everything you need to manage and carry out a comprehensive annual giving program with maximum efficiency and effectiveness.
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