Fundraising Principles and Practice

Auteur

ADRIAN SARGEANT is the Co-Director of the Institute for Sustainable Philanthropy in the U.K. Professor Sargeant is widely regarded as the leading academic authority on fundraising. JEN SHANG is the world's only Philanthropic Psychologist. She is currently Co-Director at the Institute for Sustainable Philanthropy in the U.K.

Texte du rabat

Fundraising is the engine that makes nonprofit organizations go. It's the critical component that supports and maintains all activities, and it forms the foundation of the organization itself. That's why steady management, effective methods, and the most up-to-date tools are vital to the role. Truly outstanding fundraisers also bring to the table a familiarity with donor psychology that enables them to perform to their utmost capability. Fundraising Principles and Practice covers all these areas. Based on the latest fundraising-related research from the fields of economics, psychology, social psychology, and sociology, this one-of-a-kind text offers interpretations that explore the implications of research for modern fundraising practice. It also provides numerous case studies and examples--updated and refreshed for this Third Edition--to illustrate the principles that it explains.

Excellent for current practitioners and students alike, this is the only fundraising textbook with an integrated pedagogical approach to ensure understanding and retention of information. The book also comes with access to a companion website where readers can enhance their learning and test their knowledge.

With this updated edition, leading fundraising scholars Adrian Sargeant and Jen Shang bring Fundraising Principles and Practice up to date with new research, the latest best practices, and a new look at how leadership and organizational culture contribute to outsized fundraising success. The book thus remains well placed to provide a core understanding of fundraising today, both for undergraduate and graduate classes in the subject.

Contenu

Figures and Tables xvii

Preface xxiii

Acknowledgments xxvii

The Authors xxix

1 Introduction to the Nonprofit Sector 1

Objectives 1

Introduction 1

A "Third" Sector 2

A Tax-Based Definition 6

A Structural-Operational Definition 11

Size and Economic Significance of the Nonprofit Sector 13

Sources of Income 16

Philanthropic Income 17

Summary 20

Discussion Questions 22

References 22

2 The Development of a Profession 25

Objectives 25

Introduction 25

Early American Fundraising 26

The Great Philanthropists 29

Key Historical Figures 30

Toward a Profession 32

Looking to the Future 40

So Who Are Our Fundraisers? 44

Retaining Fundraisers 45

Summary 48

Discussion Questions 48

References 49

3 The Ethics of Professional Fundraising 53
Ian MacQuillin

Objectives 53

Introduction 54

Ethics 101 55

Fundraising Ethics 60

Applying Normative Fundraising Ethics in Practice 77

Summary 82

Discussion Questions 84

References 85

4 Individual Giving Behavior 89

Objectives 89

Introduction 89

Who Gives? 90

Motivation 94

Self-Interest Versus Altruism 96

Emotions as Motives 98

The Role of Empathy 100

The Role of Values 102

Modeling Donor Behavior 103

Attention 103

Perception 106

Emotion 108

Knowledge and Memory 112

Attitudes 116

Donor Decision Making 123

Feedback 126

Alternative Models 128

Summary 130

Discussion Questions 131

References 132

5 Social Influences On Giving 141

Objectives 141

Introduction 142

A Social Giving Model 142

Societal Environment 143

Social Environment 144

Summary 161

Discussion Questions 162

References 163

6 Fundraising Planning: The Fundraising Audit 167

Objectives 167

Introduction 167

A Planning Framework 168

The Fundraising Audit 171

Analytical Tools 185

Fundraising Metrics 195

Conducting an Audit in a Small Nonprofit 196

The SWOT Analysis 197

Summary 199

Discussion Questions 199

References 200

7 Fundraising Planning 201

Objectives 201

Introduction 201

Setting Fundraising Objectives 202

Key Strategies 206

Overall Direction 207

Market Segmentation: Segmenting Individual Donor Markets 209

Segmenting Business Markets 215

Targeting 217

Positioning Strategy 219

Branding 222

Case for Support 232

Tactical Plans 233

Budget 233

Scheduling 235

Monitoring and Control 235

Selection of an Appropriate Planning Framework 236

Summary 236

Discussion Questions 238

References 238

8 Articulating the Case for Support 241

Objectives 241

Introduction 241

Storytelling 255

Summary 260

Discussion Questions 261

References 261

9 Assessing Fundraising Performance 265

Objectives 265

Introduction 265

Aggregate Fundraising Ratios 266

Conducting a Fundraising ROI Analysis 273

Other Performance Measures 278

Benchmarking Fundraising Cost 281

Sector Benchmarking Initiatives 284

Taking Investment Decisions 289

Accounting for Risk 300

Making the Case for Investment 300

Summary 301

Discussion Questions 302

References 303

10 Direct Response Fundraising 305

Objectives 305

Introduction 305

Cornerstones of Direct Response 307

Acquisition Planning 309

Setting Recruitment Objectives 310

Segmentation 311

Profiling 313

Targeting 314

Media Selection and Planning 315

Two-Step Campaigns 336

The Nature of the Fundraising Message 336

Fulfillment 344

Budgeting Control and Evaluation 344

Summary 346

Discussion Questions 347

References 347

11 Digital Fundraising 349
Adrian Sargeant and Steven Shattuck

Objectives 349

Introduction 349

Key Sources of Information 350

A Digital Fundraising Mix 351

Search Engine Optmization (SEO) 352

Digital Public Relations 362

Display Advertising 363

Opt-In Email 368

Viral Marketing 376

Website Design and Optimization 382

Giving Page Design 383

Mobile 390

Conclusion 395

Discussion Questions 395

References 395

12 Social Media 397
Steven Shattuck and Adrian Sargeant

Objectives 397

Introduction 397

The Major Players 399

Other Social Networks 406

Developing a Strategy 407

Formulating a Content Strategy 410

Integrating Your Approach 413

Leveraging Fans, Followers, and Influencers 418

Algorithms and Getting Your Content Seen 421

Measuring the Effectiveness of Your Social Media Efforts 424

Safeguarding Contacts 426

Summary 426

Discussion Questions 427

References 427

13 Donor Retention and Development 431

Objectives 431

Introduction 431

What Do We Mean By Loyalty and Retention? 433

Recruiting the Right People 435

Building Donor Loyalty and Retention 438

Planning for Retention 446

Relationship Fundraising 452

Calculating Donor Value 459

Segmenting for Growth 467

Loyalty Metrics 472

Summary 474

Discussion Questions 474

References 475

14 Major Gift Fundraising 479
Robert F. Hartsook and Adrian Sargeant

Objectives 479

Introduction 479

Characteristics of Major Givers 481

Motives of Major Givers 483

Major Donor Recruitment 490

Summary 508

Discussion Questions 509

References 509

15 Bequest, In Memoriam, and Tribute Giving 513
Claire Routley and Adrian Sargeant

Objectives 513

Introduction 513

Estate Planning 517

Who Leaves Bequests? 523

Why Do People Give? 524

Legacy-Specific Motives 530

Soliciting Bequests 534

Talking the Language of Bequest 538

Stewarding Bequest Donors 540

Systems and Processes 541

In-Memory Giving 542

Summary 546

Discussion Questions 546

References 547

16 Planned Giving 551
Matt Beem and Adrian Sargeant

Objectives 551

Introduction 551 …