Unlock new growth opportunities by transforming your organization's approach to fundraising In Great Fundraising Organizations, renowned nonprofit consultant Alan Clayton delivers a proven blueprint for charities and non-profits worldwide to scale their fundraising efforts and their effectiveness. Based on data gathered over twenty years of work with more than 500 organizations including Unicef and WWF, this book explains exactly what works and why, revealing to readers the rigorously researched mindsets, strategies, and practices in use by Great Fundraising Organizations (GFOs)--rare…mehr
Unlock new growth opportunities by transforming your organization's approach to fundraising In Great Fundraising Organizations, renowned nonprofit consultant Alan Clayton delivers a proven blueprint for charities and non-profits worldwide to scale their fundraising efforts and their effectiveness. Based on data gathered over twenty years of work with more than 500 organizations including Unicef and WWF, this book explains exactly what works and why, revealing to readers the rigorously researched mindsets, strategies, and practices in use by Great Fundraising Organizations (GFOs)--rare organizations that have the ability to unlock the fundraising revenue they need to meet or exceed performance and mission goals. Accessible, confident, and infused with Clayton's signature style of observational humor, this book delivers everything readers need to fundraise more effectively with certainty, clarity, and confidence. Some of the ideas explored by Clayton include: * Evidence to explain why some non-profits dramatically grow their revenues whilst others don't. * What makes leadership for a Great Fundraising Organization different. * That a precise set of internal behaviours are more important in driving growth than external factors. * Why some fundraising communications drive growth and why some don't. Great Fundraising Organizations earns a well-deserved spot on the bookshelves of nonprofit CEOs, directors of fundraising, board chairs and members, and all fundraising professionals seeking to apply tried-and-tested methods for fundraising success and growth to their organizations.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
ALAN CLAYTON is the founder and CEO of Revolutionise International, a fourteen-year-old consultancy that works with name-brand NGOs worldwide to "accelerate people with purpose." His firm has helped more than 500 organizations, including UNICEF, WWF, Oxfam, and many smaller and medium sized nonprofits solve their problems through a signature blend of research, teaching, and execution.
Inhaltsangabe
Foreword xiii Introduction: "How Can It Be So Hard to Save a Child?" 1 Learning from the Best 3 Research on the Great Fundraising Organizations 5 Discovering the Red Dot 7 Turning Intuition into Methodology 10 What You Can Expect from This Book 13 The Delight of Doing a Good Thing 15 Part I Triggering the Red Dot 19 1 Two Businesses, One Mission 21 Two Businesses 24 Three Conflicts 30 Cultural Conflict 30 Investment Conflict 33 Communications Conflict 35 Be the Best at Both 37 Respect and Dialogue 38 Education 39 A Shared Ambition 40 What Can You Do? 41 2 From Governance to Growth: The Trifecta 47 The Trifecta Is a Leadership Issue 53 Think Big Picture 55 Focus on Leading People 55 Live with Uncertainty 55 Shifting Mindsets: From Governance to Growth 56 3 Alignment Begins with the New Ambition 65 Cascading Effect 69 Communications Hierarchy 70 Purpose Versus New Ambition 72 "We Have a Problem. You Can Help Solve It." 75 4 Not Any Ambition Will Do 83 Pragmatism to Idealism 86 Why, What, How 90 Differentiate Your Organization 91 Problem 91 Proposed Solution 91 Personality 92 Passion 92 Checklist for a Good Ambition 92 5 Investment and Ambition 101 Deciding Your Financial Aspiration 104 The Power of Long-Term Thinking 107 Understanding Investment 111 Types of Investments 113 Sources of Investment 114 Calculating Investment 115 6 Culture and Ambition 121 Why a Donor-Conscious Organization? 125 What Stops Great Fundraising? 127 Creating a Donor-Conscious Organization 128 Quality Management Systems: Building Blocks for Great Fundraising 128 Memetics 131 Part II Striving for Emotional Excellence 139 7 You Are in the Emotions Business 141 Prejudice Against Emotions 145 Truth Well-Told 147 The Science of Storytelling: Focus Your Emotion 149 Find Your Magic 151 8 Identifying Donor Needs 159 Identifying Versus Changing Needs 162 Why People Give 164 Healing 164 Happiness 165 Self-Esteem 165 Connection 166 Meaningful Life 166 Identifying Your Donors 167 Identifying Your Donor's Needs 171 Psychographic Model 171 Biological Model 175 Identity Model 176 9 Meeting Donor Needs: Creating Great Fundraising Communications 183 Meeting Donor Needs 186 Exquisite Stories 190 Creating Great Fundraising Communications 195 Where Does Brand Fit In? 198 10 Financial Leadership 205 Understand Lifetime Value and Growth 208 Test to Make Ideas Work 210 Test 1: Will Anyone Give to Us? 211 Test 2: Improve Cost per Acquisition 212 Test 3: Look at All the Details 212 Test 4: How Do You Maximize Lifetime Value? 213 Be Proactive 214 Get on the Front Foot 215 Train Them on the Financials 215 Change How You Report Progress and Learnings 216 Help the Senior Leadership Team Manage Risk 217 Be Financially Astute 217 11 Leadership Decisions 221 Hierarchy of Purpose 224 Fear of Criticism 226 12 How to Get Going 233 Eight Steps to Success 238 Build Your Troupe 239 Train Your Leadership 239 Create a New Ambition 240 Embed the Culture 240 Data 241 Create an Investment Plan 241 Line Up and Go 241 Keep Going 242 Bonus: Do it all Again 242 Conclusion 249 Acknowledgments 255 Index 259
Foreword xiii Introduction: "How Can It Be So Hard to Save a Child?" 1 Learning from the Best 3 Research on the Great Fundraising Organizations 5 Discovering the Red Dot 7 Turning Intuition into Methodology 10 What You Can Expect from This Book 13 The Delight of Doing a Good Thing 15 Part I Triggering the Red Dot 19 1 Two Businesses, One Mission 21 Two Businesses 24 Three Conflicts 30 Cultural Conflict 30 Investment Conflict 33 Communications Conflict 35 Be the Best at Both 37 Respect and Dialogue 38 Education 39 A Shared Ambition 40 What Can You Do? 41 2 From Governance to Growth: The Trifecta 47 The Trifecta Is a Leadership Issue 53 Think Big Picture 55 Focus on Leading People 55 Live with Uncertainty 55 Shifting Mindsets: From Governance to Growth 56 3 Alignment Begins with the New Ambition 65 Cascading Effect 69 Communications Hierarchy 70 Purpose Versus New Ambition 72 "We Have a Problem. You Can Help Solve It." 75 4 Not Any Ambition Will Do 83 Pragmatism to Idealism 86 Why, What, How 90 Differentiate Your Organization 91 Problem 91 Proposed Solution 91 Personality 92 Passion 92 Checklist for a Good Ambition 92 5 Investment and Ambition 101 Deciding Your Financial Aspiration 104 The Power of Long-Term Thinking 107 Understanding Investment 111 Types of Investments 113 Sources of Investment 114 Calculating Investment 115 6 Culture and Ambition 121 Why a Donor-Conscious Organization? 125 What Stops Great Fundraising? 127 Creating a Donor-Conscious Organization 128 Quality Management Systems: Building Blocks for Great Fundraising 128 Memetics 131 Part II Striving for Emotional Excellence 139 7 You Are in the Emotions Business 141 Prejudice Against Emotions 145 Truth Well-Told 147 The Science of Storytelling: Focus Your Emotion 149 Find Your Magic 151 8 Identifying Donor Needs 159 Identifying Versus Changing Needs 162 Why People Give 164 Healing 164 Happiness 165 Self-Esteem 165 Connection 166 Meaningful Life 166 Identifying Your Donors 167 Identifying Your Donor's Needs 171 Psychographic Model 171 Biological Model 175 Identity Model 176 9 Meeting Donor Needs: Creating Great Fundraising Communications 183 Meeting Donor Needs 186 Exquisite Stories 190 Creating Great Fundraising Communications 195 Where Does Brand Fit In? 198 10 Financial Leadership 205 Understand Lifetime Value and Growth 208 Test to Make Ideas Work 210 Test 1: Will Anyone Give to Us? 211 Test 2: Improve Cost per Acquisition 212 Test 3: Look at All the Details 212 Test 4: How Do You Maximize Lifetime Value? 213 Be Proactive 214 Get on the Front Foot 215 Train Them on the Financials 215 Change How You Report Progress and Learnings 216 Help the Senior Leadership Team Manage Risk 217 Be Financially Astute 217 11 Leadership Decisions 221 Hierarchy of Purpose 224 Fear of Criticism 226 12 How to Get Going 233 Eight Steps to Success 238 Build Your Troupe 239 Train Your Leadership 239 Create a New Ambition 240 Embed the Culture 240 Data 241 Create an Investment Plan 241 Line Up and Go 241 Keep Going 242 Bonus: Do it all Again 242 Conclusion 249 Acknowledgments 255 Index 259
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