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The secret to getting gifts and making donors feel like winners. Know the best approaches to people-centered fundraising. Understand the role of executive director, fundraisers, program managers, and volunteers in the win-win framework, the importance of listening, the case for a donor-centered approach, and the direct ways these concepts can be applied in a variety of fundraising settings. Includes numerous real-world examples taken from the author's own experience as chief philanthropy officer in nonprofits and as a leader in a well-known national nonprofit consulting company. Thomas D.…mehr
The secret to getting gifts and making donors feel like winners. Know the best approaches to people-centered fundraising. Understand the role of executive director, fundraisers, program managers, and volunteers in the win-win framework, the importance of listening, the case for a donor-centered approach, and the direct ways these concepts can be applied in a variety of fundraising settings. Includes numerous real-world examples taken from the author's own experience as chief philanthropy officer in nonprofits and as a leader in a well-known national nonprofit consulting company. Thomas D. Wilson is the vice president and western regional manager for Campbell & Company. His career in fundraising spans more than 25 years and includes building successful campaigns from inception, reinvigorating stalled initiatives, and board/staff training.
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Thomas D. Wilson is the Vice President and Western Regional Manager for Campbell & Company, a national consulting firm offering nonprofit organizations counsel in advancement planning, fundraising, marketing communications, and executive search. Tom's career in fundraising spans more than a quarter century and includes building successful campaigns from inception, reinvigorating stalled initiatives, and board and staff training.
Inhaltsangabe
Preface xv Acknowledgment xvii About the Author xix PART 1 A WINNING GIFT FOR YOUR DONOR 1 Winning versus Losing 2 How do You Know if It's a Winning Gift? 4 Why Philanthropic Fundraising? 5 Inspire Giving 5 The Six I's of Philanthropic Fundraising 6 Six I's: Step #1-Identify, Qualify, and Research 8 Six I's: Step #2-Introduce, Interact, and Connect 12 Six I's: Step #3-Interests and Needs (Listen) 13 Six I's: Step #4-Inform and Deepen Understanding 13 Six I's: Step #5-Involve, Acknowledge, and Engage 14 Six I's: Step #6-Invest, Recognize, Steward 15 Read On 15 CHAPTER 1 People Centered Fundraising 17 Start with Peoples' Needs 18 How Does Your Organization Benefit the Community? 19 A Public Library 20 A Graduate University 23 Take a Marketing Approach 23 Sales 24 Marketing 25 Importance of Strategic Planning 28 Drucker Self-Assessment Tool 29 How to Be People Centered 31 Individuals 32 In Planned Estate Gift Fundraising 35 Foundations 36 Corporations 37 Communications and Learning Styles 39 Involve Volunteers in Your Fundraising 42 Staff-Driven Fundraising? 45 How to Help Your Organization Become People Centered 46 Apply What You've Learned 48 CHAPTER 2 Donor Values 51 Giving U.S.A. -Sources and Trends in Giving 54 Individuals 56 Sheehy's New Passages 57 Implications of Americans Living Longer on Estate-Gift Fundraising 59 Andrew Carnegie-The Gospel of Wealth 61 Bill Gates 62 Warren Buffett 63 Sandy Weill 64 The Seven Faces of Philanthropy 65 Insights on the Faces 65 Do Tax Incentives Drive Philanthropy? 67 The Millionaire Next Door 68 Women in Philanthropy 72 Millionaire Women Next Door 75 Analytical Donors 76 Family-Advised Funds 77 Leaving a Legacy 77 Foundation Values 78 Community Foundations 80 Corporate Motivations for Giving 81 Why Is All of This Important? 83 Apply What You've Learned 84 CHAPTER 3 Listen 87 Become a Deep Listener 88 What Others Advise on Listening 91 Share Yourself 97 Collective Listening 98 Listening to Create a Major Gifts Club 99 Written Surveys 100 Participative Focus Groups 103 Board and Strategic Planning Retreats 109 Listening to a Specific Donor 109 Discovery Calls 110 Requesting the Interview 111 Thank-You Visits 112 Philanthropic Market Research Studies 114 Listening Tools 114 Supplemental Interviews by Staff 116 What Is Different with Corporations and Foundations? 116 Listening to Corporations 116 Listening to Foundations 118 Readiness Interviews after the Study 119 Listening during the Ask 120 Listen for Gifting Noises 121 When You're Invited to Listen 122 Apply What You've Learned 123 PART II SEEK WINNING GIFTS FOR YOUR ORGANIZATION 127 Gladwell-The Tipping Point 129 The Law of the Few 129 Champions 130 Connectors 131 Salespeople 132 The Stickiness Factor 133 The Power of Context 134 Implications for Philanthropic Fundraising 135 Cialdini-Ethical Influence 136 #1 Reciprocation-Be the First to Give 137 #2 Scarcity-Unique Features, Exclusive Information 138 #3 Authority-Show Knowing, Admit Weakness First 138 #4 Commitments-From Public Positions (Small and Build) 139 #5 Liking-Make Friends to Influence People 140 #6 Consensus-Unleash People Power by Showing Responses of Others 140 Summary 141 CHAPTER 4 Make Your Case 143 Make Your Case Memorable 144 The Annual Fund Case 148 The Case for Building Campaigns 150 Building Budget Planning for Fundraising 153 The Case for Endowment 157 How Endowment Works 159 Endowment Examples 162 What to Do for Financially Fragile Organizations 166 The Role of Planned Estate Gifts for Endowment Cases 172 The Case for Comprehensive Campaigns 173 Case Statement Formats 174 Presentation Guide 176 The Process of Case Refinement 178 Share Internally 178 Audition Externally 181 Processing the Complex Case 184 Importance of the One-on-One Interview 186 Lock in Your Case 187 Make a Movie 187 Make it Stick 188 Ways to Achieve Top-of-Mind Understanding of Your Case 190 Resurrecting Good Memories 191 Creating Memories 192 Importance of Mementos 193 Newsletters, Letters, and E-mail Communications 193 Mass and Target Marketing 194 Do You Always Need to Make Your Case? 197 Apply What You've Learned 200 CHAPTER 5 The Win-Win Ask 203 The Ideal Ask Team 205 Prepare for the Ask 210 The Written Proposal 212 How Much Should We Ask For? 213 Recruiting and Preparing the Ask Team 216 The Pregnant Pause 219 Final Preparation Steps 220 Make the Ask 221 Asking Tools 221 Popping the Question 225 The Role of Challenge Gifts 226 The Triple Ask 228 What's Different about Corporate Requests? 229 How Do Foundation Requests Work? 231 If You Get an ''I Need to Think About It'' 232 If You Get a ''No'' 233 If You Get a ''Yes'' 234 Thank the Donor 236 Detect and Conquer Asking Obstacles 236 #1 Don't Understand the Impact of the Gift 237 #2 Outrageous Goal 238 #3 Lack of Information 239 #4 Focus Diffusion 241 #5 No Transaction 242 #6 Can't Say the Number 243 #7 One Leg at a Time 244 #8 Don't Want to Ask My Friends 244 #9 Can't Ask My Family 246 #10 Telephobia 247 #11 Image Rejection 248 #12 Overpreparation 249 #13 Disorganized 250 #14 Afraid to Talk about Death 251 Personalize These Obstacles 252 Summarizing the Win-Win Ask 253 Apply What You've Learned 253 CHAPTER 6 After Winning the Gift 255 A Thank-You System 256 Involve Your Asking Team 257 Others Can Participate in the Fun of Thanking Donors 258 Thresholds of The Thank-You System 260 Tier One-All Annual Gifts of $5,000 or More and All Capital Gifts of $25,000 or More 260 Tier Two-All Annual Gifts of $1,000 or More and All Capital Gifts of $10,000 or More 261 Tier Three-All Annual Gifts Up to $1,000 and All Capital Gifts Up to $10,000 262 Gifts of Stock and Other Appreciated Assets 264 Recognition Opportunities 266 Power of Gift Clubs 267 Value of the Donor Wall 268 Commemorative Naming Opportunities 269 Recognition Events 274 Planned Estate Gifts 275 Kaizen 277 Stewardship 277 Reports 279 Events 281 Personal Stewardship 282 Director of Stewardship Movement 283 Others Are Starting to Hold You Accountable 283 Good Stewardship Is Good for Fundraising 285 Apply What You've Learned 287 Coda-The Summary Review 289 Postlude 293 Appendixes 295 A-Definition of Steps in The Six I's of Philanthropic Fundraising 297 B-Written Survey Form 299 C-Donor Bill of Rights 303 D-AFP Code of Ethics for Professional Philanthropic Fundraisers 305 E-Gentle Letter of Intent 307 Index 309
Preface xv Acknowledgment xvii About the Author xix PART 1 A WINNING GIFT FOR YOUR DONOR 1 Winning versus Losing 2 How do You Know if It's a Winning Gift? 4 Why Philanthropic Fundraising? 5 Inspire Giving 5 The Six I's of Philanthropic Fundraising 6 Six I's: Step #1-Identify, Qualify, and Research 8 Six I's: Step #2-Introduce, Interact, and Connect 12 Six I's: Step #3-Interests and Needs (Listen) 13 Six I's: Step #4-Inform and Deepen Understanding 13 Six I's: Step #5-Involve, Acknowledge, and Engage 14 Six I's: Step #6-Invest, Recognize, Steward 15 Read On 15 CHAPTER 1 People Centered Fundraising 17 Start with Peoples' Needs 18 How Does Your Organization Benefit the Community? 19 A Public Library 20 A Graduate University 23 Take a Marketing Approach 23 Sales 24 Marketing 25 Importance of Strategic Planning 28 Drucker Self-Assessment Tool 29 How to Be People Centered 31 Individuals 32 In Planned Estate Gift Fundraising 35 Foundations 36 Corporations 37 Communications and Learning Styles 39 Involve Volunteers in Your Fundraising 42 Staff-Driven Fundraising? 45 How to Help Your Organization Become People Centered 46 Apply What You've Learned 48 CHAPTER 2 Donor Values 51 Giving U.S.A. -Sources and Trends in Giving 54 Individuals 56 Sheehy's New Passages 57 Implications of Americans Living Longer on Estate-Gift Fundraising 59 Andrew Carnegie-The Gospel of Wealth 61 Bill Gates 62 Warren Buffett 63 Sandy Weill 64 The Seven Faces of Philanthropy 65 Insights on the Faces 65 Do Tax Incentives Drive Philanthropy? 67 The Millionaire Next Door 68 Women in Philanthropy 72 Millionaire Women Next Door 75 Analytical Donors 76 Family-Advised Funds 77 Leaving a Legacy 77 Foundation Values 78 Community Foundations 80 Corporate Motivations for Giving 81 Why Is All of This Important? 83 Apply What You've Learned 84 CHAPTER 3 Listen 87 Become a Deep Listener 88 What Others Advise on Listening 91 Share Yourself 97 Collective Listening 98 Listening to Create a Major Gifts Club 99 Written Surveys 100 Participative Focus Groups 103 Board and Strategic Planning Retreats 109 Listening to a Specific Donor 109 Discovery Calls 110 Requesting the Interview 111 Thank-You Visits 112 Philanthropic Market Research Studies 114 Listening Tools 114 Supplemental Interviews by Staff 116 What Is Different with Corporations and Foundations? 116 Listening to Corporations 116 Listening to Foundations 118 Readiness Interviews after the Study 119 Listening during the Ask 120 Listen for Gifting Noises 121 When You're Invited to Listen 122 Apply What You've Learned 123 PART II SEEK WINNING GIFTS FOR YOUR ORGANIZATION 127 Gladwell-The Tipping Point 129 The Law of the Few 129 Champions 130 Connectors 131 Salespeople 132 The Stickiness Factor 133 The Power of Context 134 Implications for Philanthropic Fundraising 135 Cialdini-Ethical Influence 136 #1 Reciprocation-Be the First to Give 137 #2 Scarcity-Unique Features, Exclusive Information 138 #3 Authority-Show Knowing, Admit Weakness First 138 #4 Commitments-From Public Positions (Small and Build) 139 #5 Liking-Make Friends to Influence People 140 #6 Consensus-Unleash People Power by Showing Responses of Others 140 Summary 141 CHAPTER 4 Make Your Case 143 Make Your Case Memorable 144 The Annual Fund Case 148 The Case for Building Campaigns 150 Building Budget Planning for Fundraising 153 The Case for Endowment 157 How Endowment Works 159 Endowment Examples 162 What to Do for Financially Fragile Organizations 166 The Role of Planned Estate Gifts for Endowment Cases 172 The Case for Comprehensive Campaigns 173 Case Statement Formats 174 Presentation Guide 176 The Process of Case Refinement 178 Share Internally 178 Audition Externally 181 Processing the Complex Case 184 Importance of the One-on-One Interview 186 Lock in Your Case 187 Make a Movie 187 Make it Stick 188 Ways to Achieve Top-of-Mind Understanding of Your Case 190 Resurrecting Good Memories 191 Creating Memories 192 Importance of Mementos 193 Newsletters, Letters, and E-mail Communications 193 Mass and Target Marketing 194 Do You Always Need to Make Your Case? 197 Apply What You've Learned 200 CHAPTER 5 The Win-Win Ask 203 The Ideal Ask Team 205 Prepare for the Ask 210 The Written Proposal 212 How Much Should We Ask For? 213 Recruiting and Preparing the Ask Team 216 The Pregnant Pause 219 Final Preparation Steps 220 Make the Ask 221 Asking Tools 221 Popping the Question 225 The Role of Challenge Gifts 226 The Triple Ask 228 What's Different about Corporate Requests? 229 How Do Foundation Requests Work? 231 If You Get an ''I Need to Think About It'' 232 If You Get a ''No'' 233 If You Get a ''Yes'' 234 Thank the Donor 236 Detect and Conquer Asking Obstacles 236 #1 Don't Understand the Impact of the Gift 237 #2 Outrageous Goal 238 #3 Lack of Information 239 #4 Focus Diffusion 241 #5 No Transaction 242 #6 Can't Say the Number 243 #7 One Leg at a Time 244 #8 Don't Want to Ask My Friends 244 #9 Can't Ask My Family 246 #10 Telephobia 247 #11 Image Rejection 248 #12 Overpreparation 249 #13 Disorganized 250 #14 Afraid to Talk about Death 251 Personalize These Obstacles 252 Summarizing the Win-Win Ask 253 Apply What You've Learned 253 CHAPTER 6 After Winning the Gift 255 A Thank-You System 256 Involve Your Asking Team 257 Others Can Participate in the Fun of Thanking Donors 258 Thresholds of The Thank-You System 260 Tier One-All Annual Gifts of $5,000 or More and All Capital Gifts of $25,000 or More 260 Tier Two-All Annual Gifts of $1,000 or More and All Capital Gifts of $10,000 or More 261 Tier Three-All Annual Gifts Up to $1,000 and All Capital Gifts Up to $10,000 262 Gifts of Stock and Other Appreciated Assets 264 Recognition Opportunities 266 Power of Gift Clubs 267 Value of the Donor Wall 268 Commemorative Naming Opportunities 269 Recognition Events 274 Planned Estate Gifts 275 Kaizen 277 Stewardship 277 Reports 279 Events 281 Personal Stewardship 282 Director of Stewardship Movement 283 Others Are Starting to Hold You Accountable 283 Good Stewardship Is Good for Fundraising 285 Apply What You've Learned 287 Coda-The Summary Review 289 Postlude 293 Appendixes 295 A-Definition of Steps in The Six I's of Philanthropic Fundraising 297 B-Written Survey Form 299 C-Donor Bill of Rights 303 D-AFP Code of Ethics for Professional Philanthropic Fundraisers 305 E-Gentle Letter of Intent 307 Index 309
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