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Fundraising Principles and Practice. Edition No. 3

  • Book

  • 816 Pages
  • April 2024
  • John Wiley and Sons Ltd
  • ID: 5910555
Adopt an organized approach to fundraising planning

In it’s third edition Fundraising Principles and Practice is a unique resource for students and professionals seeking to deepen their understanding of fundraising in the current nonprofit environment. Based on emerging research in economics, psychology, social psychology, and sociology, this book comprehensively analyzes the factors that impact the fundraising role in the nonprofit sector. Readers will explore donor behavior, decision making, and social influences on giving. Building upon that background, authors Adrian Sargeant and Jen Shang then describe today's fundraising methods, tools, and practices. A robust planning framework helps you set objectives, formulate strategies, create a budget, schedule, and monitor activities, with in-depth guidance on assessing and fine-tuning your approach.

With updated case studies and examples, this book helps you develop a concrete understanding of the theory and principles of fundraising. A companion website offers additional opportunity to deepen your learning and assess your knowledge. Updates to this Third Edition include the latest research and new content in rapidly changing areas of fundraising, such as digital and social media. - Learn the common behaviors and motivations of donors - Master the tools and practices of nonprofit fundraising - Manage volunteers, monitor progress, evaluate events, and more

Fundraising Principles and Practice provides working nonprofit professionals, as well as postgraduate students studying fundraising, with a comprehensive guide to all aspects of the field, including in-depth coverage of today's most effective approaches.

Table of Contents

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

Planned Giving Vehicles 554

Donor Motivation 565

Soliciting Planned Gifts 567

Planned Gift Donor Stewardship 570

Planned Gift Donor Appreciation 571

Managing the Planned Giving Function 573

Summary 575

Discussion Questions 575

References 576

17 Corporate Giving and Fundraising 579

Objectives 579

Introduction 579

Why Do Corporations Give? 582

Forms of Business Support 587

Who to Ask? 598

The Benefits and Pitfalls 602

Fundraising Planning 603

Summary 610

Discussion Questions 611

References 612

18 Grant Fundraising 617

Objectives 617

Introduction 617

Definitions and Categories 618

Foundation Funding Trends 620

Preparation and Planning 622

Foundation Research 624

Prioritizing Effort 626

Initial Contact 626

The Application/Proposal 627

Theory of Change 636

Building Relationships 637

The Grant Cycle 638

International Funding 641

Summary 643

Discussion Questions 644

References 645

19 Fundraising Events 649
Karin L. Cox and Adrian Sargeant

Objectives 649

Introduction 649

Summary 674

Discussion Questions 674

References 675

20 Managing Fundraising Volunteers 677
Walter Wymer and Adrian Sargeant

Objectives 677

Introduction 677

Formal Versus Informal Volunteering 680

Volunteer Recruitment 685

Retention Strategies 697

Program Evaluation 704

Summary 705

Discussion Questions 706

References 706

21 Great Fundraising 711

Objectives 711

Introduction 711

What Drives Fundraising Success? 713

Leadership Styles in Fundraising 717

Leadership and Great Fundraising 725

The Focus of Great Fundraising Leadership 727

Philanthropic Culture 732

A Final Word on Donor Centricity 738

Discussion Questions 740

References 740

Name Index 745

Subject Index 755

Authors

Adrian Sargeant Centre Voluntary Sector Management. Jen Shang Indiana University.