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Fundraising
Principles and Practice



© 2016 | 504 pages | SAGE Publications, Inc
Fundraising: Principles and Practice provides readers with a comprehensive introduction to fundraising. Taking a balanced perspective, bestselling author Michael J. Worth offers insights on the practical application of relevant theory. The text is designed to engage readers in thinking critically about issues in fundraising and philanthropy to prepare them for careers in the nonprofit sector. Worth explores donor motivations and fundraising techniques for annual giving programs, major gift programs, planned giving, and corporate and foundation giving and campaigns. Traditional methods, including direct mail and personal solicitations, are discussed as well as new tools and practices, including online fundraising, crowd-funding and social networks, analytics, and predictive modeling. Written specifically for nonprofit career-oriented individuals, this book helps readers become successful fundraisers.   
 
Preface
 
Acknowledgments
 
About the Author
 
Introduction: From Chance to Choice
 
1 Overview of Fundraising and Philanthropy
Fundraising, Development, and Advancement  
Philanthropy and Charity  
Fundraising and Philanthropy  
Fundraising Profession and Fundraising Professionals  
History of American Philanthropy  
Philanthropy’s Scale and Impact  
Evolution of Fundraising as a Professional Field  
State of the Art  
Fundraising and Other Professional Fields  
Proceeding With Pride  
Chapter Summary  
Key Terms and Concepts  
CASE 1.1 THE METH PROJECT  
CASE 1.2 NEW YORK CITY PARKS  
Questions for Discussion  
Suggestions for Further Reading  
 
2 Understanding the Nonprofit Sector and Nonprofit Organizations
Characteristics of Nonprofits  
Classifications of Nonprofits  
Public Charities and Private Foundations  
Nonprofit Revenue Sources  
Nonprofit Financial Concepts  
Explaining the Nonprofit Sector  
Explaining Nonprofit Organizations  
Chapter Summary  
Key Terms and Concepts  
CASE 2.1 THE SMITHSONIAN INSTITUTION AND THE CATHERINE B. REYNOLDS FOUNDATION  
Questions for Discussion  
Suggestions for Further Reading  
Notes  
 
3 Understanding Donors
Corporate Philanthropy  
Foundation Giving  
Characteristics of Individual Donors  
Motivations of Individual Donors  
Wealthy Donors  
Typology of Donors  
Women Philanthropists  
Cultures of Giving  
Generations of Donors  
Donor-Centered Approach  
Chapter Summary  
Key Terms and Concepts  
CASE 3.1 T. DENNY SANFORD  
CASE 3.2 OSCEOLA MCCARTY  
Questions for Discussion  
Suggestions for Further Reading  
Notes  
 
4 Principles of Fundraising
Types of Gifts  
Solicitation Programs  
Matching Programs to Needs  
Matching Prospects to Programs  
Solicitation Methods  
The Fundraising Pyramid  
The Fundraising Process  
Chapter Summary  
Key Terms and Concepts  
CASE 4.1 UNITED NATIONS FOUNDATION  
CASE 4.2 MITCHELL FAMILY AND THE UNIVERSITY OF SOUTH ALABAMA  
Questions for Discussion  
Suggestions for Further Reading  
Notes  
 
5 Preparing for Successful Fundraising
Strategic Planning to Clarify Mission and Goals  
Strategic Planning Process  
Benefits of Strategic Planning  
Developing a Fundraising Strategy and Plan  
Developing the Case for Support  
Creating a Culture of Philanthropy  
Building the Fundraising Team  
Identifying and Researching Prospects  
Chapter Summary  
Key Terms and Concepts  
CASE 5.1 AMERICAN RED CROSS  
Questions for Discussion  
Suggestions for Further Reading  
Notes  
 
6 Annual-Giving Programs
Clarification of Terms  
Applying Marketing Principles  
Acquisition, Renewal, Upgrade  
Solicitation Methods  
Planning the Annual-Giving Campaign  
Chapter Summary  
Key Terms and Concepts  
CASE 6.1 #GIVINGTUESDAY  
Questions for Discussion  
Suggestions for Further Reading  
Notes  
 
7 Major-Gifts Programs
Definition and Characteristics of Major Gifts  
Major-Gifts Cycle  
Cultivating Major-Gifts Prospects  
Cultivation Strategies  
Managing the Major-Gifts Program  
Developing Donor Relationships  
Visits and Purposes  
The Ask  
Anatomy of the Solicitation Visit  
Follow Up, Negotiation, and Gift Agreements  
Maintaining Clarity of Purpose  
Chapter Summary  
Key Terms and Concepts  
CASE 7.1 DON R. N. BLITZER  
CASE 7.2 PHILLIS N. THROPIST  
CASE 7.3 MARTHA AND FRED GENEROUS  
CASE 7.4 ELLEN ENTREPRENEUR  
Questions for Discussion  
Suggestions for Further Reading  
Notes  
 
8 Planned Giving
Definitions and Key Points  
Overview of Tax Law and Implications for Giving  
Types of Planned Gifts  
Overview of Planned-Giving Vehicles  
Characteristics and Motivations of Planned-Gift Donors  
Planned-Giving Program  
Recognizing Planned-Gift Donors  
Working With Planned-Gift Donors  
Chapter Summary  
Key Terms and Concepts  
CASE 8.1 MARY  
CASE 8.2 TOM AND BARBARA  
CASE 8.3 MILDRED AND SUE  
CASE 8.4 HARRY AND BETH  
CASE 8.5 NICK  
CASE 8.6 ANN  
CASE 8.7 EDUARDO  
Questions for Discussion  
Suggestions for Further Reading  
Notes  
 
9 Corporate Support
Definitions and Concepts  
Historical Overview  
Corporate Philanthropy  
Nonprofit-Corporate Commercial Partnerships  
Comprehensive Relationships  
Benefits and Risks  
Developing and Sustaining Successful Partnerships  
Redefining Value  
Chapter Summary  
Key Terms and Concepts  
CASE 9.1 SUSAN G. KOMEN FOR THE CURE AND KFC  
CASE 9.2 NO KID HUNGRY AND DENNY’S  
CASE 9.3 WWF AND AVON  
CASE 9.4 LOS ANGELES PLAZA DE CULTURA Y ARTES AND  
CASE 9.5 NESTLÉ AND READING IS FUNDAMENTAL  
CASE 9.6 DAWN AND THE GULF OIL SPILL  
Question for Discussion  
Suggestions for Further Reading  
Note  
 
10 Foundation Support
Overview of Foundations  
Historical Background  
Issues and Impact  
Overview of Foundation Giving  
Seeking Foundation Support  
Chapter Summary  
Key Terms and Concepts  
CASE 10.1 PEW CHARITABLE TRUSTS  
CASE 10.2 NORTHWEST AREA FOUNDATION  
Questions for Discussion  
Suggestions for Further Reading  
Note  
 
11 Campaigns
Types of Campaigns  
Campaign Defining Characteristics  
Phases of the Campaign  
Gift Table  
Strategic Decisions  
Campaign Pros and Cons  
Twenty-First-Century Campaigns  
Chapter Summary  
Key Terms and Concepts  
CASE 11.1 KEEPING OUR PROMISE: 40TH ANNIVERSARY CAPITAL CAMPAIGN FOR N STREET VILLAGE  
CASE 11.2 OUR TRANSFORMATION: THE CAMPAIGN FOR THE NORTH CAROLINA MUSEUM OF ART  
CASE 11.3 WHITE PLAINS HOSPITAL: THE TIME IS NOW CAMPAIGN  
CASE 11.4 HOWARD UNIVERSITY: BRIDGING THE GAP STUDENT AID CAMPAIGN  
Questions for Discussion  
Suggestions for Further Reading  
Notes  
 
12 Managing Fundraising Programs
Investing in Fundraising  
Evaluating Programs  
Allocating Resources to Effective Programs  
Benchmarking  
Building a Fundraising Program  
Development Operations/Advancement Services  
Fundraising Policies  
Chapter Summary  
Key Terms and Concepts  
CASE 12.1 DISABLED VETERANS NATIONAL FOUNDATION  
Questions for Discussion  
Suggestions for Further Reading  
Note  
 
13 Organizing and Managing Fundraising Staff
Organizing the Development Office  
Understanding Motivation  
Applying Theory to Fundraising Management  
Compensating Fundraisers  
Improving Staff Performance  
Recruiting and Developing Fundraising Professionals  
Chapter Summary  
Key Terms and Concepts  
CASE 13.1 GETTA GRANT  
CASE 13.2 SUE SOCIAL  
CASE 13.3 MOVIN’ BILL  
Questions for Discussion  
Suggestions for Further Reading  
 
14 Legal and Ethical Considerations
State Registration Requirements  
State Disclosure Requirements  
Gift Substantiation Requirements  
Other Governmental Influences  
Ethical Codes, Standards, and Guidelines  
Considering Ethical Dilemmas in Fundraising  
Assuring Legal and Ethical Organizations  
Chapter Summary  
Key Terms and Concepts  
SCENARIOS 1–12  
Questions for Discussion  
Suggestions for Further Reading  
 
15 International Fundraising and Philanthropy
A Shrinking Planet  
Definition and Scope of Organizations  
Governing and Managing International and Global Organizations  
INGO Fundraising Strategies  
International Philanthropy  
Global Fundraising  
Fundraising as a Global Profession  
Chapter Summary  
Key Terms and Concepts  
CASE 15.1 HAITIAN EARTHQUAKE RELIEF  
CASE 15.2 THE ONE FOUNDATION AND CHINA’S SOCIAL SECTOR  
Questions for Discussion  
Suggestions for Further Reading  
Note  
 
Conclusion: From Technician to Leader: Reflections on the Development Officer's Role
Roles of the Development Officer  
Calls for Leadership  
A Fulfilling Career  
Suggestions for Further Reading  
Note  
 
References
 
Index

Supplements

Instructor Site

Password-protected Instructor Resources include the following:

  • Microsoft® Word® exam questions are available containing multiple choice and true/false questions for each chapter. The exam questions provide you with a diverse range of pre-written options as well as the opportunity for editing any question and/or inserting your own personalized questions to effectively assess students’ progress and understanding.
  • Editable, chapter-specific Microsoft® PowerPoint® slides offer you complete flexibility in easily creating a multimedia presentation for your course. 
  • An Instructor Guide provides teaching tips and suggestions for using the book
Student Study Site

The open-access Student Study Site includes the following:

  • Carefully selected, video links feature relevant interviews, lectures, personal stories, inquiries, and other content for use in independent or classroom-based explorations of key topics.

“This text is an excellent source of academic, theoretical and practical expertise woven into one single text. It is single-handedly a one-stop go-to book for today’s fundraising and development staff and tomorrow’s students in nonprofit management.”

Rick J. Arrowood, J.D.
Northeastern University, Boston, Massachusetts

“Michael Worth has made an enormous contribution to the fundraising profession with Fundraising:  Principles and Practice.  He brings the wisdom and perspective of decades of senior level experience as he sketches the context of fund-raising today, the centrality of the donor in all that fundraisers do, outstanding insights into capital campaigns, management, and leadership, and a systematic consideration of case studies that are analyzed drawing on his own years as a leader in the field.  This is a must-read – for fundraisers who want to advance, for sure, and for managers who want to be leaders.”

Michael J. Goff, Ph.D.
Senior Vice President and Chief Development Officer, Independent Sector

“Fundraising: Principles and Practice is grounded in Michael J. Worth’s extensive experience and expertise as both a practitioner and a scholar of fundraising.  His application of case studies to each topic provides a superb platform for students to develop the analytical skills they will need to function as successful nonprofit professionals. Worth’s comprehensive blend of fundraising principles and practice stands out from other books on the topic by focusing on the preparation of leaders who are able to think critically about the substantive issues in philanthropy and to move their nonprofit organizations to the next level of fundraising and organizational excellence.”

T. Gregory Barrett
University of Arkansas at Little Rock

I will be adopting this text for my graduate level community practice course next spring semester. It offers a good overview of fundraising in the non-profit sector. This is an area where most social workers will need to be knowledgeable, particularly those in a leadership or supervisory position.

Dr Cynthia Edmonds-Cady
Social Work Dept, Illinois State University
April 4, 2016
Key features

KEY FEATURES:    

  • Blends theory and practice to provide readers with comprehensive coverage of essential fundraising principles and numerous real-world applications and insights
  • Emphasizes ethical and legal considerations to help readers make fundraising decisions that are both legal and ethical 
  • Case studies drawn from various nonprofit sub-sectors provide readers with opportunities to apply fundraising principles to real-world situations and encourage critical thinking
  • Discussion questions and exercises encourage classroom discussion and role play to help students to understand the practical applications of the theories  
  • A chapter on international and global fundraising and philanthropy covers key considerations, obstacles, and strategies for managing international NGOs and global organizations

Sample Materials & Chapters

Chapter 4

Chapter 7


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