Achieving Excellence in Fundraising E-Book

Eugene R. Tempel

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 1013

Veröffentlichungsjahr: 2015

Beschreibung

Achieving Excellence in Fundraising is the go-to reference for fundraising principles, concepts, and techniques. With comprehensive guidance toward the fundraising role, this book reflects the latest advances in fundraising knowledge. Coverage includes evolving technologies, the importance of high net worth donors, global fundraising perspectives, results analysis and performance evaluation, accountability, and credentialing, with contributions from noted experts in the field. You'll gain essential insight into the practice of fundraising and the fundraising cycle, reinforced by ancillary discussion questions, case studies, and additional readings. With contributions from members of The Fund Raising School and the faculty of Indiana University's Lilly Family School of Philanthropy, this new edition includes detailed guidance on nonprofit accounting practices as defined by the Financial Accounting Standards Board and the American Institute of Certified Public Accountants, rounding out the complete, thorough coverage of the fundraising profession. Designed to provide both theory and practical knowledge, this book is an all-in-one resource for anyone who performs fundraising duties. * Understand donor dynamics and craft an institutional development plan * Explore essential marketing and solicitation techniques * Learn effective volunteer recruitment, retention, and management strategies Fundraising merges a variety of fields including psychology, business management, accounting, and marketing, making it a unique role that requires a uniquely well rounded yet focused skillset. Amidst economic uncertainty and a widening wealth gap the world over, it's more important than ever for fundraisers to have a firm grasp on the tools at their disposal. Achieving Excellence in Fundraising is the ultimate guide to succeeding in this critical role.

Leseprobe

“Anyone interested in what Hank Rosso calls ‘the joy of giving’ will find value in this carefully edited book. Its comprehensive coverage and thought-provoking content provides numerous opportunities for reflection on what is required and what it means to be an effective and ethical fundraiser. In this fourth edition of a now classic text, the authors continue to advance the profession of fundraising. We are treated to updated information, findings from recent scholarship, and an instructor's guide to further enhance learning.”

Mary Tschirhart, Professor, The Ohio State University; co-author of Managing Nonprofit Organizations

“Achieving excellence in fundraising is an important goal for CASE members worldwide who have chosen a career in the field. There is much debate as to the extent to which fundraising is an art or a science. The reality is that to be excellent, it has to be a combination of both, delivered with commitment, passion and integrity. New ideas and innovation continue to develop in the rapidly changing world of community and connectivity. Valuable, therefore, to have this fourth edition of Achieving Excellence in Fundraising which not only reminds us of the essentials of fundraising principles, but also covers new ground. The chapter on the opportunities availed in the 21st century through fast evolving social media is timely. As is the chapter on the joys imbued in philanthropic support including evidence both of the contagiousness of giving and its life enhancing and extending qualities! For those coming fresh to a career in fundraising there is much to discover here. For those who have made a career in this life transforming profession, this book provides helpful reminders and considerable food for thought.”

Sue Cunningham, President, Council for Advancement and Support of Education

“Achieving excellence in fundraising is a major goal of the best nonprofit CEOs and development professionals. This fully updated and comprehensive volume covers everything from developing the right philosophical approach to fundraising to understanding how to establish and execute both old and new fundraising strategies, as well as how to create and manage a development office. This book will be invaluable to both emerging and seasoned fund development professionals.”

Emmett D. Carson, Ph.D., Chief Executive Officer, Silicon Valley Community Foundation

“Philanthropy is uniquely invaluable to the well-being of culture and community, and Achieving Excellence in Fundraising remains uniquely invaluable to the advancement of philanthropy. The Fund Raising School has relied on all previous editions of this knowledge-filled book to deliver highly impactful training to fundraising professionals around the world. This 4th edition combines timeless wisdom with the latest research-based strategies that are essential for fundraising success in the 21st Century economy.”

Bill Stanczykiewicz, Director, The Fund Raising School and Senior Lecturer, Philanthropic Studies, Indiana University Lilly Family School of Philanthropy

“It is fitting that this fourth edition of Achieving Excellence in Fundraising marks the transition from what was once a center on philanthropy to now the Indiana University Lilly Family School of Philanthropy. Yet, more importantly, this edition reaffirms the principles of the former center's visionary, Henry A. ‘Hank’ Rosso, whose voice and ideas reverberate and are woven within each essay, particularly, Gene Tempel's introduction who further inscribes, etches and connects Rosso's legacy to the IU Lilly Family School's present and future.”

Brian Johnson, Ph.D., President, Tuskegee University

“It's hard to imagine a more useful addition to the bookshelves of nonprofit professionals. But this book won't just sit on the shelf-fundraisers, board members and nonprofit executives will find it to be a handy and astute reference guide to building a comprehensive giving program. I've kept this book close at hand in every nonprofit job I've had. The new edition is based on many decades of research and professional experience from some of the top experts in the field, and is a useful reference guide for building stronger relationships between grantmakers and fundraisers.”

Caroline Altman Smith, Senior Program Officer, The Kresge Foundation

“This book is an indispensable resource for both the fundraising novice and the seasoned professional. It is a current and comprehensive collection of essays written by highly respected professionals and touches every dimension of philanthropy. I strongly recommend it for everyone working in the philanthropic sector.”

Rodney P. Kirsch, Senior Vice President for Development and Alumni Relations, The Pennsylvania State University

Essential Texts for Nonprofit and Public Leadership and Management

The Handbook of Nonprofit Governance, by BoardSource

Strategic Planning for Public and Nonprofit Organizations, 3rd edition, by John M. Bryson

The Effective Public Manager, 4th edition, by Steven Cohen et al.

Handbook of Human Resources Management in Government, 3rd edition, by Stephen E. Condrey (Ed.)

The Responsible Administrator, 5th edition, by Terry L. Cooper

Conducting a Successful Capital Campaign, revised and expanded edition, by Kent E. Dove

The Public Relations Handbook for Nonprofits, by Arthur Feinglass

The Jossey-Bass Handbook of Nonprofit Leadership and Management, 3rd edition, by David O. Renz, Robert D. Herman, & Associates (Eds.)

Benchmarking in the Public and Nonprofit Sectors, 2nd edition, by Patricia Keehley et al.

Museum Marketing and Strategy, 2nd edition, by Neil Kotler et al.

The Ethics Challenge in Public Service, 2nd edition, by Carol W. Lewis et al.

Leading Across Boundaries, by Russell M. Linden

Designing and Planning Programs for Nonprofit and Government Organizations, by Edward J. Pawlak

Measuring Performance in Public and Nonprofit Organizations, by Theodore H. Poister

Human Resources Management for Public and Nonprofit Organizations: A Strategic Approach, 3rd edition, by Joan E. Pynes

Understanding and Managing Public Organizations, 4th edition, by Hal G. Rainey

Designing and Conducting Survey Research, 3rd edition, by Louis M. Rea et al.

Fundraising Principles and Practice, by Adrian Sargeant, Jen Shang, & Associates

Making Critical Decisions, by Roberta M. Snow et al.

Handbook of Practical Program Evaluation, 3rd edition, by Joseph S. Wholey, Harry P. Hatry, & Kathryn E. Newcomer (Eds.)

The Instructor's Guide for the fourth edition of Achieving Excellence in Fundraising includes syllabi and supporting materials for semester-long undergraduate and semester-long graduate versions of the course. The Instructor's Guide is available free online. If you would like to download and print a copy of the guide, please visit:

www.wiley.com/college/tempel

The Indiana University Lilly Family School of Philanthropy is the world's first school dedicated solely to education and research about philanthropy. Established in 2012, the school was inaugurated in 2013 and named for one of America's great philanthropic families in honor of their generations of generosity and leadership.

Indiana University has been at the vanguard of philanthropy education since the Center on Philanthropy at Indiana University was founded at Indiana University—Purdue University Indianapolis (IUPUI) in 1987. Led by the center, Indiana University (IU) established the field of philanthropic studies; established the nation's first bachelor's, master's, and Ph.D. degrees in the field; and created the nation's first endowed chair in philanthropy.

The Lilly Family School of Philanthropy prepares students, philanthropy professionals, donors and volunteers to be thoughtful innovators and leaders who create positive and lasting change. Alumni of its programs lead national nonprofits and foundations, serve international relief organizations, and lead hands-on neighborhood human services centers.

As the pioneer of the unique, liberal arts-based field of philanthropic studies, the school and its world-class faculty offer unparalleled academic degree programs and rigorous, objective research that sets the standard for the field and provides a crucial resource for philanthropy and nonprofits. Through global partnerships, teaching and learning experiences on six continents, and an international student body, the school increases understanding of philanthropy within and across cultures.

The Lilly Family School of Philanthropy integrates innovative academic, research, international and training programs with groundbreaking resources such as The Fund Raising School, the Women's Philanthropy Institute, and Lake Institute on Faith & Giving.

The Fund Raising School, which Hank Rosso moved to Indiana University in 1987 to form the centerpiece for the founding of the Center on Philanthropy, continues today as the premier international, university, and curriculum-based fundraising education program. For the more than 40 years since its founding in 1974, The Fund Raising School has taught successful, ethical, systematic, mission-focused fundraising, volunteer board leadership, and nonprofit management practices to more than 43,000 people in more than 40 countries. Experienced fundraising professionals comprise The Fund Raising School's faculty, offering multiple online and in-person sessions of 15 different regularly scheduled courses in Indianapolis and in cities around the nation as well as sponsored, customized courses in locations around the globe.

As a hub for philanthropic thought and research, the Lilly Family School of Philanthropy regularly convenes innovators, scholars, philanthropists, fundraisers, nonprofit and foundation professionals, and researchers to share their diverse perspectives, exchange ideas, and develop insights that anticipate trends, address pressing issues, and shape the future of philanthropy.

For more information, please visit: philanthropy.iupui.edu.

ACHIEVING EXCELLENCE IN FUNDRAISING

FOURTH EDITION

Eugene R. Tempel, Timothy L. Seiler, and Dwight F. Burlingame, Editors

Cover image: © iStock.com/fotohunter Cover design: Wiley

Copyright © 2016 by John Wiley & Sons. All rights reserved

Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada

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Library of Congress Cataloging-in-Publication Data:

Names: Tempel, Eugene R., editor. | Seiler, Timothy L., editor. |  Burlingame, Dwight, editor. Title: Achieving excellence in fundraising / Eugene R. Tempel, Timothy L.  Seiler, and Dwight F. Burlingame, editors. Description: 4th edition. | Hoboken, New Jersey : John Wiley & Sons, Inc.,  [2016] Includes bibliographical references and index. Identifiers: LCCN 2015038322 | ISBN 9781118853825 (cloth) Subjects: LCSH: Fund raising. Classification: LCC HG177 .R67 2016 | DDC 658.15/224–dc23 LC record available at http://lccn.loc.gov/2015038322

This book is dedicated to the Trustees of Indiana University, University and campus leadership, donors and funders, faculty and staff who believed in the potential of, and took the bold steps to create, the Indiana University Lilly Family School of Philanthropy.

CONTENTS

Foreword

Preface

Organization of the Fourth Edition

Reflections on the Fourth Edition

Acknowledgements

The Editors

Author Bios

Part One: A Philanthropic Context for Fundraising

Chapter 1: A Philosophy of Fundraising

Introduction by Eugene R. Tempel

A Philosophy of Fundraising

Organizations and Their Reasons for Existing

To Govern or Not to Govern

Institutionalizing Fundraising

Gift Making as Voluntary Exchange

Substituting Pride for Apology

Fundraising as a Servant to Philanthropy

Chapter 2: The Joy of Giving

Fundraisers are Givers, Not Takers

Psychological Benefits of Giving

Social Benefits of Giving

Physical Benefits of Giving

The Importance of Motives

Conclusion: A Recipe for Giving

Discussion Questions

Key References/Further Reading

Chapter 3: Plan to Succeed

Conclusion

Discussion Questions

Chapter 4: Developing and Articulating a Case for Support

Where to Start with Case Resources?

Internal Case and External Case and the Difference Between Them

Putting the Case to Work: Creating Case Expressions

Conclusion

Discussion Questions

Chapter 5: Individuals as a Constituency for Fundraisng

Identifying the Individual Constituent

A Constituency Model

Identifying and Attracting Likely Donors

Roles and Responsibilities that Influence Giving

Conclusion

Discussion Questions

Part Two: Constituents: What Donors Value

Chapter 6: Contemporary Dynamics of Philanthropy

Roles of Philanthropy

Size and Scope

Fundraising and The Economic Climate

Opportunities for Philanthropy

Conclusion

Discussion Questions

Chapter 7: Prospective Donor and Donor Research and Database Management

Database 101

The Basics

Prospective Donor Research 101

Tools for Prospective Donor Research

Ethics in Prospective Donor Research

Conclusion

Discussion Questions

Chapter 8: Corporate Giving and Fundraising

History

Models of Corporate Giving

Case Study

Marketing, Sponsorships, and Partnerships

Conclusion

Discussion Questions

Chapter 9: Foundation Fundraising

Size and Scope

Trends in Foundation Support

Types of Support

Conclusion

Discussion Questions

Chapter 10: Gender and Philanthropy

Context

Organizational Culture and Leadership

Today's Female Donors

Women's Giving Across the Generations

Conclusion

Discussion Questions

Chapter 11: Inclusive Philanthropy: Giving in the LGBT Community

An Overview of LGBT Giving

Giving and The LGBT Movement

Donor Characteristics

Motivations to Give

Awareness and Sensitivity in LGBT Donor Stewardship

Recommendations for Inclusive Fundraising

Discussion Questions

Chapter 12: Faith and Giving

Making Sense of the Religious Giving Sector

Expanding the Definition of Religious Giving

Making Sense of Religious Motivations

Conclusion

Discussion Questions

Chapter 13: Ethnic Diversity and Giving

Defining Diversity

Census Data on U.S. Ethnic Diversity

Research on Ethnic Diversity and Giving

The Role of Immigration

Embracing Diversity in Fundraising

Conclusion

Discussion Questions

Chapter 14: Generational Differences in Giving

Generations and Giving Patterns

Giving Profiles by Generation

Engaging the Next Generation of Donors

Conclusion

Discussion Questions

Chapter 15: Understanding High Net Worth Donors

Patterns of Giving

Where High Net Worth Donors Give

Donor Motivations and Constraints

Policy Issues

Implications for Fundraisers

Discussion Questions

Chapter 16: Global and Cross-Cultural Fundraising

Global Perspectives on Philanthropy and Fundraising

Global Development of Fundraising

Cultural Influences and Fundraising in the United States

Implementing Fundraising Principles Across Cultures

Conclusion

Discussion Questions

Part Three: Structuring Your Fundraising

Chapter 17: The Total Development Plan Built on the Annual Giving Program

The Total Development Plan: Planning, Communication, and Fundraising

Fundraising Programs

Conclusion

Discussion Questions

Chapter 18: Major Gifts

Defining Major Gifts

What Works in Major Gift Fundraising

Managing the Major Gift Process

The Philanthropic Road Ahead

Conclusion

Discussion Questions

Chapter 19: Capital Campaigns

Defining Today's Campaign

Fundamental Structure of a Campaign

Campaign Case Study

Discussion Questions

Chapter 20: Establishing a Planned Giving Program

Institutional Readiness

The Planned Giving Professional

Policies and Guidelines

Print Materials

Identification of Prospective Donors

Conclusion

Discussion Questions

Part Four: Managing the Fundraising Process

Chapter 21: Management and Leadership in Fundraising

Fundraising Managers and Their Responsibilities

Fundraising Staffing

Leadership Principles for Fundraisers

Leading by Example

Conclusion

Discussion Questions

Chapter 22: Organizational Development for Fundraising

Essential Foundations for Philanthropy

Conclusion

Discussion Questions

Chapter 23: Budgeting for and Evaluating Fundraising Performance

The Budget is a Plan

Gain/Loss Report

Gift Size Analysis

Growth in Giving

Return on Investment

Conclusion

Chapter 24: Marketing and Communications for Fundraising

Toward an Understanding of Marketing

The Role of Market Research in Fundraising

Communication: Building Awareness and Motivating Action

Trust and Responsibility: An Ethical Framework

Conclusion

Discussion Questions

Chapter 25: Selecting and Working with Fundraising Consultants

Institutional Readiness

Contracts as a Relationship-Building Tool

Conclusion

Discussion Questions

Part Five: The Art of Solicitation

Chapter 26: Personal Solicitation

Knowing Yourself: The Psychology of Asking for Money and the Professionalism of Fundraising

Knowing Your Donor: Strategic Cultivation

Knowing When and What to Ask: The Invitation to Make a Gift

Beyond Solicitation: The Fundraiser as Professional

Conclusion

Discussion Questions

Chapter 27: Direct Response

Applying Direct Mail Principles to Other Direct Response Fundraising

Direct Mail as a Template for Other Direct Response Fundraising

Donor Retention, Renewal, and Upgrade Strategies

Measuring Success

State Charitable Registration and Reporting Requirements

Case Study: Combining Direct Response Vehicles for Maximum Effectiveness

Conclusion

Discussion Questions

Chapter 28: Telephone Solicitation and Stewardship

Planning

Anatomy of the Call

Campaign Management

Stewardship

Conclusion

Discussion Questions

Chapter 29: Digital Fundraising

Permission

Three Goals

Web Sites

Blogging

E-mail

Crowdfunding

Regulations

Responding to Critics

Policies

Conclusion

Discussion Questions

Chapter 30: Special Events

Cultivation Events

Solicitation Events

Stewardship Events

Engagement of Staff

Integrated Events

Critical Factors for Event Success

Conclusion

Discussion Questions

Part Six: Involving Volunteers

Chapter 31: Stewardship and Accountability

Gift Clubs

Reporting

Conclusion

Discussion Questions

Chapter 32: Engaging the Board in Fundraising

The Roles and Responsibilities of Board Members

Engaging in Fundraising

What Board Members Bring to Fundraising

Recruiting Board Members

Organization Name

The Board shall have the following collective responsibilities:

Individual Responsibilities of Directors

Conclusion

Discussion Questions

Chapter 33: Volunteer Management

Volunteer Rates and Activities

International Contexts of Volunteering

Steps for Successful Volunteer Involvement

Volunteer Policies and Procedures

Volunteer Retention

Conclusion

Discussion Questions

Part Seven: Ethics and Accountability

Chapter 34: Ethics and Accountability

AFP members, both individual and business, aspire to:

Ethical Standards

Issues of Trust

Ethics and Professionalism

Approaches to Ethics

Ethical Dilemmas

Applying Ethics in Fundraising

Conclusion

Discussion Questions

Chapter 35: The Law and Fundraising

Prudent Decision Making

State Law Considerations

Federal Law Considerations

Conclusion

Discussion Questions

Part Eight: Your Career in Fundraising

Chapter 36: Fundraising as a Profession

Milestones in the Professionalization of Fundraising

Issues of Fundraising as an Emerging Profession

The Future of Fundraising as a Profession

Conclusion

Discussion Questions

Chapter 37: Resources for Strengthening Fundraising

Association Resources

Options for Formal Education

Published Resources

Conclusion

Questions for Discussion

Organizations and Resources Referenced

Indexing Sources

Academic and Trade Journals

A Sample of Books that Advance Research and Practice

References

Index

EULA

List of Tables

Chapter 4

TABLE 4.1

TABLE 4.2

Chapter 7

TABLE 7.1

TABLE 7.2

Chapter 13

TABLE 13.1

TABLE 13.2

TABLE 13.3

TABLE 13.4

TABLE 13.5

TABLE 13.6

Chapter 14

TABLE 14.1

TABLE 14.2

TABLE 14.3

TABLE 14.4

Chapter 19

TABLE 19.1

Chapter 20

TABLE 20.1

Table 20.2

Chapter 21

TABLE 21.1

Chapter 23

Table 23.1

Chapter 29

Table 29.1

Chapter 36

TABLE 36.1

TABLE 36.2

List of Illustrations

Chapter 3

FIGURE 3.1 THE FUNDRAISING CYCLE.

Chapter 4

FIGURE 4.1 STAFF AND CONSTITUENCY PARTICIPATION IN CASE DEVELOPMENT.

Chapter 5

FIGURE 5.1 THE CONSTITUENCY MODEL.

FIGURE 5.2 THE WHEEL OF ROLES AND RESPONSIBILITIES.

Chapter 7

EXHIBIT 7.1 PEER SCREENING FORM.

EXHIBIT 7.2 DONOR RESEARCH PROFILE.

Chapter 12

FIGURE 12.1 DISTRIBUTION OF GIVING TO CONGREGATIONS, RIOs, AND NRIOs.

FIGURE 12.2 PERCENTAGE OF AMERICANS WHO GIVE TO ALL TYPES OF ORGANIZATIONS BY RELIGIOUS TRADITION.

Chapter 15

FIGURE 15.1 PERCENTAGE OF HIGH NET WORTH HOUSEHOLDS WHO GAVE TO CHARITY IN 2009, 2011, AND 2013, COMPARED TO THE U.S. GENERAL POPULATION (%).

FIGURE 15.2 PERCENTAGE OF ESTATES WITH A CHARITABLE BEQUEST BY TYPE OF RECIPIENT ORGANIZATION.

FIGURE 15.3 DISTRIBUTION OF HIGH NET WORTH GIVING BY SUBSECTOR, 2009 (%).

Figure 15.4 PERCENTAGE OF HIGH NET WORTH HOUSEHOLDS WHO GAVE TO DIFFERENT CHARITABLE SUBSECTORS, 2007, 2009, 2011, 2013 (%).

FIGURE 15.5 CHANGE IN GIVING IF INCOME TAX DEDUCTIONS FOR DONATIONS WERE ELIMINATED, 2005, 2007 AND 2009 (%).

FIGURE 15.6 CHANGE IN ESTATE PLANS IF THE ESTATE TAX WERE PERMANENTLY ELIMINATED, 2005, 2007 AND 2009 (%).

Chapter 17

FIGURE 17.1 THE FOUR-LEGGED STOOL OF FUNDRAISING.

FIGURE 17.2 DONOR PYRAMID OF FUNDRAISING STRATEGIES.

Chapter 18

FIGURE 18.1 VALUES OVERLAP.

FIGURE 18.2 PHILANTHROPY TO BUSINESS SPECTRUM.

EXHIBIT 18.1 STAGES OF TRANSFORMING PHILANTHROPY.

EXHIBIT 18.2 MAJOR GIFTS: THE EIGHT-STEP SOLICITATION PROCESS.

EXHIBIT 18.3 DEVELOPING A STRATEGY FOR THE MAJOR GIFT PROCESS.

EXHIBIT 18.4 THE SCOLDING AND DISCERNMENT MODELS.

Chapter 19

FIGURE 19.1 PHASES OF A CAMPAIGN.

FIGURE 19.2 CAMPAIGN GIFT CHART RANGE.

Chapter 20

EXHIBIT 20.1 CHARITABLE LEAD TRUST.

EXHIBIT 20.2 CHARITABLE GIFT ANNUITY.

EXHIBIT 20.3 CHARITABLE REMAINDER TRUST.

Chapter 23

EXHIBIT 23.1. GIFT REPORT ON SOURCES OF GIFTS RECEIVED.

EXHIBIT 23.2. GIFT REPORT ON PURPOSES OR USES OF GIFTS RECEIVED.

EXHIBIT 23.3. GIFT REPORT OF SOLICITATION ACTIVITIES AND RESULTS BY METHOD.

EXHIBIT 23.4. SUMMARY BUDGET REQUEST WITH ESTIMATED EXPENSE AND NET REVENUE.

EXHIBIT 23.5. INTERPRETING AFP'S FEP AND GIG REPORTS.

Chapter 24

FIGURE 24.1 THE MARKETING CYCLE FOR NONPROFIT ORGANIZATIONS.

Chapter 32

FIGURE 32.1 BOARD COMPOSITION GRID.

EXHIBIT 32.1. SAMPLE BOARD AGREEMENT LETTER.

Chapter 34

EXHIBIT 34.1. ASSOCIATION OF FUNDRAISING PROFESSIONALS (AFP) CODE OF ETHICAL PRINCIPLES AND STANDARDS OF PROFESSIONAL PRACTICE.

EXHIBIT 34.2. AHP STATEMENT OF PROFESSIONAL STANDARDS AND CONDUCT.

EXHIBIT 34.3. THE DONOR BILL OF RIGHTS.

Guide

Cover

Table of Contents

Preface

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FOREWORD

The mark of a vital institution is that it renews its traditions to stay in tune with the times. A mark of a great institution is that is spawns other institutions and traditions, celebrating their multiplicity as they thrive. Such is an institution that is being renewed in the 4th edition of Achieving Excellence in Fundraising.

The book contains new research and fresh voices that update and complement the lasting wisdom as formulated by Hank Rosso, the editor of the first edition. Hank's vision of an ethical, joy-inducing, and dignified profession has come to guide many who practice and study philanthropy. The Fund Raising School he brought to Indianapolis served as the seed of the Center on Philanthropy, now the Lilly Family School of Philanthropy at Indiana University. The four decades of instruction in the curriculum he crafted thrived on a creative tension between the research findings of academics and practical feedback from those in the field. This creative collaboration is in evidence in the current volume, which succeeds in that rare accomplishment – integrating the insights of professors and practitioners.

Just as the legacies of Hank Rosso, Robert Payton, Charles Johnson, and others of their time are seen in these pages, so is the institution building work of our current editors. Tim Seiler has been at the helm of The Fund Raising School for two decades and has inducted legions of passionate students into the ranks of the globally expanding fundraising profession. He extended the brand and impact of The Fund Raising School with a dogged focus on integrity and attention to what is actually known, and known to work.

Gene Tempel was involved in the founding of the Center, and after a quarter century of nurturing Indiana's role at the epicenter of serious philanthropic deliberations, he achieved the launch of the world's first School of Philanthropy and served as its founding Dean. A “pracademic” (a word I learned from him), in the sense of successfully straddling the divide between research and practice, Gene has stewarded this book over the years as a reflection of the work being done in Indiana.

Dwight Burlingame is the academic soul of the book and of the School that has risen in tandem with it. He has written key works on philanthropy, mentored current leaders in the field, edited seminal series of publications, and established venues for researchers to explore questions about the once much more mysterious practices of giving and asking.

Together Tim, Gene, and Dwight have constituted a singularly important node for multiple networks of practitioners, institution builders, and academics in the philanthropic sector worldwide. Ask anyone you respect in the world of philanthropy, be they donors, fundraisers, or academics, and ask them to examine the tapestry of their professional relationships. It won't take too long for them to identify the threads that lead back to our editors and the work they have pioneered in Indiana.

If you do not yet have your own thread to connect you to Indiana, you are about to have one.

As with the original edition, this volume “has integrity as a holistic work.” However, there are different pathways you can take through the volume. It can be used as a textbook or a reference source when particular issues arise, or even as an aid when some inspiration is needed in the midst of an operational or moral conundrum.

Novices will find essential concepts explained clearly and located within a context that gives them meaning and relevance. The experienced professional can delve into contemporary research such as work on empathy that informs the joy of giving, while also brushing up on fundamentals of relationship building that have withstood the test of time. Those who lead organizations will find descriptions of proven operational structures and guidelines for managing the variety of processes that make up a comprehensive fundraising effort. Trustees and volunteers can understand how they can be most useful to their organization, and how they can allow themselves to be most usefully managed by staff leadership. All of us will benefit from wrestling with the difficult issues when we need be sure that we stand on solid ethical ground. In addition, readers from inside and outside professional philanthropy will be keen to read about the changing professional identities and career paths of fundraisers.

Finally, the book is a collaborative effort of faculty and practitioners who have poured their knowledge and dedication to philanthropy into its pages. By reading Achieving Excellence in Fundraising you join an institution that flourishes by enabling others to succeed in their passion to improve the world.

Amir Pasic Dean Indiana University Lilly Family School of Philanthropy May 2015

PREFACE

The fourth edition of Achieving Excellence in Fundraising has its foundation in the lifetime of work by Henry A. “Hank” Rosso. He had a dream that colleges and universities would provide research education and training to help build the foundation for professionalizing fundraising. He published Achieving Excellence in Fund Raising in 1991, bringing scholars and practitioners together to help fundraisers better understand and do their work. In the foreword to the first edition, Bob Payton projected that the book would become a classic. The fourth edition being published 15 years later is evidence that it has. It is also a reflection of how farsighted Hank was in his work. Many of the principles that he espoused have been confirmed or modified by research. The longevity of The Fund Raising School, the continuing validity of many of the principles taught originally in The Fund Raising School, and the modification of others through time are further evidence.

The first three editions of Achieving Excellence in Fund Raising were supported by the Indiana University Center on Philanthropy that housed The Fund Raising School founded by Hank in 1974. In 2012 the programs and the institutes of the Center, including The Fund Raising School, became part of the Indiana University Lilly Family School of Philanthropy. The publication of the fourth edition marks the transition from the Center on Philanthropy to the Lilly Family School of Philanthropy. One of the milestones in that transition is the School's continued commitment to do research and offer education and training related to Hank's work in the founding of The Fund Raising School.

The first challenge of a nonprofit organization is to survive its founder. The Fund Raising School has survived its founder. The Fund Raising School has now existed as an integral part of the Lilly Family School of Philanthropy longer than it existed as a separate independent organization. Hank and his wife Dottie founded The School in 1974 and it celebrated its 40th anniversary in 2014. It became part of the Center on Philanthropy in 1987. Hank served as an advisor and mentor to all of us until his death in 1999. Tim Seiler has been the Director of The Fund Raising School for 20 years, from 1996 to 2015. The current Director, Bill Stanczykiewicz, began serving as Director on June 29, 2015.

The fourth edition reflects a commitment to the original principles and philosophy that are the hallmark of achieving excellence. It also reflects the changing environment for philanthropy and fundraising, new developments in the way fundraising work is done, and the increasing understanding and knowledge about philanthropy and fundraising developed by the Lilly Family School of Philanthropy, other colleges and universities, and research organizations across the United States and around the world.

The editors of this volume knew Hank Rosso personally. They interacted with Hank, served on panels with Hank at conferences and symposia, and they understood Hank's philosophy. The fourth edition is transitional in another sense. If Achieving Excellence in Fundraising is to continue to be the classic that Bob Payton predicted, it must not only reflect the growing body of knowledge about fundraising and philanthropy but it must also be embraced by a new generation of scholars and practitioners. The fourth edition is a step in that direction. All the authors in the fourth edition are philanthropic studies faculty members at the Lilly Family School of Philanthropy, alumni of the School, or current faculty members of The Fund Raising School. Most of them did not know Hank.

The first edition was promoted primarily as a way to help provide knowledge for a rapidly growing fundraising corps. The number of members of the Association of Fundraising Professionals (then NSFRE) grew significantly from 1980 to 1990. The third edition is being used as a textbook by faculty members teaching fundraising, philanthropy, and nonprofit management courses in colleges and universities today, so the fourth edition was written and edited with its being used as a textbook in mind.

The work of philanthropy is about the work of public purposes and causes – the public good. Philanthropy rests on the power of the case for support. It also reflects the interest and desires of donors to accomplish something beyond themselves. The work of fundraising is about substituting pride for apology. The fourth edition focuses on respect for the process of fundraising, respect for the donor, and respect for the individuals being served by the nonprofit organizations that fundraisers represent. It focuses on the importance of language in conveying that respect. We do not “get” gifts. Hank taught us that fundraising is the work of teaching people the joy of giving. Sara Konrath's research, as she writes in Chapter 2, substantiates this concept. Fundraisers do not make “the ask,” which implies a confrontational situation between volunteers and fundraisers and the donors from whom they seek gifts. They solicit gifts by inviting donors to join them in supporting worthy causes. Although demographics and psychodemographics are important in understanding donors and engaging them with organizations based on their own interests, fundraisers do not “target” donors, and they do not “move” them toward desired ends. It is important for us to understand these concepts today with the sophistication of donors, with the interest of donors following up on their gifts at smaller levels, and with the new generation of philanthropists committed to making things happen today. 

Organization of the Fourth Edition

The fourth edition of Achieving Excellence in Fundraising has been reorganized to bring more chapters more closely together around key fundraising execution. Some chapters from the third edition have been combined. Chapters have been updated and edited. New chapters have been added to reflect important new areas of knowledge and changing dynamics in philanthropy.

The fourth edition has been developed as a textbook for academic courses in fundraising, philanthropy, and nonprofit management. An instructor's guide is available from the publisher at www.wiley.com/college/tempel. It can also be used by practitioners as a reference in their own work and to help them prepare for the CFRE exam.

The 37 chapters of the fourth edition are grouped into eight parts. Part One consists of five chapters that form the essential context for understanding and engaging in philanthropic fundraising.

Part Two consists of eleven chapters that prepare fundraisers to understand philanthropy from various perspectives of donors, not only individual donors but also foundations and corporations as donors.

Part Three includes four chapters that focus on the structural aspects of a total development program. The total development program ranges from the annual fund program to the planned giving program. This section helps fundraisers understand how the various programs support one another and how they interconnect.

Part Four consists of five chapters dedicated to the management of the total development program. This includes organizational readiness for fundraising and using consultants for special purposes.

Part Five includes five chapters that discuss the different ways fundraisers and their organizations can engage donors and invite them to make gifts at different levels. It outlines how different approaches are appropriate for different levels of gifts and gifts for different purposes.

The three chapters in Part Six focus on the external nature of fundraising and philanthropy and include the current call for greater transparency and accountability by an organization's various constituents.

The two chapters of Part Seven deal with the ethical and legal framework for fundraising.

Finally, Part Eight is about professionalism, with one chapter on building a career and the other on the resources available to assist in that development.

Reflections on the Fourth Edition

As mentioned in the Acknowledgments, we have transitioned from administrative roles to faculty positions and look forward to how the fourth edition is embraced by university faculty as well as by fundraising practitioners. In dispatching our contribution to the academic study and the practice of fundraising, we look forward to the fourth edition adding to and enriching the discourse surrounding philanthropic studies and philanthropic fundraising.

We note that our work was previously supported by the Indiana University Center on Philanthropy. We are grateful to have the continued support of the Indiana University Lilly Family School of Philanthropy.

We fervently hope that the addition of more research-based chapters, others supported by research, along with the chapters that reprise time-tested, nearly universal principles of effective fundraising practice, if successful, will serve not only as an overview of current philanthropic fundraising but will also prepare the upcoming generation of scholars and practitioners to produce in its time the fifth edition of Achieving Excellence in Fundraising.

ACKNOWLEDGEMENTS

The fourth edition of Achieving Excellence in Fundraising would not have been possible without the first three volumes. We are again acknowledging Hank Rosso who founded The Fund Raising School in 1974, and in 1991 accepted the challenge to share his knowledge and experience with a larger audience by editing the first edition of this book.  We also acknowledge The Fund Raising School which has grown and developed from the day when Hank Rosso transferred it to Indiana University to help establish the Center of Philanthropy in 1987 to its current status as a key part of the Lilly Family School of Philanthropy. This book also owes deep gratitude to the Lilly Family School of Philanthropy for its sponsorship and for the role it has played in the development of Philanthropic Studies as a field, for its research dedicated to philanthropy and fundraising through the years, and for the contributions it has made to the development of The Fund Raising School, the Women's Philanthropy Institute, the Lake Institute on Faith and Giving, the development of baccalaureate-, master's-, and doctoral-level programs at Indiana University. These assets all help shape the fourth edition of Achieving Excellence in Fundraising.

A word of thanks to Hank's wife, Dottie Rosso, one of the founders of The Fund Raising School. Her encouragement for the continuation of Hank's legacy and her affirmation that the programs of The Fund Raising School and the Lilly Family School of Philanthropy fulfill Hank's vision for the study of philanthropy and fundraising have been a source of support.

Thanks to all the authors who contributed to the first three editions of Achieving Excellence in Fund Raising.  Special thanks to all the authors and contributors to the fourth edition of Achieving Excellence of Fundraising as well. They include Philanthropic Studies faculty members, faculty of The Fund Raising School, staff of the Lilly Family School of Philanthropy, and alumni. All have contributed to the ongoing development of knowledge for this book and for the field. We are grateful for the research developed through the Lilly Family School of Philanthropy by the Indiana University Philanthropic Studies faculty and faculty and researchers around the globe who have contributed to the development of knowledge these past 25 years.

Thanks to Lilly Endowment for support of the fourth edition of Achieving Excellence in Fundraising as part of a transition Grant to the Lilly Family School of Philanthropy. The editors themselves have gone through transitions.  Each has stepped down from long-term time service in administrative and leadership roles in building philanthropic studies and The Fund Raising School to become members of the Philanthropic Studies faculty at the Lilly Family School of Philanthropy, for the version of this book marks their transition as well.

The Lilly Family School of Philanthropy and Wiley have initiated many projects together. This is as true now as it was when the first three editions were published.  We owe gratitude to Wiley for continuing to publish books that help strengthen the nonprofit sector especially fundraising and philanthropy. And special thanks to our editor at Wiley, Matthew Davis, who encouraged the development of this fourth edition.

Each of us has a special word of thanks to our staff and colleagues who supported our involvement in this project and covered for us in other ways from time to time. To our families we send heartfelt thanks for their unending support and sacrifice throughout our administrative careers and during the development of this book.

Thanks to Elisabeth Lesem, the Hartsook Fellow at the IU Lilly Family School of Philanthropy and Gene Tempel's graduate assistant.  She did heavy lifting on this project. Not only did she help coordinate the solicitation of chapters and the application of unified standards with all the offers, but she also contributed research and co-authored several chapters as well. We all owe Elisabeth a debt of gratitude for her work on this edition until she graduated with an MA in Philanthropic Studies and became the Foundation Officer at the Indiana Repertory Theatre.  We hope her work on this volume serves her well in her career.

Special thanks also to Sarah Nathan, a Lilly Family School of Philanthropy alum and faculty member at Bay Path University, who managed the production of the manuscript for the third edition of Achieving Excellence in Fundraising. We were fortunate to have her experience help us complete the fourth edition. She spent five weeks working on uniform standards, editing the text from beginning to end, and assisting the editors with their various responsibilities. We are grateful for her assistance and we hope her work on this volume contributes to continued development as a scholar and teacher in the field.

THE EDITORS

Dwight F. Burlingame is Professor of Philanthropic Studies and holds the Glenn Family Chair in Philanthropy. Dr. Burlingame holds degrees from Moorhead State University, the University of Illinois and Florida State University. He received the Certified Fund Raising Executive (CFRE) credential in 1989. He has been active over the last 25 years in developing philanthropic education at Indiana University and for the field of civil society education globally. He also serves as an active member of the national Association of Fundraising Professionals' Research Council, the Association for Research on Nonprofit Organizations and Voluntary Action (ARNOVA) where he is currently the Treasurer, a board member of Learning to Give, and the International Society for Third-Sector Research. Burlingame is an expert in the field of philanthropy and fundraising and spent six years as editor of the Nonprofit and Voluntary Sector Quarterly, the official journal of ARNOVA. He is also the co-editor of the Philanthropic and Nonprofit Studies book series for Indiana University Press, and has written or co-written 10 books, nearly 60 articles and more than 100 book reviews. Dr. Burlingame is also the editor of Philanthropy in America: A Comprehensive Historical Encyclopedia, published in 2004. He is active in the nonprofit community as a board member and volunteer, a frequent speaker, consultant, and author on topics relating to philanthropy, corporate citizenship, nonprofit organizations, and development. In 2013 he received the Rosso Medal for lifetime achievement in fundraising.

Timothy L. Seiler is the inaugural Rosso Fellow in Philanthropic Fundraising and Clinical Professor of Philanthropic Studies at The Lilly Family School of Philanthropy. In June 2015, he transitioned from being the Director of The Fund Raising School, a position he held for 20 years. During that time The Fund Raising School expanded its service through in-person and online courses domestically and internationally. In November 2014 he was named Outstanding Professional Fundraising Executive by the Association of Fundraising Professionals Indiana Chapter, and in December 2014 he received the Henry A. Rosso Medal for Lifetime Achievement in Ethical Fundraising from the Indiana University Lilly Family School of Philanthropy. Seiler teaches core curriculum courses and customized programs for The Fund Raising School and regularly makes conference and seminar presentations locally, nationally, and internationally. He is an author and editor and was editor-in-chief of the Excellence in Fundraising Workbook Series, author of the workbook Developing Your Case for Support, and co-editor of Achieving Excellence in Fundraising, Third Edition. Formerly vice president of the Indiana University Foundation, Seiler was a major gifts officer for university development and coordinated the constituency development program for the schools and programs on the Indianapolis campus. Seiler serves the nonprofit sector not only as a fundraiser, author, and teacher but also as a volunteer and board member and serves as a mentor to young professional fundraisers. He earned a B.A. degree in English from Saint Joseph's College, Rensselaer, Indiana, and M.A. and Ph.D. degrees in English from Indiana University. He also holds the Certified Fund Raising Executive professional designation.

Eugene R. Tempel is Founding Dean Emeritus of The Indiana University Lilly Family School of Philanthropy and a Professor of Philanthropic Studies. He led the world's first school devoted to research and teaching about philanthropy. An internationally recognized expert on the philanthropic sector, he has four decades of leadership and fundraising experience. He helped found the School's precursor, the Center on Philanthropy, and was its executive director for 11 years, transforming it into a leading national resource. Generous donors recently established the Eugene R. Tempel Endowed Deanship – Indiana University's first named, endowed deanship – at the School. A member of several nonprofit boards, Professor Tempel is a past chair of the national Association of Fundraising Professionals' Ethics Committee. An early leader in creating the field of philanthropic studies, he was the first elected president of the Nonprofit Academic Centers Council and a member of Independent Sector's Expert Advisory Panel that helped create national guidelines for nonprofit governance and ethical behavior. The author of several works in the field, he has won numerous awards and has been named among the 50 most influential nonprofit sector leaders 13 times by The NonProfit Times, which also named him the sector's first “Influencer of the Year” in 2013. He earned a B.A. in English from St. Benedict College and an M.A. in English and an Ed.D. in Higher Education from Indiana University and is a Certified Fund Raising Executive.

AUTHOR BIOS

Eva E. Aldrich, M.A., CFRE, is President and CEO of CFRE International, the globally acknowledged voluntary certification for fundraising professionals. Prior to joining CFRE International, Aldrich was Associate Director of Public Service and The Fund Raising School at the Indiana University Lilly Family School of Philanthropy. Before that, she was a member of the consulting team at Johnson Grossnickle & Associates, a firm committed to strengthening the field of philanthropy and to empowering nonprofit organizations to make the world a better place. Aldrich has been widely published in fundraising journals and is one of the editors of Achieving Excellence in Fundraising, 3rd Edition. She serves on the Advisory Committee of the Nonprofit Leadership Studies Program at Murray State University and is a doctoral candidate in Philanthropic Studies at Indiana University.

Lehn Benjamin is an Associate Professor of Philanthropic Studies. Her research examines how nonprofit organizations challenge and reinforce the marginalization of poor communities and the consequences for democratic citizenship. She has focused specifically on how performance and accountability requirements of funders shape the work of nonprofits. Her recent research seeks to shed light on these questions by looking at the daily work of frontline staff and the experience of the people they serve. Prior to joining the faculty at IU, she worked in South Africa during the democratic transition, on the Senate Banking Committee, Subcommittee for Housing and Urban Affairs, and for the U.S. Department of the Treasury's Community Development Financial Institutions Fund.

Melissa S. Brown helps charities turn knowledge into action. Consulting services include surveys, program evaluation, and background research. She staffs the Nonprofit Research Collaborative, which surveys charities to assess what works in fundraising. She teaches regularly for The Fund Raising School. As a volunteer, she serves the AFP Research Council, Association of Philanthropic Counsel, and Giving USA Advisory Council on Methodology. Before founding Melissa S. Brown & Associates in 2011, Melissa worked at the Indiana University Lilly Family School of Philanthropy, including 10 years as managing editor of Giving USA. She studied at Reed College and the University of Pennsylvania.

Aaron Conley is a practitioner and scholar of philanthropy, fundraising and volunteerism. He earned an Ed.D. in higher education and philanthropic studies from Indiana University. He is now a faculty member of The Fund Raising School, teaching the course on campaigns. Dr. Conley's professional experience extends nearly 25 years. He has served as vice chancellor for advancement at the University of Colorado where he oversaw all academic and athletic fundraising, parent giving and the CU Alumni Association. He also served as vice president for development and alumni relations at the University of Texas at Dallas where he led that institution's first comprehensive campaign. He has also held advancement roles with the University of Pittsburgh, Florida State University and Purdue University.

Elizabeth J. Dale is an assistant professor in the Master of Nonprofit Leadership Program at Seattle University and a Ph.D. candidate in Philanthropic Studies at the Indiana University Lilly Family School of Philanthropy. Her research focuses on the philanthropic practices of lesbian, gay, bisexual, and transgender (LGBT) individuals and couples, women's giving, and the intersection of gender and philanthropy. She teaches in the areas of philanthropy, governance, fundraising, and marketing and communications. A former fundraiser who achieved CFRE designation, Ms. Dale holds an M.A. in Women's Studies from The Ohio State University and a B.A. in Journalism and Women's and Gender Studies from Ohio Wesleyan University.

Pat Danahey Janin is a doctoral candidate in philanthropic studies at the Lilly Family School of Philanthropy at Indiana University. A native of Colorado, she has studied, volunteered, and worked in the United States and Europe in the cultural and educational fields, most recently for the Fulbright Commission in Paris. She continues to steward the summer Hallock awards for bicultural youth for the American Women's organization AAWE. Her current research focuses on the changing landscape and purpose of international volunteering, including government, higher education, and INGO programs.  She received her MBA from ESCP Paris, her Magistère from the Sorbonne Paris IV, and her B.A. from Colorado State University.

Caitie Deranek Stewart is an Assistant Director of Development at The Indiana University School of Medicine, a nationally recognized medical education and research institution. She will complete her Masters of Arts in Philanthropic Studies from the IU Lilly Family School of Philanthropy and Masters of Public Affairs in Nonprofit Management from the School of Public and Environmental Affairs-IUPUI in 2016. Caitie joined the staff of the Lilly Family School of Philanthropy in 2011 and has experience managing fundraising events ranging from intimate major gift donor gatherings to large gala-style events in addition to an annual fund portfolio.

Roberta L. Donahue has over 25 years of experience in the nonprofit sector managing all areas of fundraising, as well as marketing, volunteers, and fiscal management. Currently, Ms. Donahue is Senior Development Officer for Indiana State University Foundation and serves on the faculty of The Fund Raising School of the Lilly School on Philanthropy at Indiana University. Ms. Donahue is a Certified Fund Raising Executive (CFRE), a past president of the Indiana Chapter of AFP and was selected as Outstanding Fund Raising Executive of the year in 2005. She earned a B.A. from Marian University, Indianapolis, and an M.B.A. from the State University of New York at Binghamton.

Sean Dunlavy serves as the Director of Fundraising and Institutional Advancement at the Indiana University Lilly Family School of Philanthropy. He is responsible for developing, cultivating, and soliciting support from a diversified portfolio of foundations, corporations, and individual donors to the School. Mr. Dunlavy has over 25 years of experience managing complex and comprehensive development and marketing programs including as Vice President for Development at the Indianapolis Symphony Orchestra and Executive Director for the Catholic Schools Foundation/Inner City Scholarship Fund in Boston, Massachusetts. He earned his B.S. in Business Administration at The University of Dayton and a Certificate in Fundraising Principles and Techniques from The Fund Raising School at the Indiana University Lilly Family School of Philanthropy.

Elizabeth A. Elkas, Associate Dean for Development with the Indiana University School of Medicine, has more than 30 years of development experience in the nonprofit sector. She started her career with the Indiana University Foundation and then helped grow the medical school development team from three people to over 30 professionals. Now leading a fourth capital campaign, she has presented at the Association of American Medical Colleges and the Association for Healthcare Philanthropy. She has served on the faculty of The Fund Raising School of the Lilly Family School of Philanthropy since 1991. Ms. Elkas holds a B.A. from Bucknell University and an M.F.A. from Indiana University.

Deborah Eschenbacher is president of Eschenbacher & Associates, Philanthropic Consulting, located in Columbus, Ohio. With over 30 years' experience in the nonprofit sector, she has served in lead development positions and as executive director of several state affiliates of national nonprofit organizations. Her higher education development experience includes major gifts officer at The Ohio State University and director of corporate and foundation relations at Ohio University. As a faculty member of The Fund Raising School, she began teaching courses in 1997. She was the second student to receive an M.A. in philanthropic studies from Indiana University and also holds a B.S. from Ohio University. Active in her community, she serves on several nonprofit boards.

Derrick Feldmann is president of Achieve, a creative research and campaigns agency, and a sought-after speaker, researcher, and advisor for cause engagement. He is a recognized thought leader in helping the cause and corporate industry understand the next generation donors, activists, and employees who are redefining causes. Derrick is the lead researcher and creator of the Millennial Impact Project, an oft-cited, multiyear study of how the next generation supports causes, and the producer of MCON, a national annual conference of more than 15,000 viewers that explores whether and how organizations are taking advantage of today's heightened interest in causes to create movements.

Tyrone McKinley Freeman