Fundraising When Money Is Tight E-Book

Mal Warwick

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Serie: The Mal Warwick Fundraising Series
• Sprache: Englisch

Seitenzahl: 225

Veröffentlichungsjahr: 2009

Beschreibung

A NONPROFIT SURVIVAL KIT for HARD TIMES

"This is a must-read for all of us in fundraising. Mal Warwick includes practical approaches for difficult economic times, from zero-based thinking about our programs to strategies for relating to our donors and making certain our fundraising programs are prepared to succeed not only now but when the economy recovers."
—Eugene R. Tempel, president, Indiana University Foundation

"Brilliant! No nonprofit organization can afford to ignore the insightful advice Mal Warwick offers in this concise and eminently readable book. It's practical, down-to-earth, and addresses the complex, real-world challenges of raising money in tough times."
—Ben Jealous, president, NAACP

"Fundraising When Money Is Tight is an important book in a difficult time for all. This is the right book for anyone who is committed to advancing the public good."
—Jane Wales, founder, Global Philanthropy Forum, and vice president, Aspen Institute

"This is a must-read book by any fundraising manager. It's timely, it's a good read, and the moment I put it down I made sure my managers got focused, got real, and got with the project today."
—Mark Astarita, director of fundraising, British Red Cross

Leseprobe

Table of Contents

Praise

Praise

Title Page

Copyright Page

WHO SHOULD READ THIS BOOK

Acknowledgements

ABOUT THE AUTHOR

WHEN BAD THINGS HAPPEN TO GOOD CAUSES

Dedication

PART ONE

CHAPTER 1 - What History Teaches Us

Philanthropy in Recessionary Times

Giving During the Depression

CHAPTER 2 - A Proven Way to Anticipate the Future

How Scenario Planning Works

CHAPTER 3 - Three Scenarios for Economic Recovery

Scenario A: Happy Days Are Here Again

Scenario B: On the Road Again

Scenario C: Misery Loves Company

CHAPTER 4 - Three Possible Fundraising Strategies

Strategy 1: The Defensive Approach

Strategy 2: The Selective Approach

Strategy 3: The Aggressive Approach

CHAPTER 5 - Identify a Winning Strategy

Consequences of Pursuing the Defensive Approach

Results of the Aggressive Approach

What Happens with the Selective Approach?

PART TWO

CHAPTER 6 - Reassess the Whole Ball of Wax

What Do You Cut?

Reassessing Your Work from the Outside In and the Inside Out

CHAPTER 7 - Strengthen Your Case for Giving

Vision, Mission, and Values

Why Donors Give (or Don’t Give)

To Ask or Not to Ask

CHAPTER 8 - Be Content with One in the Hand—Forget the Two That May Be in the Bush

Good Tests Versus Inconsequential Ones

What’s Really “Creative” in Direct Mail Fundraising?

CHAPTER 9 - Cut Costs with a Scalpel, Not an Ax

1. Consider putting capital projects on hold.

2.Take a careful look at your organization chart.

3. Make sure your fundraisers are actually raising money.

4. Rethink where you draw the line between major donors and small donors.

5. Reconsider that glossy magazine you send your donors.

6. Consider outsourcing gift processing and donor file maintenance.

7. Approach donor acquisition cautiously.

8. Emphasize list exchanges in acquisition.

9. Concentrate on reactivating lapsed donors.

10. Mail long-lapsed and former donors in acquisition.

11. Make sure front-end premiums are cost-effective.

12. Gang-print your materials.

13. Clean your mailing list.

14. Reduce your postage expenses.

15.Trim telemarketing costs.

16. Scrutinize online communications costs.

CHAPTER 10 - Fish Where the Big Fish Are

How Segmentation Works

How Segmentation Can Boost Your Bottom Line

CHAPTER 11 - Stay Close to Your Donors

Give Your Donors That Warm and Fuzzy Feeling

Use Technology to Get Closer to Your Donors

Research Without Paying Through the Nose

CHAPTER 12 - Get Personal with Your Donors

Step I: Design a Questionnaire

Step 2: Test the Questionnaire

Step 3: Prepare the Direct Mail Package

Step 4: Mail the Questionnaire Package to Your Donors

Step 5: Enter the Information on Your Donor Database

Step 6: Put the Information to Work

CHAPTER 13 - Step Up Your Efforts Online

CHAPTER 14 - Break Down the Silos

CHAPTER 15 - Summary

Step I: Reassess the whole ball of wax: fundraising, marketing, communications.

Step 2: Strengthen your case for giving.

Step 3: Be content with one in the hand—forget the two that may be in the bush.

Step 4: Cut costs with a scalpel, not an ax.

Step 5: Fish where the big fish are.

Step 6: Stay close to your donors.

Step 7: Get personal with your donors.

Step 8: Step up your efforts online.

Step 9: Break down the silos.

READING LIST

INDEX

Raves forFundraising When Money Is Tight!

For nonprofit organizations struggling in a difficult economy, Fundraising When Money Is Tight presents the road map to survival—and a bright future beyond. Mal Warwick’s seasoned judgment can help preserve the vital role of the non-profit sector in educating our young, feeding the hungry, sheltering the homeless, healing the sick, celebrating our diverse culture, and restoring the environment.

—Congresswoman Barbara Lee, chair, Congressional Black Caucus

Professionals and volunteers in nonprofits looking for ways to weather this economic storm must digest Mal Warwick’s timely book. Fundraising When Money Is Tight takes the panic out of today’s uncertainty by offering up reasoned strategies to achieve organizational success in a declining economy.

—H. Art Taylor, president and CEO, BBB Giving Alliance

This is a valuable book because it details stuff you can actually do. Mal Warwick has given us a simple outline for making sure we stabilize our existing program, not lose sight of the need to be aggressive at times and cautionary at other times, while laying the groundwork for weathering storms in the future. And unlike many such guidebooks, this stuff can be accomplished by any organization regardless of size, complexity, or sophistication. This is a valuable tool for fundraisers.

—Kurt Aschermann, president, Charity Partners Foundation, and consultant

As a practitioner, Mal Warwick has spent a lifetime learning and teaching how to fundraise more effectively. His latest book is another in a series of gems, laser-focused to help us succeed—and his experience shines through again in this must-have guide for today’s economic climate.

—Dr. Mark S. Albion, former professor of marketing, Harvard Business School, and New York Times best-selling author, Making a Life, Making a Living

Fundraising When Money Is Tight is the book every fundraising professional needs to read immediately. It’s to the point, filled with both the “hard facts” and “realistic steps” that development shops, large and small, must understand and implement now rather than later.

—Judith E. Nichols, author, Pinpointing Affluence in the 21stCentury

Too many fundraisers will use the recession as an excuse for underperforming when there is actually considerable scope for optimism. Warwick shatters our misconceptions and maps out practical steps that all organizations can take to not only weather the storm but be in better shape because of it.

—Adrian Sargeant, PhD, Robert F. Hartsook Professor of Fundraising, Indiana University-Purdue University Indianapolis

I’ve been waiting for a book like this. It provides a step-by-step approach to maximize revenue in the current economy and prepare for better times to come. It’s filled with hundreds of examples and tips. There are fifteen chapters, and each alone is worth the price of the book.

—Jerold Panas, executive partner, Jerold Panas, Linzy & Partners

Fundraising When Money Is Tight is the trifecta: sound philosophy, practical strategies, and hands-on examples. Don’t put Mal’s guide on your bookshelf. Place it on your desk. Read it. Use it!

—Roger M. Craver, chair, DonorTrends, and editor, www.TheAgitator.net

Mal Warwick doesn’t sell quick fixes and silver bullets—even in times of trouble. He offers specific, practical steps to cut costs and improve fundraising performance. He demands the best: donor-focused relationship building, strategic thinking, top-notch strategy, and competence. And he rewards us with both the “why” and the “how.”

—Simone P. Joyaux, ACFRE, author, Keep Your Donors and Strategic Fund Development

In Fundraising When Money Is Tight, Mal Warwick provides solid strategic and tactical insights of how best to lead our organizations during times of uncertainty. I found this book to be not only a quick, interesting read, but also an important guide for making critical decisions today and tomorrow.

—Kory Christianson, CFRE, St. Joseph’s Indian School

Take Mal’s “exercise in visioning,” and use as many as you can of Mal Warwick’s dozens of cost-cutting ideas—all to enhance your net revenue today and increase your program’s potential for the future.

—James M. Greenfield, ACFRE, FAHP, author, Fundraising Fundamentals: A Guide to Annual Giving for Professionals and Volunteers

Whether you’re working at the Board level or looking for specific tactics to get you through challenging times, Fundraising When Money Is Tight is a must-read. Full of smart advice and proven approaches that have always made sense, and never more so than now.

—Phyllis Freedman, president, SmartGiving

Fundraising When Money Is Tight is both timely and timeless. Development staff looking for creative ideas and encouragement in dealing with the current economic crisis will find them in this book. But every organization will face other crises. Donors will change priorities, board members will fade away, direct mail and online copy will lose their zing—and this book will come in handy once again. Its checklists, samples, and down-to-earth advice will reassure seasoned professionals that they are on the right track and open new vistas for those on their way up.

—Sandra A. Adams, vice president, Grameen Foundation

In this engaging and accessible book, Mal Warwick manages to distill and download over 30 years of social justice activism and professional fundraising expertise. Fundraising When Money Is Tight provides us with the tools to continue to dream for a better world.

—Belvie Rooks, board chair, Ella Baker Center for Human Rights, and board member, Jessie Smith Noyes Foundation

I’ve relied on Mal and his firm since 1997, and his advice has helped build and expand our grassroots operation through the years.

—U.S. Senator Russ Feingold

Tough times or high times, this is a book that every nonprofit should read. The strategies, tips, research, reminders, and challenges have been integrated into a readable, practical, and thoughtful book that will be relevant far longer than the current economic crisis.

—Kay Sprinkel Grace, author, consultant, and principal, Transforming Philanthropy

When Mal Warwick writes a book, you should to read it. Mal’s experience and insights are unparalleled. Although this book is written specifically to address the challenging times in which we find ourselves, there are timeless strategies here that will be all the more relevant in the good times that assuredly are ahead.

—Christopher G. Cleghorn, former executive vice president, Easter Seals

In Fundraising When Money Is Tight, Mal Warwick has managed to incorporate wise and complex concepts in easy-to-understand—and easy-to-read—language. Right after reading this book, I was able to put his advice to use at a planning session with senior staff and campaign volunteer leadership.

—Roberta Zucker Catalinotto, chief development officer, Jewish Community Federation of San Francisco, the Peninsula, Marin & Sonoma Counties

Mal Warwick gives us some very useful suggestions on how we can meet growing need during difficult times. I highly recommend Fundraising When Money Is Tight.

—Michael Welch, associate director, Office of Medical Development, Stanford University

Fundraisers bring passion to work with them every day—that’s why they’re fundraisers. Mal Warwick has shown us how to take that passion, no matter how challenging the times, and use it in support of the causes that we work for. Mal’s new book encourages all of us to recognize that our professional abilities are more relevant when money is tight and helps to provide the focus that we need to maximize our impact on the causes that we work for.

—Andrew Watt, FInstF, chief programs officer, Association of Fundraising Professionals

Praise from Around the World

You lose the right to complain about this economic downturn if you haven’t read and put into practice the tips in Mal Warwick’s new book. Regardless of the economy, this short book is a great read and embodies great fundraising practice. An essential read for all fundraisers and those they report to.

—Sean Triner, co-founder, Pareto Fundraising (Australia)