Leading the Fundraising Charge E-Book

Karla A. Williams

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Serie: The AFP/Wiley Fund Development Series
• Sprache: Englisch

Seitenzahl: 478

Veröffentlichungsjahr: 2013

Beschreibung

Practical guidance to deal with the challenges executives face when leading a philanthropically supported nonprofit organization In today's donor-focused environment, the executive director has a greater responsibility to play an active, informed, and influential role in creating an environment that is conducive to optimal philanthropy. Leading the Fundraising Charge addresses the challenges and issues that executives face when leading a nonprofit organization that is dependent on philanthropic support.. * Offers nonprofit directors and executives the tools they need to help their organizations survive and thrive in any economic scenario * Provides a perspective that is unique to the nonprofit executive's position * Helps every executive director to evaluate and prioritize the best fund development strategies At no other time in the history of organized philanthropy has fundraising been more critical, complex, and challenging. Thorough and focused, Leading the Fundraising Charge equips you with the guidance you need to lead your nonprofit effectively.

Leseprobe

Contents

Cover

The AFP Fund Development Series

Title Page

Copyright

Dedication

Preface

Chapter 1: Leadership Concepts: Essence, Enigma, Energy, and Effect

Introduction

Essence of Personal Leadership

Self-Awareness

Sense of Reality

Courage to Change

Compassion and Passion

Ethical Conscience

Enigma of Positional Leadership

Vision

Values

Principles

Partnerships

Relationships

Energy of Fundraising Leadership

Positive Energy

Negative Energy

Effect of Organizational Stages

Infancy

Adolescence

Early Maturity

Seniority

Summary

References

Chapter 2: Philanthropy Concepts: Principles, Motivations, Impact, and Culture

Introduction

Principles of Organized Philanthropy

Tradition

Spirit

Sector

Process

Motivations of Personal Philanthropy

Demographics

Psychographics

Impact of Community Philanthropy

Social

Financial

Culture of Organizational Philanthropy

Attitude

Advocacy

Action

Summary

References

Chapter 3: Development Concepts: Profession, Professionals, Program, and Plan

Introduction

Profession of Fund Development

Pioneers (1641 to 1904)

Campaigners (1905 to 1960)

Technocrats and Innovators (1960 to 1990)

Reflectors and Correctors (1990 to 2005)

Responders (2005 and Beyond)

Professionals in Fund Development

Characteristics

Credentials

Compensation

Job Description

Program for Fund Development

Strategies

Resources

Teamwork

Plan for Fund Development Program

Components of the Plan

Evaluation of Plan

Summary

References

Chapter 4: Relationship Concepts: Social Exchange, Alignment, Cultivation, and Management

Introduction

Social Exchange in Relationships

Marketing

Motivations

Constituents

Alignment of Relationships

Research

Segmentation

Targeting

Cultivation in Relationships

Donor Pyramid

Cultivation Cycle

Moves Management

Management of Relationships

Acquisition

Renewal

Upgrade

Over-Above

Summary

References

Chapter 5: Solicitation Concepts: Case, Campaigns, Communications, and Goals

Introduction

Case to Solict Gifts

Mission

Leadership

Stability

Readiness

Case for Support

Campaigns to Solicit Gifts

Annual

Major

Capital

Legacy

Communications to Solicit Gifts

Donor Focused

Methods

Stewardship

Goals to Solicit Gift

Summary

References

About the Author

Index

The AFP Fund Development Series

The AFP Fund Development Series is intended to provide fund development professionals and volunteers, including board members (and others interested in the nonprofit sector), with top-quality publications that help advance philanthropy as voluntary action for the public good. Our goal is to provide practical, timely guidance and information on fundraising, charitable giving, and related subjects. The Association of Fundraising Professionals (AFP) and John Wiley & Sons, Inc. each bring to this innovative collaboration unique and important resources that result in a whole greater than the sum of its parts. For information on other books in the series, please visit:

http://www.afpnet.org

The Association of Fundraising Professionals

The Association of Fundraising Professionals (AFP) represents over 30,000 members in more than 207 chapters throughout the United States, Canada, Mexico, and China, working to advance philanthropy through advocacy, research, education, and certification programs.

The association fosters development and growth of fundraising professionals and promotes high ethical standards in the fundraising profession. For more information or to join the world's largest association of fundraising professionals, visit www.afpnet.org.

2012-2013 AFP Publishing Advisory Committee

CHAIR: Steven P. Miller, CFRE

Vice President, Resource Development, Reston Interfaith

D. C. Dreger, ACFRE

Director of Campaigns for the Americas, Habitat for Humanity International

Nina P. Berkheiser, CFRE

Principal Consultant, Your Nonprofit Advisor

Patricia G. Egan, CFRE

Fundraising Consultant

Scott Fortnum, ACFRE

Chief Development Officer, Saint Elizabeth Health Care Foundation

Audrey P. Kintzi, ACFRE

Senior Development Director, Saint Mary's University of Minnesota

Marilyn Foster Kirk, CFRE

Associate Vice Chancellor, University of Illinois at Chicago

Benjamin T. Mohler, CFRE

Director of Development, UNC Charlotte

Robert J. Mueller, CFRE

Assistant Vice President, Hosparus

Maria-Elena Noriega

Director, Noriega Malo y Asociados. S.C.

Ligia Pena, CFRE

Fundraising Consultant, Diversa

John Rivas, CFRE

Chief Development Officer, Florida United Methodist Home

John Wiley & Sons, Inc.:

Susan McDermott

Senior Editor (Professional/Trade Division)

AFP Staff:Jacklyn P. Boice

Editor-in-Chief, Advancing Philanthropy

Chris Griffin

Professional Advancement Coordinator

Rhonda Starr

Vice President, Education and Training

Reed Stockman

AFP Staff Support

Cover Design: Leiva-SposatoCover Image: Christopher Hudson / iStockphoto

Copyright © 2013 by Karla A. Williams. All rights reserved.

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

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging-in-Publication Data

Williams, Karla A.

Leading the fundraising charge: the role of the nonprofit executive/Karla A. Williams.

p. cm.

Includes bibliographical references and index.

ISBN 978-0-470-62198-1 (cloth); ISBN 978-1-118-22078-8 (ebk);

ISBN 978-1-118-23328-3 (ebk); ISBN 978-1-118-25906-1 (ebk)

1. Nonprofit organizations—Management. 2. Fund raising. 3. Leadership. I. Title.

HD62.6.W556 2012

658.15'224—;dc23

2012026253

To family, friends, and colleagues, thank you for challenging, inspiring, and encouraging me. You lift me up when I lack confidence, but call my hand when I become too certain. You appreciate me when I do my level best, but remind me that it may not be enough. You have taught me how to balance passion with reason.

To my MOM, thank you for imparting wisdom, curiosity and life-long learning. To my daughters ALLYSON and LINDSEY, thank you for showing that ethics is not a situation, but a way of life. To my grandchildren ALEXA and LUCAS, thank you for asking the questions and questioning the answers. To DON, thank you for showing me that life is a journey not a destination.

Preface

This book is, more or less, a culmination of my professional experience and academic exchange. Often, I say I am a student first because of my exposure to others peoples' novel ideas and distinct notions—affording me an opportunity to be a better informed teacher, writer, researcher, and consultant. This book is a repository of 40-plus years of learning and practice...an attempt to articulate the best practices of organized philanthropy and fundraising leadership.

Philanthropic fundraising is not a technique; it is a perspective and a process that requires a familiarity with psychology, philosophy, anthropology, and sociology. I have had the privilege to immerse myself in this vast universe: defining what has become a worthy profession; defending the edges of purism against commercialism; helping to codify techniques into theory; and advancing the practice through research, curriculum and certification.

Leading the Fundraising Charge is the first of its kind to link the role of organizational leader with the role of fundraising leader. This book demonstrates that leadership in the fundraising context is not didactic; it is a dynamic that emanates from the top of an organization, influencing strategic directions, penetrating cultural dimensions, and inspiring entire communities to be intentionally generous and thoughtfully engaged.

If you are an executive director, or on the way to being one, this book is for you. If you are a development director, this will help clarify your roles and responsibilities. If you are a board member, this will give you insight into the job of nonprofit leader.

Chapter 1, “Leadership Concepts,” focuses on what it takes to be a respected and reflective leader in the position of a nonprofit CEO or executive director, as it relates to fundraising. It covers the dynamics of leadership for the person who oversees an organization that desires, depends upon, and seeks community involvement via philanthropic partnerships. It specifically addresses why the executive director's leadership is so essential to the success of fundraising.

Chapter 1 covers the essence of personal leadership, the enigma of positional leadership, the energy of fundraising leadership, and the effect of organizational stages. It points out the essential multifaceted ingredients of leadership that causes an organization to resonate with donors, versus donors resisting support for it. As complex as the topic of leadership is, there is one fundamental truth: Fundraising starts and ends with leadership. In the absence of executive director leadership, fundraising will fail.

Chapter 2, “Philanthropy Concepts,” explores the similarities between leadership and philanthropy, which are both motivated by peoples' desire to ameliorate problems or advance causes. It points out that “organized philanthropy” exists because worthy organizations provide programs and services that require financial contributions. It validates the notion that if and when a donor's interests and an organization's needs come together, they produce a transformational exchange of values that provides sustenance to a democratic society.

Chapter 2 covers the principles of organized philanthropy, the motivations of personal philanthropy, the benefits of philanthropy, and the culture of philanthropy in an organization. This chapter provides insight into the nonprofit sector and why philanthropy is the expression of people's unabated opinions and intrinsic values. Understanding how philanthropic motives drive people's actions to give time, talent, and treasure is paramount to successful fundraising. More important, this chapter explains how a philanthropic culture enables that success and the lack of a philanthropic culture deters it.

Chapter 3, “Development Concepts,” focuses on the structure of a fund development program, covering the historic evolution of organized fundraising, in addition to the how-to of developing a program, staffing it, and preparing a development plan. It examines how fundraising became the organized discipline and professional, credentialed business proposition it is today and how fundraising has had tangents and tribulations, various forms of begging, elements of purism and commercialism, criticism and dynamism.

Chapter 3 is about the fund development profession, the fundraising professionals, the fundraising department, and the organization's development plan. It discusses how fund development is a much larger business strategy than is generally understood. It is a function that must be organized as a department to serve a specific clientele (donors), replete with all the infrastructure requirements to steward both mission and money. It suggests that fund development must be integrated into the organization and have equal status with all other programs and departments, as well as sufficient resources to be able to produce the anticipated “profits.”

Chapter 4, “Relationship Concepts,” presents the process associated with developing relationships that are sustainable for the long term, rather than the short term. It points out that a donor's view of a relationship is quite different from an organization's or a fundraiser's view. It demonstrates that true relationships are not just created, they are earned. Earned relationships are the result of mutual values synchronicity. They are not artificially contrived, but authentically evolved, never predicted, but predicated on opportunities found. This perspective is called donor-focused or donor-centered fundraising.

Chapter 4 focuses on social-exchange and marketing relationships, alignment of donor interests with need, cultivation that are organized and strategic, and management of methods that cause donors to give, give again, and give more. This chapter also contains field and academic research on donor segments who have the highest potential. It brings all the philosophical, theoretical, and practical elements of relationship-building in fundraising together. It applies the sensitivities and sensibilities that are integral to respectful relationships.

Chapter 5, “Solicitation Concepts,” dives deeper into the best solicitation practices utilized by the most successful fund development programs in the country. It points out that best practices are not nicely configured in black-and-white, replicable formulas; they are some do's and don'ts, a few maybes and shoulds, but no formulaic absolutes. This chapter covers what the executive director needs to know to be able to assess where to apply inspiration, when to make certain demands, what to hold others accountable for, when you need to step up and exhibit leadership, where to best apply resources, and finally, how to minimize risks.

Chapter 5 covers all the components of a successful integrated development program, including the case for solicitation, the various campaigns for implementation, and the communications needed to elicit a response. It confirms the proposition that executive directors need to lead the fundraising charge, if they want to represent the top philanthropic institutions in the country.

Karla A. Williams, ACFRE

Chapter 1

Leadership Concepts: Essence, Enigma, Energy, and Effect

This book begins with a chapter on organizational leadership because it is prerequisite for fundraising to excel. Leadership in the fundraising context is not didactic; it is a dynamic that emanates from the top of an organization, influencing strategic directions, penetrating cultural dimensions, and inspiring entire communities to be intentionally generous and thoughtfully engaged.

Introduction

The topic of leadership has become a vast economic and intellectual enterprise. Interest in the subject emanates from scholars, practitioners, consultants, and trainers in virtually every thought-discipline and social culture.

So popular is the topic of leadership that 85,743 books with the word leadership in the title can be found on the Amazon.com website. Of this number, 2,256 focus on nonprofit leadership. This popularity stems not only from a widespread curiosity about how to become a leader but also from the scores of divergent opinions about what kind of leadership is needed today.

Aspiring leaders are left to discern which among the thousands of books, hundreds of seminars, and multitude of scenarios might fit their particular situation and their organization's status. Wouldn't they all? Most certainly not!

Although most leadership books and training sessions present the basic skills, characteristics, and behaviors needed for leadership within organizations, they also tend to generalize and/or cite examples that are impractical or impossible to replicate.

Most authors offer opinions about organizational leadership largely derived from experiential observations, causing them to be presumptive rather than substantiated by replicable evidence. Many authors imply that leadership applications are transferable across sectors, in spite of different cultural dimensions. It goes without saying, that much work is needed before the topic of nonprofit leadership is fully explored and explained.

Leadership books written just for the nonprofit sector have yet one more shortcoming. They do not explore how important the executive director and other organizational leaders are to fundraising. Perhaps it's because leadership can exist without fundraising, but those of us on the front lines of philanthropy have come to know that fundraising cannot exist without leadership!