Nonprofit Fundraising 101 E-Book

Darian Rodriguez Heyman

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch
• Veröffentlichungsjahr: 2015

Seitenzahl: 550

Beschreibung

Raise more money for your cause! Based on expert advice and insights from a variety of respected industry experts, Nonprofit Fundraising 101 is an essential text for nonprofit professionals, volunteers, activists, and social entrepreneurs who want to leverage best practices to promote their cause. Built upon the success of the best-selling Nonprofit Management 101, this easy to digest book provides practical, comprehensive guidance for nonprofit fundraising around the globe. With tips and tools, expert advice, and real-world insights from almost fifty industry leaders, this robust resource addresses the entire spectrum of fundraising for nonprofits, including: * Planning, hiring, and tracking progress * Individual donors, major gifts, events, and direct mail * Board and volunteer engagement * Foundation and government grants * Corporate partnerships * Online and email fundraising * Social media and mobile crowdfunding * Earned income and social enterprise Written by and for front line practitioners and geared towards a global audience of emerging and established leaders, this field guide offers step-by-step formulas for success. Nonprofit Fundraising 101 features a foreword by fundraising guru and Soul of Money author Lynne Twist, insights from notable non-profit professionals such as CNN's Van Jones, and an afterword by Kiva.org Co-Founder & President Premal Shah. This book also provides indispensible ideas and diverse case studies ranging from grassroots efforts to the ALS Ice Bucket Challenge, and advice for organizations of all sizes and focus. Chapters are brief and easily digestible, featuring extensive resources for additional learning, concrete best practices, and pitfalls to avoid. Enjoy this must-read manual to learn tried and true ways to raise more money for your cause, nonprofit, or charity.

Leseprobe

Praise for Nonprofit Fundraising 101

“Good stuff! A great, incredibly helpful tool for any cause looking to raise money, online or off.”

—Steve Wozniak, co-founder, Apple

“It's not often you find such a distinctive twist on the world of fundraising. Professionals—and lead volunteers—will find this to be a practical, global, source of reference.”

—Andrew Watt, CEO, Association of Fundraising Professionals (AFP)

“This must-have book provides a comprehensive breakdown of the strategies and tactics necessary to raise the financial resources essential to bring about the changes we seek.”

—Jody Williams, Nobel Peace Prize Laureate (1997); chair, Nobel Women's Initiative

“Nonprofits and charities around the world struggle to secure the support needed to maximize impact, but that just got a bit easier thanks to the very practical lessons in Nonprofit Fundraising 101.”

—Dan Kammen, professor of energy, University of California, Berkeley; contributing lead author for the Intergovernmental Panel on Climate Change, which shared the 2007 Nobel Peace Prize Laureate

“Nonprofit fundraising is really, really hard, and almost every nonprofit can use a lot of help with it. This book makes it easier by getting together a lot of useful, effective how-to information.”

—Craig Newmark, founder, craigslist and craigconnects

“This book is a gift to nonprofit leaders and fundraisers around the world!”

—Carolyn Miles, President and CEO, Save the Children USA

“Billions of dollars of support flow to nonprofits around the world every year, and this book will help ensure your cause secures the resources it needs to thrive.”

—Bill Strathmann, CEO, Network for Good

“Nonprofits are fueled by two things: passion and money. Nonprofit Fundraising 101 helps show how the two come together and offers a quick intro for the beginner, or a deep dive for the experienced fundraiser.”

—Jacob Harold, president and CEO, GuideStar USA

“By providing a step-by-step framework for fundraising success across all disciplines, this book makes a much-needed contribution to those dedicating their lives to social change.”

—Charles Best, founder, DonorsChoose.org

“Whether you are a volunteer, board member, or executive director, Nonprofit Fundraising 101 is a complete guide to the do's and don'ts of effective fundraising. I don't just recommend it—I'm using it.”

—Greg Baldwin, president, VolunteerMatch.org

“This is an impressive collection of experts and practitioners, all with ideas and strategies proven by real experience. I'm thrilled to see this compendium of resources available to the nonprofit sector and know every fundraiser and executive director will soon have it on his or her desk!”

—Amy Sample Ward, CEO, NTEN

“When nonprofits consider launching social enterprises to supplement charitable income with earned revenue, Nonprofit Fundraising 101 provides an expert overview of the key factors for leaders and boards to think through at the outset.”

—Jim Schorr, CEO, Social Enterprise Alliance

“Nonprofit Fundraising 101 is a wonderful new tool as to ignite your Changemaker™ skills into action!”

—Nancy Welsh, executive director and CEO, Ashoka's Youth Venture

“Social entrepreneurs at all levels of experience can benefit from this thorough text, which unlocks the secrets to earning more income and raising more capital for your cause.”

—Cheryl Dorsey, president, Echoing Green

“If you want to be a force for good in the world, fundraising is essential to furthering your cause. Nonprofit Fundraising 101 is an extraordinary resource, full of practical advice and wisdom gleaned from numerous sector experts. It has everything you need to succeed, all in one place.”

—Heather McLeod Grant, co-author, Forces for Good

“Beyond covering the traditional fundraising basics, Nonprofit Fundraising 101 does a great job clearly breaking down the secrets to success for groups interested moving into the digital age.”

—Wendy Harman, director, Information Management and Situational Awareness, Red Cross of America

“This book provides nonprofits and social entrepreneurs around the world with a new, powerful tool.”

—Will Kennedy, senior programme officer, United Nations Office for Partnerships

“An absolute must-read for anyone who is any way involved in fundraising.”

—Peter Brinckerhoff, author, Smart Stewardship for Nonprofits: Making the Right Decision in Good Times and Bad

“It's not easy changing the world, but this book gives nonprofits and fundraisers a huge edge in the quest for impact.”

—Aaron Hurst, founder, Taproot Foundation; author, The Purpose Economy: How Your Desire for Impact, Personal Growth and Community Is Changing the World

“If you're looking to build the fundraising capacity of your organization, this book is a great starting point and offers a single point of entry for success.”

—Jeanne Bell, CEO, CompassPoint Nonprofit Services

“This book provides a helpful set of easy to understand and implement fundraising tips and tools. It is the perfect follow-up to Nonprofit Management 101.”

—Emmett D. Carson, CEO, Silicon Valley Community Foundation

“This book holds the key to catapult your mission forward. After working with social entrepreneurs in more than 100 countries, rarely have I come across a resource so useful and robust.”

—Ernesto Sirolli, founder, Sirolli Institute; TED Speakers

“Heyman offers a comprehensive approach to fundraising that is practical, helpful, and relevant to current issues. With many helpful tips, excellent examples, and relevant case studies, any reader will find this to be a valuable fundraising resource.”

—Nathan Medina, GPC, VP of the Board of Directors, Grant Professionals Association

NONPROFIT FUNDRAISING 101

A PRACTICAL GUIDE WITH EASY TO IMPLEMENT IDEAS & TIPS FROM INDUSTRY EXPERTS

DARIAN RODRIGUEZ HEYMAN

WITH LAILA BRENNER

Cover design: Wiley

This book is printed on acid-free paper.

Copyright © 2016 by Darian Rodriguez Heyman. 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, 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 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 the 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 the author shall be liable for damages arising herefrom.

For general information about our other products and services, please contact our Customer Care Department within the United States at [phone], outside the United States at [phone] or fax [phone].

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Library of Congress Cataloging-in-Publication Data: Heyman, Darian Rodriguez  Nonprofit Fundraising 101 / Darian Rodriguez Heyman.  pages cm  Includes bibliographical references and index.  ISBN 978-1-119-10046-1 (paperback); ISBN  978-1-119-10050-8 (pdf); ISBN 978-1-119-10056-0 (epub)  1. Nonprofit organizations. 2. Fund raising. I. Title. II. Title: Nonprofit fundraising one hundred one. III. Title: Nonprofit fundraising one hundred and one.  HD2769.15.H49 2016  658.15'224—dc23

978-1-119-10050-8 (ePDF) 978-1-119-10056-0 (ePub)

 2015036883

ISBN: 978-1-119-10046-1 (pbk)

Darian's Dedication

I dedicate this book to my beloved grandmother, Martha Heyman. I love you, and I thank you for a lifetime of service to our family and to the community. You taught us all the value of family, the love of travel, and the joy of serving others.

Laila's Dedication

To my mother, Lori Steele, for teaching me to believe in myself, and that I could do anything I put my mind to. I love you.

CONTENTS

About the Book

Book Overview and Purpose

Book Structure and Style

Common Themes

Flow of the Book

Fundraising Ethics

Acknowledgments

Foreword Discovering What It Means to Be a Fundraiser

Part I: Planning for Success and Preparing Your Team

Chapter 1: Creating a Fundraising Plan

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Expert

Resource Review

Chapter 2: Hiring and Training Development Staff

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Expert

Resource Review

Chapter 3: Engaging Your Board

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Expert

Resource Review

Chapter 4: Volunteer Fundraising

Introduction

Critical Skills and Competencies

Examples of Volunteer Activities

Conclusion

Do’s and Don’ts

About the Expert

Note

Resource Review

Part II: Building Your Toolkit and Tracking Progress

Chapter 5: Prospecting and Donor Research

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Expert

Resource Review

Chapter 6: Donor Databases and CRM

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Experts

Resource Review

Chapter 7: Measuring Impact: Data, Stories, and Organizational Dashboards

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Expert

Resource Review

Part III: Individual Donors

Chapter 8: Grassroots Fundraising: Building Your Donor Pyramid

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Expert

Resource Review

Chapter 9: Major Donors: Building Relationships, Making the Ask, and Stewardship

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Expert

Resource Review

Chapter 10: Direct Mail: The Ins and Outs

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Expert

Resource Review

Chapter 11: Year-End, Annual Appeals, and Membership Campaigns

Introduction

Critical Skills and Competencies

2. Understand Your Donors

Conclusion

Do’s and Don’ts

About the Expert

Resource Review

Chapter 12: Event-Based Fundraising

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Experts

Resource Review

Chapter 13: Runs, Walks, and Rides: Community-Based Fundraising

Introduction

Critical Skills and Competencies

Help People Overcome the Fear of Asking

Ask for More Than Money

Make Them Storytellers

Be There

Conclusion

Do’s and Don’ts

About the Expert

Resource Review

Chapter 14: Fundraising Across the Generations: Millennials, Baby Boomers, and More

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Experts

Resource Review

Part IV: Online Fundraising

Chapter 15: Maximizing Website Donations

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Expert

Resource Review

Chapter 16: Fundraising with Email

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Expert

Resource Review

Chapter 17: Social Media and Crowdfunding for Your Cause

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Experts

Resource Review

Appendix: Practical Tips for Key Social Media Platforms and Crowdfunding Case Study

Facebook

Twitter

LinkedIn

YouTube

Instagram

Pinterest

Prepare in Advance

Events Drive Results

Secure Marketing Trades

Engage Businesses

Recruit Celebrities and Influencers

Experiment with Social Media

Note

Simplify Your URL

Chapter 18: Mobile Fundraising

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Experts

Resource Review

Part V: Foundations

Chapter 19: Research, Getting in the Door, and Securing an Invitation to Apply

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Experts

Resource Review

Chapter 20: Government Grants

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

About the Expert

Resource Review

Chapter 21: Writing a Winning LOI and Proposal

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

Resource Review

Chapter 22: Tracking Progress and Reporting Back

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

Resource Review

Part VI: Corporate Support

Chapter 23: Sponsorships

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

Resource Review

Chapter 24: Cause Marketing Partnerships

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

Resource Review

Chapter 25: In-Kind Fundraising and Media Sponsorship

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

Resource Review

Part VII: Unlocking Social Enterprise

Chapter 26: Earned Income Strategies

Introduction

Critical Skills and Competencies

Conclusion

Do’s and Don’ts

Resource Review

Afterword Finding Your Path

Closing Thoughts

Book Partners

Book Sponsors

Publication Partner

Book Partners

About the Authors

Index

EULA

Guide

Cover

Table of Contents

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About the Book

“You don’t have to know all the answers, you just need to know where to find them.”

—Albert Einstein

There’s a story I like to tell whenever I address an audience of nonprofit fundraisers. It speaks to what I think of as the single greatest obstacle standing in our way as a community, and especially as a sector—the mistaken notion that when we raise money for an important cause, somehow we’re begging for alms, holding out our tin cup.

The story is about a young college student in a philosophy class. One day, the professor greeted his audience of 100 master’s and doctoral students with a question. “Is this glass half full, or half empty?” he asked.

The students spent the entire 90-minute class debating and discussing, but as you might imagine, they never solved the age-old riddle. This especially frustrated one of the students, whose family had made great sacrifices to put him through school, even after he finished his undergraduate studies.

He huffed and puffed on his way home, where his grandmother, Gertrude, was there waiting for him.

“How was class today?” she asked as soon as he walked in the door, but the student was upset and didn’t want to talk about it. She pressed him, as grandmas are prone to do, and finally he told her about his experience.