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Leading the Fundraising Charge


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Table of Contents

Preface xix CHAPTER 1 Leadership Concepts Essence, Enigma, Energy, and Effect 1 Introduction 1 ESSENCE of Personal Leadership Necessary Elements and Ingredients 2 ENIGMA of Positional Leadership Pressures of Being at the Top 18 ENERGY of Fundraising Leadership Differences Between Good and Bad 27 EFFECT of Organizational Stages Various Stages Will Alter Strategy 33 INFANCY Vision and Values Create Impetus 36 CHAPTER 2 Philanthropy Concepts Principles, Motivations, IMPACT, and Culture 49 Introduction 49 PRINCIPLES of Organized Philanthropy Spiritual and Democratic Ideology 50 MOTIVATIONS of Personal Philanthropy Discovery of Complexity and Complications 62 IMPACT of Community Philanthropy Measurable Economic and Social Benefits 72 CULTURE of Organizational Philanthropy Foundation for Successful Fundraising 81 ATTITUDE Perception Influences Opinions 82 ADVOCACY Communications Shape Cultures 84 ACTION Aligning Cultural Ideas and Ideals 87 CHAPTER 3 Development Concepts Profession, Professionals, Program, and Plan 95 Introduction 95 PROFESSION of Fund Development From Begging, to Selling, to Marketing 96 PIONEERS (1641 to 1904) Moral Imperative to Collect Contributions 98 CAMPAIGNERS (1905 to 1960) Consultants Who Codified Campaign Theory 99 TECHNOCRATS and INNOVATORS (1960 to 1990) Merged a Calling Into a Career 101 REFLECTORS and CORRECTORS (1990 to 2005) Shifted to a Donor-Focused Culture 103 RESPONDERS (2005 and Beyond) Faced Expansion, Retraction, and Globalization 104 PROFESSIONALS in Fund Development Characteristics, Credentials, and Compensation 107 CHARACTERISTICS Expertise, Competencies, and Conscience 108 CREDENTIALS Education, Experience, and Certification 112 COMPENSATION Equitable and Competitive Salaries 116 JOB DESCRIPTION Roles, Responsibilities, and Expectations 117 PROGRAM for Fund Development An Integrated Seemless System 121 STRATEGIES An Integrated Development Program 121 RESOURCES Adequate Infrastructure and Systems 124 TEAMWORK Key to Unleashing Energy and Talent 132 PLAN for Fund Development Program Articulation of Metrics and Methods 136 COMPONENTS of the Plan The Individual Parts, Assembled, and Linked 138 EVALUATION of Plan Measures to Reduce Risk and Increase Effectiveness 141 CHAPTER 4 Relationship Concepts Social Exchange, Alignment, Cultivation, and Management 147 Introduction 147 SOCIAL EXCHANGE in Relationships Move From Transactions to Transformations 149 MARKETING Social Exchange Based on Shared Values 149 MOTIVATIONS Evaluation of Constituency Profile 153 CONSTITUENTS Focus on High Potential Prospects 156 ALIGNMENT of Relationships Constituency Analysis Uncovers Patterns 163 RESEARCH Identify Donors With Linkage and Interests 164 SEGMENTATION Organize Similar Donors Into Groups 170 TARGETING Rate, Rank, and Match Donors With Cases 172 CULTIVATION in Relationships Strategies To Build Long-Term Relationships 175 DONOR PYRAMID Donor Movement and Monetary Distribution 176 CULTIVATION CYCLE Process to Engage Donors Toward Mission Affinity 179 MOVES MANAGEMENT Relationship System Involving Multiple Contacts 182 MANAGEMENT of Relationships Techniques To Expand the Donor Base 184 ACQUISITION Identify and Invite Donors to Give 186 RENEWAL Encourage Donors to Repeat Behavior 190 UPGRADE Building Donor Loyalty and Attachment 193 OVER-ABOVE The Final Step in Donor Management 195 CHAPTER 5 Solicitation Concepts Case, Campaigns, Communications, and Goals 199 Introduction 199 CASE to Solict Gifts Critical Elements of a Case for Support 200 MISSION Relevance and Achievability of Vision 201 LEADERSHIP Marketplace Position in the Community 202 STABILITY Structurally Sound and Financially Responsible 203 READINESS Institutional Assessment of Worthiness 204 CASE FOR SUPPORT Compelling, Urgent, and Realistic Goal 205 CAMPAIGNS to Solicit Gifts Integration of Fundraising Methods 207 ANNUAL Program for Repeat, Loyal Giving 210 MAJOR Program for Inspired, Impactful Gifts 213 CAPITAL Program for Mega, Named Donors 215 LEGACY Program for Donors' Last Gifts 218 COMMUNICATIONS to Solicit Gifts Motivational Elicitors to Generate a Response 221 DONOR FOCUSED Creation of a Social Exchange 222 METHODS Solicitation Effectiveness and Efficiency 229 STEWARDSHIP Accountability for Donors and Dollars 236 GOALS to Solicit Gift Budgetary Approach to Match Needs and Interests 240 Summary 243 References 243 About the Author 245 Index 247

About the Author

KARLA A. WILLIAMS , ACFRE, is the principal of The Williams Group, a consulting firm serving clients across the country who want to enhance and expand their philanthropic efforts. She works with CEOs and trustees to assess their potential for civic engagement, create innovative nonprofit programs, and recruit talented people. She is nationally known and a highly respected industry leader, bestselling author, adjunct faculty at three universities, and expert in nonprofit organizational development.

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