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Fundraising
Principles and Practice

First Edition
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August 2015 | 504 pages | SAGE Publications, Inc
Fundraising: Principles and Practice provides readers with a comprehensive introduction to fundraising. Taking a balanced perspective, bestselling author Michael J. Worth offers insights on the practical application of relevant theory. The text is designed to engage readers in thinking critically about issues in fundraising and philanthropy to prepare them for careers in the nonprofit sector. Worth explores donor motivations and fundraising techniques for annual giving programs, major gift programs, planned giving, and corporate and foundation giving and campaigns. Traditional methods, including direct mail and personal solicitations, are discussed as well as new tools and practices, including online fundraising, crowd-funding and social networks, analytics, and predictive modeling. Written specifically for nonprofit career-oriented individuals, this book helps readers become successful fundraisers.   

 
Preface
 
Acknowledgments
 
About the Author
 
Introduction: From Chance to Choice
 
1 Overview of Fundraising and Philanthropy
Fundraising, Development, and Advancement

 
Philanthropy and Charity

 
Fundraising and Philanthropy

 
Fundraising Profession and Fundraising Professionals

 
History of American Philanthropy

 
Philanthropy’s Scale and Impact

 
Evolution of Fundraising as a Professional Field

 
State of the Art

 
Fundraising and Other Professional Fields

 
Proceeding With Pride

 
Chapter Summary

 
Key Terms and Concepts

 
CASE 1.1 THE METH PROJECT

 
CASE 1.2 NEW YORK CITY PARKS

 
Questions for Discussion

 
Suggestions for Further Reading

 
 
2 Understanding the Nonprofit Sector and Nonprofit Organizations
Characteristics of Nonprofits

 
Classifications of Nonprofits

 
Public Charities and Private Foundations

 
Nonprofit Revenue Sources

 
Nonprofit Financial Concepts

 
Explaining the Nonprofit Sector

 
Explaining Nonprofit Organizations

 
Chapter Summary

 
Key Terms and Concepts

 
CASE 2.1 THE SMITHSONIAN INSTITUTION AND THE CATHERINE B. REYNOLDS FOUNDATION

 
Questions for Discussion

 
Suggestions for Further Reading

 
Notes

 
 
3 Understanding Donors
Corporate Philanthropy

 
Foundation Giving

 
Characteristics of Individual Donors

 
Motivations of Individual Donors

 
Wealthy Donors

 
Typology of Donors

 
Women Philanthropists

 
Cultures of Giving

 
Generations of Donors

 
Donor-Centered Approach

 
Chapter Summary

 
Key Terms and Concepts

 
CASE 3.1 T. DENNY SANFORD

 
CASE 3.2 OSCEOLA MCCARTY

 
Questions for Discussion

 
Suggestions for Further Reading

 
Notes

 
 
4 Principles of Fundraising
Types of Gifts

 
Solicitation Programs

 
Matching Programs to Needs

 
Matching Prospects to Programs

 
Solicitation Methods

 
The Fundraising Pyramid

 
The Fundraising Process

 
Chapter Summary

 
Key Terms and Concepts

 
CASE 4.1 UNITED NATIONS FOUNDATION

 
CASE 4.2 MITCHELL FAMILY AND THE UNIVERSITY OF SOUTH ALABAMA

 
Questions for Discussion

 
Suggestions for Further Reading

 
Notes

 
 
5 Preparing for Successful Fundraising
Strategic Planning to Clarify Mission and Goals

 
Strategic Planning Process

 
Benefits of Strategic Planning

 
Developing a Fundraising Strategy and Plan

 
Developing the Case for Support

 
Creating a Culture of Philanthropy

 
Building the Fundraising Team

 
Identifying and Researching Prospects

 
Chapter Summary

 
Key Terms and Concepts

 
CASE 5.1 AMERICAN RED CROSS

 
Questions for Discussion

 
Suggestions for Further Reading

 
Notes

 
 
6 Annual-Giving Programs
Clarification of Terms

 
Applying Marketing Principles

 
Acquisition, Renewal, Upgrade

 
Solicitation Methods

 
Planning the Annual-Giving Campaign

 
Chapter Summary

 
Key Terms and Concepts

 
CASE 6.1 #GIVINGTUESDAY

 
Questions for Discussion

 
Suggestions for Further Reading

 
Notes

 
 
7 Major-Gifts Programs
Definition and Characteristics of Major Gifts

 
Major-Gifts Cycle

 
Cultivating Major-Gifts Prospects

 
Cultivation Strategies

 
Managing the Major-Gifts Program

 
Developing Donor Relationships

 
Visits and Purposes

 
The Ask

 
Anatomy of the Solicitation Visit

 
Follow Up, Negotiation, and Gift Agreements

 
Maintaining Clarity of Purpose

 
Chapter Summary

 
Key Terms and Concepts

 
CASE 7.1 DON R. N. BLITZER

 
CASE 7.2 PHILLIS N. THROPIST

 
CASE 7.3 MARTHA AND FRED GENEROUS

 
CASE 7.4 ELLEN ENTREPRENEUR

 
Questions for Discussion

 
Suggestions for Further Reading

 
Notes

 
 
8 Planned Giving
Definitions and Key Points

 
Overview of Tax Law and Implications for Giving

 
Types of Planned Gifts

 
Overview of Planned-Giving Vehicles

 
Characteristics and Motivations of Planned-Gift Donors

 
Planned-Giving Program

 
Recognizing Planned-Gift Donors

 
Working With Planned-Gift Donors

 
Chapter Summary

 
Key Terms and Concepts

 
CASE 8.1 MARY

 
CASE 8.2 TOM AND BARBARA

 
CASE 8.3 MILDRED AND SUE

 
CASE 8.4 HARRY AND BETH

 
CASE 8.5 NICK

 
CASE 8.6 ANN

 
CASE 8.7 EDUARDO

 
Questions for Discussion

 
Suggestions for Further Reading

 
Notes

 
 
9 Corporate Support
Definitions and Concepts

 
Historical Overview

 
Corporate Philanthropy

 
Nonprofit-Corporate Commercial Partnerships

 
Comprehensive Relationships

 
Benefits and Risks

 
Developing and Sustaining Successful Partnerships

 
Redefining Value

 
Chapter Summary

 
Key Terms and Concepts

 
CASE 9.1 SUSAN G. KOMEN FOR THE CURE AND KFC

 
CASE 9.2 NO KID HUNGRY AND DENNY’S

 
CASE 9.3 WWF AND AVON

 
CASE 9.4 LOS ANGELES PLAZA DE CULTURA Y ARTES AND

 
CASE 9.5 NESTLÉ AND READING IS FUNDAMENTAL

 
CASE 9.6 DAWN AND THE GULF OIL SPILL

 
Question for Discussion

 
Suggestions for Further Reading

 
Note

 
 
10 Foundation Support
Overview of Foundations

 
Historical Background

 
Issues and Impact

 
Overview of Foundation Giving

 
Seeking Foundation Support

 
Chapter Summary

 
Key Terms and Concepts

 
CASE 10.1 PEW CHARITABLE TRUSTS

 
CASE 10.2 NORTHWEST AREA FOUNDATION

 
Questions for Discussion

 
Suggestions for Further Reading

 
Note

 
 
11 Campaigns
Types of Campaigns

 
Campaign Defining Characteristics

 
Phases of the Campaign

 
Gift Table

 
Strategic Decisions

 
Campaign Pros and Cons

 
Twenty-First-Century Campaigns

 
Chapter Summary

 
Key Terms and Concepts

 
CASE 11.1 KEEPING OUR PROMISE: 40TH ANNIVERSARY CAPITAL CAMPAIGN FOR N STREET VILLAGE

 
CASE 11.2 OUR TRANSFORMATION: THE CAMPAIGN FOR THE NORTH CAROLINA MUSEUM OF ART

 
CASE 11.3 WHITE PLAINS HOSPITAL: THE TIME IS NOW CAMPAIGN

 
CASE 11.4 HOWARD UNIVERSITY: BRIDGING THE GAP STUDENT AID CAMPAIGN

 
Questions for Discussion

 
Suggestions for Further Reading

 
Notes

 
 
12 Managing Fundraising Programs
Investing in Fundraising

 
Evaluating Programs

 
Allocating Resources to Effective Programs

 
Benchmarking

 
Building a Fundraising Program

 
Development Operations/Advancement Services

 
Fundraising Policies

 
Chapter Summary

 
Key Terms and Concepts

 
CASE 12.1 DISABLED VETERANS NATIONAL FOUNDATION

 
Questions for Discussion

 
Suggestions for Further Reading

 
Note

 
 
13 Organizing and Managing Fundraising Staff
Organizing the Development Office

 
Understanding Motivation

 
Applying Theory to Fundraising Management

 
Compensating Fundraisers

 
Improving Staff Performance

 
Recruiting and Developing Fundraising Professionals

 
Chapter Summary

 
Key Terms and Concepts

 
CASE 13.1 GETTA GRANT

 
CASE 13.2 SUE SOCIAL

 
CASE 13.3 MOVIN’ BILL

 
Questions for Discussion

 
Suggestions for Further Reading

 
 
14 Legal and Ethical Considerations
State Registration Requirements

 
State Disclosure Requirements

 
Gift Substantiation Requirements

 
Other Governmental Influences

 
Ethical Codes, Standards, and Guidelines

 
Considering Ethical Dilemmas in Fundraising

 
Assuring Legal and Ethical Organizations

 
Chapter Summary

 
Key Terms and Concepts

 
SCENARIOS 1–12

 
Questions for Discussion

 
Suggestions for Further Reading

 
 
15 International Fundraising and Philanthropy
A Shrinking Planet

 
Definition and Scope of Organizations

 
Governing and Managing International and Global Organizations

 
INGO Fundraising Strategies

 
International Philanthropy

 
Global Fundraising

 
Fundraising as a Global Profession

 
Chapter Summary

 
Key Terms and Concepts

 
CASE 15.1 HAITIAN EARTHQUAKE RELIEF

 
CASE 15.2 THE ONE FOUNDATION AND CHINA’S SOCIAL SECTOR

 
Questions for Discussion

 
Suggestions for Further Reading

 
Note

 
 
Conclusion: From Technician to Leader: Reflections on the Development Officer's Role
Roles of the Development Officer

 
Calls for Leadership

 
A Fulfilling Career

 
Suggestions for Further Reading

 
Note

 
 
References
 
Index

Supplements

Instructor Site

Password-protected Instructor Resources include the following:

  • Microsoft® Word® exam questions are available containing multiple choice and true/false questions for each chapter. The exam questions provide you with a diverse range of pre-written options as well as the opportunity for editing any question and/or inserting your own personalized questions to effectively assess students’ progress and understanding.
  • Editable, chapter-specific Microsoft® PowerPoint® slides offer you complete flexibility in easily creating a multimedia presentation for your course. 
  • An Instructor Guide provides teaching tips and suggestions for using the book
Student Study Site

The open-access Student Study Site includes the following:

  • Carefully selected, video links feature relevant interviews, lectures, personal stories, inquiries, and other content for use in independent or classroom-based explorations of key topics.

“This text is an excellent source of academic, theoretical and practical expertise woven into one single text. It is single-handedly a one-stop go-to book for today’s fundraising and development staff and tomorrow’s students in nonprofit management.”

Rick J. Arrowood, J.D.
Northeastern University, Boston, Massachusetts

“Michael Worth has made an enormous contribution to the fundraising profession with Fundraising:  Principles and Practice.  He brings the wisdom and perspective of decades of senior level experience as he sketches the context of fund-raising today, the centrality of the donor in all that fundraisers do, outstanding insights into capital campaigns, management, and leadership, and a systematic consideration of case studies that are analyzed drawing on his own years as a leader in the field.  This is a must-read – for fundraisers who want to advance, for sure, and for managers who want to be leaders.”

Michael J. Goff, Ph.D.
Senior Vice President and Chief Development Officer, Independent Sector

“Fundraising: Principles and Practice is grounded in Michael J. Worth’s extensive experience and expertise as both a practitioner and a scholar of fundraising.  His application of case studies to each topic provides a superb platform for students to develop the analytical skills they will need to function as successful nonprofit professionals. Worth’s comprehensive blend of fundraising principles and practice stands out from other books on the topic by focusing on the preparation of leaders who are able to think critically about the substantive issues in philanthropy and to move their nonprofit organizations to the next level of fundraising and organizational excellence.”

T. Gregory Barrett
University of Arkansas at Little Rock

I will be adopting this text for my graduate level community practice course next spring semester. It offers a good overview of fundraising in the non-profit sector. This is an area where most social workers will need to be knowledgeable, particularly those in a leadership or supervisory position.

Dr Cynthia Edmonds-Cady
Social Work Dept, Illinois State University
April 4, 2016
Key features

KEY FEATURES:    

  • Blends theory and practice to provide readers with comprehensive coverage of essential fundraising principles and numerous real-world applications and insights
  • Emphasizes ethical and legal considerations to help readers make fundraising decisions that are both legal and ethical 
  • Case studies drawn from various nonprofit sub-sectors provide readers with opportunities to apply fundraising principles to real-world situations and encourage critical thinking
  • Discussion questions and exercises encourage classroom discussion and role play to help students to understand the practical applications of the theories  
  • A chapter on international and global fundraising and philanthropy covers key considerations, obstacles, and strategies for managing international NGOs and global organizations

Sample Materials & Chapters

Chapter 4

Chapter 7


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