Fundraising Principles and Practice (eBook)

Adrian Sargeant, Jen Shang (Autoren)

eBook Download: EPUB

2024 | 3. Auflage
816 Seiten
Wiley (Verlag)
978-1-394-19027-0 (ISBN)

Infos

Adopt an organized approach to fundraising planning

In it's third edition Fundraising Principles and Practice is a unique resource for students and professionals seeking to deepen their understanding of fundraising in the current nonprofit environment. Based on emerging research in economics, psychology, social psychology, and sociology, this book comprehensively analyzes the factors that impact the fundraising role in the nonprofit sector. Readers will explore donor behavior, decision making, and social influences on giving. Building upon that background, authors Adrian Sargeant and Jen Shang then describe today's fundraising methods, tools, and practices. A robust planning framework helps you set objectives, formulate strategies, create a budget, schedule, and monitor activities, with in-depth guidance on assessing and fine-tuning your approach.

With updated case studies and examples, this book helps you develop a concrete understanding of the theory and principles of fundraising. A companion website offers additional opportunity to deepen your learning and assess your knowledge. Updates to this Third Edition include the latest research and new content in rapidly changing areas of fundraising, such as digital and social media.

• Learn the common behaviors and motivations of donors
• Master the tools and practices of nonprofit fundraising
• Manage volunteers, monitor progress, evaluate events, and more

Fundraising Principles and Practice provides working nonprofit professionals, as well as postgraduate students studying fundraising, with a comprehensive guide to all aspects of the field, including in-depth coverage of today's most effective approaches.

ADRIAN SARGEANT is the Co-Director of the Institute for Sustainable Philanthropy in the U.K. Professor Sargeant is widely regarded as the leading academic authority on fundraising.

JEN SHANG is the world's only Philanthropic Psychologist. She is currently Co-Director at the Institute for Sustainable Philanthropy in the U.K.

Textauszug

FIGURES AND TABLES

Figures

1.1	The Role of Nonprofits in Society

1.2	Revenue Sources for Reporting Public Charities, 2013 (Percentage)

1.3	Sources of Revenue for Reporting Public Charities, Excluding Hospitals and Higher Education, 2013 (Percentage)

1.4	2022 Contributions: $499.33 Billion by Source of Contributions

1.5	2022 Contributions: $499.33 Billion by Type of Recipient Organization

2.1	American Red Cross Fundraising Poster

2.2	Fundraiser Self Identities

2.3	Fundraiser Professional Identities

3.1	AFP Code of Ethical Standards

3.2	AFP Code of Ethical Principles

3.3	Rogare's Ethical Decision-Making Framework for Fundraising

4.1	American Generations

4.2	Charitable Giving As a Share of Median Family Wealth 2010-2016

4.3	Empathy Generating Ad Produced by Parkinson's Disease Society of Singapore

4.4	Individual Giving Model

4.5	Greenpeace Beer Coaster

4.6	Example of Novelty in Advertising

4.7	Roseman's Cognitive Appraisal Theory of Emotion

4.8	Example of Knowledge Structure

4.9	Alzheimer Society ad

4.10	Royal National Lifeboat Institution Ad

4.11	Charity: Water Efficiency Ad

4.12	Sargeant and Woodliffe Model

5.1	Social Giving Model

5.2	The Effect of Social Information on Giving

5.3	The Effect of Social Information on Renewing Donors

5.4	The Effect of Social Network on Giving

5.5	How Much Do You Identify With Being A Public Radio Member?

5.6	Individual/ Supporter Word Clouds

5.7	Revenue Gain Over Control Condition

6.1	Generic Planning Framework

6.2	Sample PESTLE Analysis for a Small University Development Office

6.3	Sources of Fundraising Information

6.4	Life Cycle Concept

6.5	Using the Life Cycle for Planning

6.6	Portfolio Analysis

6.7	Sample Portfolio Analysis

7.1	Ansoff Matrix

7.2	Sample Segments from ESRI TapestryTM

7.3	VALSTM Framework

7.4	Criteria for Segmentation of Industrial Markets

7.5	Multi Segment Approach

7.6	Positioning of Childrens’ Charities

7.7	Brand Touch Points

7.8	A Brand Framework

7.9	Dimensions of a Nonprofit Brand

7.10	Salvation Army Ad.

7.11	Fundraising Plan Structures.

8.1	Rhode Island Women's Fund Case For Support

8.2	Southern Pines Animal Shelter

9.1	Illustration of ROI Analysis

9.2	Benchmarking Process

9.3	Illustrative Fundraising Effectiveness Project (FEP) Averages

9.4	FEP Fundraising Fitness Test

9.5	2021 Average Donation Amount By Sub Sector

9.6	One Year ROI for Acquisition Media

9.7	Comparison of One Year and Five Year ROIs

10.1	Cornerstones of Direct Response

10.2	Sources of New Donors

10.3	Contents of a Typical Database Record

10.4	Heritage Foundation List

10.5	Budget for a Typical 50,000 Piece Initial Test Mailing

10.6	Sample Successful Recruitment Mailing – Denver Rescue Mission

10.7	Kidney Research UK Mailing

10.8

UNICEF Ad

10.9	Direct Dialogue Recruitment

10.10

Amnesty International Welcome

10.11

ASPCA DRTV Ad

10.12

Barncancer Fonden Campaign

10.13

Friends of the Earth Campaign

10.14

Sample Letter

11.1	Digital Fundraising Mix

11.2	KHS Campaign

11.3	Viral Example: The Seagull Strikes Back.

11.4	UNICEF Facebook Campaign

11.5	Pokémon at the Indiana State Museum

11.6A

Navigation in Header

11.6B

Only Logo in Header

11.7	Giving To CaringBridge

11.8	Mobile Giving Page

11.9	Use of QR Codes in Fundraising

12.1	March of Dimes

12.2	Pre-Populated Tweet

12.3	Indy Star Tweet

12.4	Pete the Planner Tweet

12.5	Captain Tom Fundraising Page

13.1	A Typology of Loyalty

13.2	Measuring Donor Satisfaction

13.3	Importance and Satisfaction Matrix

13.4	Botton Village Response Form

13.5	The Loyalty Ldder

13.6	Donor Pyramid

13.7	Donor Communications Cycle

13.8	Union of Concerned Scientists Welcome Package

13.9	: Christian Identity and Commitment Condition

13.10

Results of Christian Identity and Connectedness Test

13.11

Donor Value Pyramid

13.12

Perspectives on Value

14.1	High Net Worth Donors Reporting Giving Based on Motivation Type (%)

14.2	Reasons Why High-Net-Worth Households Stopped Supporting An Organization They Had Supported In The Previous Year

...

14.3	The Major Gift Development Process

Produkt-Details

• Erscheint lt. Verlag: 23.4.2024
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management
• ISBN-10: 1-394-19027-1 / 1394190271
• ISBN-13: 978-1-394-19027-0 / 9781394190270