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• Cover
• The AFP Fund Development Series
• Title Page
• Copyright
• Dedication
• Foreword to the Fourth Edition
• Foreword to the Third Edition
• Preface
• A Note about the Website
• Chapter 1: Five Major Fundraising Principles
• People Give to People to Help People
• People Give Relative to Their Means
• Those Closest Must Set the Pace
• Successful Fundraising
• The 80/20 Rule Is Becoming the 90/10 Rule
• The Need for Balance
• Chapter 2: Your Organization and the Nonprofit World
• An Overview of the Sector—Broad Range of Services
• Opportunities and Challenges
• Working Together
• Importance of Strategic Management
• Be Sure Your Institution Is Worthy of Support
• Chapter 3: Managing the Resource Development Function
• Analysis and Planning
• Effectiveness: Doing the Right Things
• Efficiency: Doing Things Right
• Budgets and Financial Resources
• Setting Fundraising Goals
• Fundraising Modes
• Special Issues Related to Small and Large Operations
• Ethics
• Evaluation
• Chapter 4: The Case for Support and Fundraising Materials
• The Case Statement
• The Comprehensive Formal Case Statement
• The Case Statement Process
• Market- and Situation-Specific Case Statements
• Presentations and Presentation Materials
• Chapter 5: Managing Information
• Record Keeping
• Supporting Fundraising Strategies
• Acknowledgments
• Reports
• Targeted Communications
• The System
• Establishing the Information System
• File Systems and Procedures
• Chapter 6: Prospect Identification, Research, and Segmentation
• The Best Prospects
• Prospect Research
• Prospect Ratings and Evaluations
• Know the Prospective Donor as a Person
• Chapter 7: Nurturing Relationships
• Friend-Raising Activities
• Moves Management—Cultivating Real Relationships
• Donor Acknowledgment
• Four Parts of an Acknowledgment Program
• Chapter 8: Major Gift Fundraising
• When Major Gift Strategies Are Appropriate
• Preparing for a Major Gift Initiative
• The Solicitation Interview (How to Ask for a Major Gift)
• After the Solicitation
• Solicitation Training and Role-Playing
• Chapter 9: Direct Response: Mail and Online
• Acquisition Mailings
• Renew and Upgrade
• Lapsed Donors
• Public Relations and Information
• Frequency
• Ensuring Success
• Elements of the Appeal Package
• Mail Lists
• Mail Preparation: What to Do In-House; What to Do with a Mail House
• Social Media and Text-to-Give
• Newsletters—Print and Electronic—as Part of the Direct Response Program
• Websites
• Chapter 10: Telemarketing as a Relationship Building Tool
• The Law and Telephone Solicitation
• Volunteer Phone-a-Thon
• Volunteer Phone-a-Thon Overview
• Volunteer Recruitment
• Orientation
• Managing the Process
• Phone and Mail Campaign Coordination
• Ad-Hoc Volunteer Calls
• Professional Telephone Solicitation Campaigns
• Chapter 11: Special Event Fundraising, Cause-Related Marketing, and Crowdfunding
• Special Events: Choosing the Event
• Implementing the Event
• Cause-Related Marketing
• Crowdfunding
• Chapter 12: Grants
• What Is a Grant?
• Government Grants and Contracts
• Foundations
• Foundation Research
• Project Development
• The Application
• Acknowledgment and Reporting Requirements
• Donor-Advised Funds
• Chapter 13: Planned Giving
• Defining Planned Giving
• Importance of Planned Giving
• Charitable Gift Instruments—Ways of Giving
• Donor Education and the Planned-Giving Program
• Endowment Fund
• Sample Marketing Plan for Charitable Gift Annuities
• Planned-Giving Societies
• Chapter 14: Capital and Endowment Campaigns
• Requirements for a Successful Campaign
• Chronological Steps for Success
• Building Endowments
• Institutional Differences
• Campaign Organization and Structure
• Chapter 15: Human Resources
• The Board of Directors
• The Resource Development Staff
• Volunteers
• Working with Consultants
• Chapter 16: Successful Fundraising in Large and Small Nonprofits
• What Every Fundraiser Should Monitor
• Decision Making
• Small Shop Fundraising
• The Job—and the Joy—of Fundraising
• About the Authors
• Acknowledgments
• Index
• End User License Agreement