| Introduction | p. xi |
| What You Should Know--Up Front | |
| Fundamental Premises, Ideas, and Other Eye Openers | p. 3 |
| The Magnitude of Fundraising in America | p. 3 |
| Putting Aside the Great Misconceptions | p. 4 |
| Six Requirements Your Drive Can't Do Without | p. 8 |
| Expect the Most Money from the Least People | p. 11 |
| The Best and Worst Ways to Ask for Funds | p. 12 |
| What Type of Gifts Should You Go After? | p. 14 |
| Annual Versus Capital Campaigns | p. 14 |
| The Cost of Doing Business | p. 16 |
| What Makes Donors Tick? | p. 18 |
| How to Turn Prospects into Givers | p. 19 |
| All About Campaigners | p. 24 |
| What to Expect from a Governing Board | p. 25 |
| The Chief Executive as Fundraiser: Don't Be without One | p. 27 |
| Aiding and Abetting: The Use of Consultants | p. 28 |
| Ten Prime Reasons Why Campaigns Fail | p. 31 |
| Making or Breaking Your Effort: Precampaign Activities | |
| Minimizing Risks | p. 35 |
| Defining the Case for Your Drive | p. 35 |
| Producing a Summary of Needs | p. 38 |
| Designing a Preliminary Table of Gift Expectations | p. 40 |
| Who's Going to Govern Your Campaign? | p. 43 |
| Getting a Handle on the People Who Might Fund You | p. 48 |
| Tracking Down Foundations | p. 51 |
| Enlarging Gift Income by Evaluating Prospects | p. 53 |
| The Evaluation Committee in Action | p. 54 |
| The Ultimate Risk-Cutter: Feasibility Studies | p. 57 |
| Establishing Dollar Goals | p. 65 |
| Preparing a Final Table of Gift Expectations | p. 66 |
| One Last Crucial Test Before You Go On | p. 72 |
| Broadening the Base | p. 74 |
| Preparing a Campaign Budget | p. 75 |
| How to Classify Prospects | p. 76 |
| Creating a Table of Organization | p. 81 |
| Building Your Workforce | p. 82 |
| The Timetable as a Guide | p. 93 |
| Marketing Your Campaign | p. 97 |
| Making a Commitment: The Action Plan | p. 101 |
| Soliciting Major and Intermediate Gifts | |
| The Case for Conducting Upbeat Training Programs | p. 105 |
| Don't Be Cheap with Training Time | p. 106 |
| Training Presentations That Cut the Mustard | p. 107 |
| Training Your Salesforce: The Power of the Personal Visit | p. 113 |
| Visit to an Orientation Session | p. 114 |
| How You Can Be the Best One-on-One Solicitor Around | p. 134 |
| Assigning Prospects and Getting Solicitations Underway | p. 136 |
| By Calling Names | p. 137 |
| Distributing Lists | p. 137 |
| A Century-Old Process That Still Works: Campaign Kickoffs | p. 138 |
| Keeping Workers Energized | p. 141 |
| Campaign Cabinet Meetings | p. 141 |
| Category and Division Report Meetings | p. 142 |
| Campaign Newsletters | p. 142 |
| Telephone Follow-up | p. 144 |
| Audio Cassettes | p. 144 |
| Group Solicitation: Difficult, But Less Risky Than You'd Imagine | p. 145 |
| Functions Versus Benefits | p. 145 |
| Shedding Light on Grant Procedures and Proposals | p. 165 |
| Research and Perseverance Pay Off | p. 165 |
| Preparing for Grant Submissions | p. 166 |
| Working Up Proposals | p. 167 |
| What to Do Once You've Received a Grant | p. 173 |
| Make Your Proposal Do Double Duty | p. 173 |
| Inquiry Letters | p. 173 |
| Running a Profitable Small Gifts Drive | |
| Understanding Small Gifts, Givers, and Approaches | p. 177 |
| Stop Baking and Start Fundraising | p. 177 |
| Who Are Small Gift Prospects? | p. 177 |
| Small Gifts in the Order of Things | p. 178 |
| Choosing an Approach | p. 179 |
| Developing a Coverage Plan | p. 179 |
| Knocking on Doors--How Canvassing Pays Off | p. 182 |
| Getting Started | p. 182 |
| Membership and Constituent Canvassing | p. 186 |
| Assigning Prospects to Large Numbers of Workers | p. 191 |
| Nonaffiliated Prospect Canvassing | p. 193 |
| Telephone Appeals: Dialing for Dollars | p. 196 |
| The Pitfalls of Soliciting by Phone | p. 196 |
| First Steps | p. 197 |
| Visit to a Phonathon Orientation Meeting | p. 200 |
| How to Assign Prospects and Follow Through | p. 212 |
| Key Factors to Remember | p. 216 |
| Word Power: The Small Gift Alternative | p. 217 |
| Gaining a Perspective | p. 217 |
| Set Goals for Dollars and Donors | p. 219 |
| Finding Prospects | p. 221 |
| Planning Effective Multimailings to Turn a Profit | p. 224 |
| Upgrading Donors | p. 228 |
| What to Do with Nondonors | p. 229 |
| Creating a Direct-Mail Package | p. 230 |
| Testing Your Package | p. 237 |
| Additional Ideas to Stir Your Imagination | p. 237 |
| A Case Study | p. 238 |
| Putting the Drive to Bed | |
| Postcampaign Follow-up | p. 243 |
| Complete Solicitations | p. 243 |
| Update Master Prospect Files | p. 245 |
| Prepare Fundraising Summary Sheets | p. 246 |
| Evaluating the Drive | p. 248 |
| Pledge Collection | p. 249 |
| Enlisting Next Year's Campaigners | p. 250 |
| Long-Range Planning | p. 250 |
| Organize a Special Event for Campaigners | p. 251 |
| Getting Your Message Across: Communications | |
| Publicity: How to Get It Used | p. 255 |
| Graphic Design for Nondesigners | p. 259 |
| Go with the Flow | p. 259 |
| Getting a Feel for Composition | p. 259 |
| The Basics of Typography | p. 263 |
| Layout Considerations | p. 265 |
| The Frugal Way to Smashing Layouts | p. 267 |
| Slashing Your Publications Budget | p. 267 |
| Getting Artwork to Fit Your Design | p. 274 |
| Editing Artwork | p. 275 |
| Logos, Papers, and a Few Other Hints | p. 276 |
| What You Need to Know About Paper | p. 276 |
| Use Plenty of White Space | p. 277 |
| Proofing | p. 277 |
| Coordinate Your Graphic Look | p. 278 |
| The Still Camera in Action | p. 279 |
| Wrap-up | p. 283 |
| Recommended Reading | p. 286 |
| Index | p. 287 |
| Table of Contents provided by Syndetics. All Rights Reserved. |