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| Foreword | |
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| Preface | |
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| Acknowledgments | |
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| About the Author | |
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| Five Major Fundraising Principles | |
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| People Give to People to Help People | |
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| People Give Relative to Their Means | |
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| Those Closest Must Set the Pace | |
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| Successful Fundraising | |
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| The 80/20 Rule Is Becoming the 90/10 Rule | |
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| The Need for Balance | |
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| Your Organization and the Nonprofit World | |
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| An Overview of the Sector-Broad Range of Services | |
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| Opportunities and Challenges | |
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| Working Together | |
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| Importance of Strategic Management | |
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| Be Sure Your Institution Is Worthy of Support | |
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| Managing the Resource Development Function | |
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| Analysis and Planning | |
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| Effectiveness: Doing the Right Things | |
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| Efficiency: Doing Things Right | |
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| Budgets and Financial Resources | |
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| Fundraising Modes | |
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| Special Issues Related to Small and Large Operations | |
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| Ethics | |
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| Evaluation | |
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| The Case for Support and Fundraising Materials | |
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| The Case Statement | |
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| The Comprehensive Formal Case Statement | |
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| The Case Statement Process | |
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| Market-and Situation-Specific Case Statements | |
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| Presentations and Presentation Materials | |
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| Managing Information | |
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| Record Keeping | |
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| Supporting Fundraising Strategies | |
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| Acknowledgments | |
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| Reports | |
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| Targeted Communications | |
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| The System | |
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| Establishing the Information System | |
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| Prospect Identification, Research, and Segmentation | |
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| The Best Prospects | |
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| Prospect Research | |
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| Prospect Ratings and Evaluations | |
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| Know the Prospective Donor as a Person | |
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| Nurturing Relationships | |
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| Friendraising Activities | |
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| Relationship-Building Activities Must Be Scheduled and Monitored | |
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| Moves Management-Cultivating Real Relationships | |
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| Donor Acknowledgment | |
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| Four Parts of an Acknowledgment Program | |
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| Major Gift Programs | |
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| When Major Gift Strategies Are Appropriate | |
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| Preparing for a Major Gifts Initiative | |
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| The Solicitation Interview (How to Ask for a Major Gift) | |
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| After the Solicitation | |
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| Solicitation Training and Role Playing | |
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| Mail and Email Fundraising | |
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| Acquisition Mailings | |
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| Renew and Upgrade | |
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| Lapsed Donors | |
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| Public Relations and Information | |
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| Frequency | |
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| Ensuring Success | |
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| Elements of the Appeal Package | |
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| Mail Lists | |
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| Mail Preparation: What to Do In-House; What to Do with a Mail House | |
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| Post Office | |
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| Newsletters as Part of the Direct Mail Program | |
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| Email and Websites | |
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| Telephone Solicitations | |
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| Volunteer Telephone Solicitations | |
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| Professional Telephone Solicitation Campaigns | |
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| Special Event Fundraisers | |
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| Choosing a Special Event | |
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| Implementing the Event | |
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| Cause-Related Marketing | |
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| Grantsmanship | |
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| What Is a Grant? | |
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| Government Grants and Contracts | |
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| Foundations | |
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| Foundation Research | |
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| Project Development | |
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| The Application | |
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| Acknowledgment and Reporting Requirements | |
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| Planned Giving | |
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| Defining Planned Giving | |
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| Importance of Planned Giving | |
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| Charitable Gift Instruments-Ways of Giving | |
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| Donor Education and the Planned-Giving Program | |
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| Endowment Fund | |
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| Sample Marketing Plan for Charitable Gift Annuities | |
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| Planned-Giving Societies | |
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| Capital and Endowment Campaigns | |
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| Requirements for a Successful Campaign | |
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| Chronological Steps for Success | |
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| Building Endowments | |
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| Institutional Differences | |
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| Campaign Organization and Structure | |
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| Human Resources | |
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| The Board of Directors | |
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| The Resource Development Staff | |
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| Volunteers | |
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| Working with Consultants | |
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| Evaluation | |
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| Code of Ethics | |
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| A Donor Bill of Rights | |
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| Index | |