Relationship Fundraising A Donor-Based Approach to the Business of Raising Money

ISBN-10: 0787960896
ISBN-13: 9780787960896
Edition: 2nd 2002 (Revised)
Authors: Ken Burnett
List price: $57.00 Buy it from $25.49
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Description: This accessible resource is illustrated throughout with case histories, donor profiles and action points designed to help the professional fundraiser to convert the most current marketing theory into practical relationship fundraising.

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Book details

List price: $57.00
Edition: 2nd
Copyright year: 2002
Publisher: John Wiley & Sons, Incorporated
Publication date: 8/9/2002
Binding: Hardcover
Pages: 384
Size: 6.75" wide x 9.75" long x 1.25" tall
Weight: 1.562
Language: English

This accessible resource is illustrated throughout with case histories, donor profiles and action points designed to help the professional fundraiser to convert the most current marketing theory into practical relationship fundraising.

Foreword
Preface to the Second Edition
Acknowledgments
The Author
Much More Than Raising Money
A Unique Business Area
What Is a Donor?
Fundraising Is Important
Action Points
Donor Profile: Mary Tewson
Proud to Be a Fundraiser
Limited Public Image
Pride in Our Profession
Nonprofit Doesn't Mean Not Profitable
Essential Overheads
Any Need, on Any Scale
Value for Money
Double Agents
The Initiation
Action Points
Donor Profile: Molly and Don Patterson
The Essence of Good Fundraising
Why Do People Give?
Giving Is Good
What Makes a Successful Fundraiser?
Action Points
Donor Profile: Rose Lister
The Vital Ingredients for Success
What Is Relationship Fundraising?
The Benefits of a New Approach
A Total Philosophy
What Relationship Fundraising Can Do for You
The Nine Keys to Building a Relationship
Variations of Donor Geometry
Setting Up and Maintaining a Relationship Database
Action Points
Donor Profile: Richard West
Understanding Your Donors
Basic Research
How to Do Research
The Hidden Flaw and Other Perils
Implementing Your Findings
Donors of the Future
Action Points
Donor Profile: Mrs. Chester
Learning from Recent Research
Where Do I Start?
Some Really Important New Insights
Action Points
Donor Profile: Rachel Shapiro
Avoiding Common Errors and Pitfalls
In the Heart of the Machine
The Way We Talk to People
The Mail Mountain
Low Organizational Self-Image
The Importance of Nonresponse
The Power and Perils of Emotion
Boring, Boring, Boring ...
Personal Dislikes
The Benefits and Risks of Marketing
Following the Crowd
Action Points
Donor Profile: John Collins
Building Better Friendships Through Marketing
What Is Marketing?
The Marketing Mix: Creating an Effective Marketing Strategy
Ten Marketing Questions
Search for the URG!
Personality Problems
Fundraising by Phone
Relationships with Companies and Foundations
Publicity and Public Relations
Action Points
Donor Profile: Marsha Robbins
Making and Keeping Friends
What Is a Donor Worth?
Recognition and Rewards
Reciprocal Mailings
Cold Direct Mail
Different from the Herd
Off-the-Page Advertising
Inserts
Recruiting Face to Face
The Internet and E-Mail
Gathering Names
Membership
The Information Line
The Video Party
The President's Task Force
Action Points
Donor Profile: Kevin Tuckwell
Keeping in Touch with Your Donors
General Awareness Advertising
Selling Like Soap
Disaster Advertising
Communicating by Letter
The Ideal Thank You Letter
Newsletters and Magazines
The Annual Report
The Ideal Reply Form
Creative Use of the Phone
Even Closer Encounters
Television
Radio
Video
Getting It All Together
Action Points
Donor Profile: Ian Dunlop
Creative Approaches to Relationship Building
The Non-Event
Getting the Best Out of People
Provide Involvement
Major Gifts
Pricing and Propositions
Creative Targeting
Sponsorship of Publications
Commercial Partnerships
Employee Fundraising
Volunteers
Inform Your Ambassadors
The RFM Route to Upgrading Donors
Thank You, Thank You, and Welcome
New Products and New Product Development
Planned Giving
Central Promotion
What's in a Name?
Change Brings Opportunities
Action Points
Donor Profile: Eric Levine
Bequest Marketing: The Last Great Fundraising Opportunity
Different Strokes for Different Folks
What Bequest Marketing Means in Practice
More Rigorous Strategy
Some New Approaches
Creativity in Bequest Marketing
Action Points
Donor Profile: Alice Jenks
Keeping Up with Change
Changing Ideas About Boards and Governance
Mergers and Acquisitions
Entrepreneurial Donors and the New Rich
Venture Philanthropy
What's New in Customer Relationship Management
Disenchantment with Relationship Marketing
Face-to-Face Fundraising
The Revolution on Our Desktops
How Ethical Are We?
Some Thoughts on Future Change
Action Points
Donor Profile: Sophie Cairncross
Fundraising for the Twenty-First Century
But How High Is Up?
A Happy Ending?
Changing Fundraisers' Behavior
SAVE THE DONOR--An Urgent Appeal
Action Points
Donor Profile: Mr. and Mrs. Christisen
Glossary
Bibliography
Index

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