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