Fund Raising: Evaluating and Managing the Fund Development Process (AFP / Wiley Fund Development Series)

Front Cover
John Wiley & Sons, Apr 27, 1999 - Business & Economics - 448 pages
"Proper application of the fund development process can define anorganization's potential for public support and the direct means toachieve it, and can realize, even predict with reliability, theincome an organization can and should expect at any moment intime."--James M. Greenfield.

As the driving force behind every not-for-profit, fund raising is akey to an organization's success in fulfilling its mission.However, while it's important to develop the skills needed to raisemoney, it's equally important to know how to allocate it properlyin order to meet your goals. Now revised and expanded, thispractical resource provides an accessible game plan for not onlyraising funds, but also developing them effectively for increasedproductivity and profitability.

Written by James M. Greenfield, a leading authority in the field,Fund Raising takes you step-by-step through the entire funddevelopment process, from planning and marketing to communityrelations and donor management. Beginning with an examination ofphilanthropic history and perspective, it goes on to describe theindividual elements of the development process, as well as theorganizational requirements needed for the process to work. Withdetail and clarity, Greenfield covers such essential bases as theevaluation of program effectiveness, policies and procedures forpublic solicitation, the fund raising environmental audit, matchinggift programs, donor recognition, special projects campaigns, andmuch more. Threaded throughout the book is the theme of "friendraising and relationship building," both vital components ofincreasing capability and capacity to address the needs of today,with an eye toward those of tomorrow.

Along with an added, in-depth discussion of ethics, the SecondEdition introduces new best practices that have developed over thepast few years, and features updated data, useful worksheets, suchas economic statistics, demographics, and reports from the AmericanAssociation of Fund-Raising Council. Packed with numerous examples,case studies, and checklists, this exhaustive resource is essentialreading for anyone looking to achieve--and maintain--fund-raisingsuccess.

"There is the current need for a better understanding of how thefund development process can best be utilized and improved so thatcommunity benefits can be realized with adequate funding. This bookis intended to be a contribution to that end." --from thePreface

Now revised and expanded, this practical resource takes you throughthe entire fund development process, giving you the master plannecessary for realizing the full fund-raising potential of yournonprofit organization. Covering everything from accountability andstewardship to public solicitation and donor relations, the SecondEdition has been updated to include the latest economic figures,demographics, and reports from the American Association ofFund-Raising Council, as well as an added, in-depth discussion ofethics, worksheets for performance analysis, and new best practicesthat have developed over the past few years.

Jacket Design: Andrew Liefer
 

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Contents

Institutional Leadership and Professionalism
9
Understanding the Development Process
24
Popular Myths About NotforProfit Organizations
44
The FundRaising Environmental Audit
63
FundRaising Productivity Analysis
76
Policies and Procedures for Public Solicitation
89
Using the Mails to Acquire and Retain Donors
113
The Age of Visual Media
126
Estate Planning and Planned Giving
297
The Enhanced Version
309
Planning a Career by Changing Jobs
316
Management of Fund Development Office Operations
330
More Than Raising Money
343
Measuring Success
375
A Manual of Fund Development Policy and Procedure
381
Reality Tests for CauseRelated Marketing
408

Friend Raising
139
Investment Decisions
243
The Role of the Special Projects Campaign
273

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About the author (1999)

JAMES M. GREENFIELD is a veteran fund raiser with more than 35 years of experience as a development officer at three universities and five hospitals. He has served as the National Society of Fund Raising Executives' chapter officer and national board member, and is currently involved in the organization's Research Council and the NSFRE Foundation Board. He is Senior Vice President of Development and Community Relations at Hoag Memorial Hospital Presbyterian in Newport Beach, California, and is the author of Fund-Raising Fundamentals, Fund-Raising Cost Effectiveness, and The Nonprofit Handbook: Fund-Raising, all published by Wiley.

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