Essential Principles for Fundraising Success

Essential Principles for Fundraising Success is a single-source, easy-access guide that offers answers to the most commonly asked questions posed by professional fundraisers and volunteers. Organized in a clear, easy-to-use question and answer format, Essential Principles for Fundraising Success takes on the challenges that arise daily in the ongoing, high-pressured business of raising money. In this book, G. Douglass Alexander and Kristina Carlson (the founders of the successful Internet-based, fundraising consulting firm FundraisingINFO) offer insight from their combined forty-six years of experience working with thousands of nonprofit organizations. Based on the enduring principles of fundraising, this important resource shows how to master the three mainstays of fundraising—developing a case statement, creating a campaign strategy, and securing big gifts. Essential Principles for Fundraising Success also offers creative, out-of-the-box solutions for convincing reluctant board members and other stakeholders to follow proven, effective fundraising strategies

Figures, Tables, & Exhibits vii

Preface ix

Acknowledgments xi

Introduction: Purpose and Observations 1

1 Principles of Fundraising: Time-Tested Truths 5

2 Essential Fundraising Tools: Focusing Your Work 10

3 The Board: Where Fundraising Begins 19

4 Research: Working Smarter 29

5 Annual Campaigns: The Basis for the Future 39

6 Direct Mail: How to Build Your Donor Base 54

7 Special Events: Making Friends, Raising Funds, and Having Fun 66

8 Major Gifts: Getting to the Big Gifts 84

9 Capital Campaigns: Building Success 96

10 Planned Giving: You Can Do It 116

11 Foundation Grants: Writing and Other Keys to Success 131

12 Corporate Dollars: Sponsorship, Marketing, and More 143

13 Technology: Embrace It 154

14 Stewardship: Saying Thanks Pays Dividends 164

15 Putting It All Together 180

References 183

The Authors 185

Index 187

G. Douglass Alexander is chairman of Alexander Haas Martin & Partners, Inc., one of the nation's leading fundraising consulting firms, and chairman of FundraisingINFO.com. Alexander is also the chairman of MaGIC (Major Gifts Identification and Consulting), a database research firm that provides computerized screening.

Kristina J. Carlson, CFRE, is president of FundraisingINFO.com, an Internet-based fundraising consulting company.

Praise for Essential Principles for Fundraising Success

"Simply put, if you will read this book, believe in the principles, and then follow the principles, you will raise a ton of money."
—Michael E. Shapiro, Nancy and Holcombe T. Green Jr. Director, High Museum of Art

"Put this book in your back pocket and don't leave home without it. Essential Principles for Fundraising Success is the quintessential guide for the fundraiser—both the novice and the seasoned professional."
—Cynthia M. Adams, CEO and president, Grantstation.com, Inc.

"This is a wonderful, practical guide that every professional will find valuable. It is full of advice and tips that are insightful and timely."
—Jimmie R. Alford, founder and chairman, The Alford Group

"Too many times we complicate the basic fundamental principles needed for successful fundraising. Doug and Kristina have simplified it for us. Whether you are a thirty-year professional who needs reminding or a new professional who needs all the tools, Essential Principles for Fundraising Success fills the bill."
—Kurt Aschermann, senior vice president, chief marketing and development officer, Boys and Girls Clubs of America

"A terrific review of fundraising from direct mail to Internet, in a question and answer format. It can't get any easier."
—Ted Hart, president and CEO, ePhilanthropy Foundation

"A must-read for fundraisers, regardless of their experience. Easy to read, well-written, and to the point, this book will become the manual for professionals and volunteers in development."
—Daniel T. Gura, vice president for development and university relations, The University of Tampa

"Simply put, if you will read this book, believe in the principles, and then follow the principles, you will raise a ton of money."
—Michael E. Shapiro, Nancy and Holcombe T. Green Jr. Director, High Museum of Art

"Put this book in your back pocket and don’t leave home without it. The Essential Principles for Fundraising Success is the quintessential guide for the fundraiser—both the novice and the seasoned professional."
—Cynthia M.Adams, CEO and president, Grantstation.com, Inc.

"This is a wonderful, practical guide that every professional will find valuable. It is full of advice and tips that are insightful and timely."
—Jimmie R. Alford, founder and chairman, The Alford Group

"Too many times we complicate the basic fundamental principles needed for successful fundraising. Doug and Kristina have simplified it for us. Whether you are a 30-year professional who needs reminding, or a new professional who need all the tools, Essential Principles for Fundraising Success fills the bill."
—Kurt Aschermann, senior vice president, chief marketing and development officer, Boys and Girls Clubs of America

"A terrific review of fundraising from direct mail to Internet, in a question and answer format. It can’t get any easier."
—Ted Hart, president and CEO, ePhilanthropy Foundation

"A 'must read' for fundraisers, regardless of their experience. Easy to read, well written, and to the point, this book will become the manual for professionals and volunteers in development."
—Daniel T. Gura, vice president for development and university relations, The University of Tampa