The Nonprofit Development Companion

A comprehensive workbook covering all aspects of successful nonprofit development

One of the most significant factors in the success of any marketing and fundraising program is the ability and willingness of the organization to take the time to develop an integrated development plan with realistic budgets, timelines, and areas of responsibility. The Nonprofit Development Companion examines all aspects of successful development and includes useable templates and examples that can be adapted for application within any nonprofit organization.

• Covers a specific element in each chapter, including mission, strategic planning, case for support, marketing/communications, use of volunteers, fundraising program, recordkeeping system, CEO, governing board, and development staffing
• Includes templates and samples to provide specific examples to use right away
• Offers a new approach to nonprofit fundraising and marketing

Based on sound development principles, this book gives you the step-by-step guidance you need to build and run a successful development program.

Foreword xiii

Preface xv

Acknowledgments xvii

Chapter 1 How Does Development Mean? 1

Development is Marketing 2

Development is Holistic 3

Development Includes Fundraising 4

The Development Team 5

The Components of Successful Development Programs 6

Chapter 2 A Clear and Compelling Mission 9

Creating/Re-Creating Your Mission Statement 10

Using the Mission Statement 11

The Good, the Bad, and the Ugly 12

In Summary 14

Chapter 3 Building Ownership through Planning 15

Elements of Successful Planning 16

Establishing the Strategic Planning Committee 16

Conducting the Strategic Planning Committee Meetings 18

Managing the Plan and Achieving Your Objectives 19

Planning for a Capital Campaign 19

In Summary 21

Chapter 4 Creating the Case for Support 25

The Internal Case Statement—Basic Development Tool 26

What the Internal Case Statement Includes 28

The Process of Creating the Internal Case Statement 30

Tips for the Writer 31

Preparing Presentational Case Statement Materials 31

In Summary 32

Chapter 5 Telling Your Organization’s Story 33

The Definition and Purpose of Marketing 33

What’s in a Name? 35

Get to Know Your Target Audiences 37

Getting the Word Out 38

Using Your Available Human Resources 40

Writing the Marketing and Communications Action 41

Internal Marketing and Communications 43

Being Prepared for Crisis Management 44

In Summary 45

Chapter 6 The Fundraising Program 51

Planning to Succeed 51

The Annual Fund—Acquiring, Keeping, and Growing Donors 55

Raising Major Gifts 62

Planned Giving—Another Way to Raise Major Gifts 73

Capital Campaigns 77

The Role of Special Events in Development 85

Keeping the Friends You Have Made 87

In Summary 90

Chapter 7 Research and Recordkeeping 109

‘‘Make the Juice Worth the Squeeze’’ 109

Where Am I, and What Do I Do? 111

The Continuing Process of Evaluating and Planning 112

General Principles of Prospect Identification, Research, and Rating 113

In Summary 114

Chapter 8 The Organization and Use of Volunteers 127

Why Do We Volunteer? 128

What Volunteers Bring to Your Organization 128

Methods for Developing Volunteer Involvement and Leadership 130

Selecting the Right Person for the Job 132

Extending the Invitation 132

Recognizing and Thanking Volunteers 133

Dealing with Recalcitrance 134

In Summary 135

Chapter 9 Building and Keeping an Effective Governing Board 137

The Principal Functions of the Board 139

Beginning to Build a Strong Board 141

Creating and Guiding the Process—the ‘‘Committee on Board Wellness’’ 143

The CEO and the Board—Who’s in Charge Here? 147

Keeping It in the Family—Thoughts on Board Relations 148

The Special Character of Foundation Boards 148

In Summary 150

Chapter 10 Your Organization’s Real Chief Development Officer 163

‘‘Trickle Down Development’’ 164

The CEO and the Components of Development 165

The CEO and the Major Gifts Program 166

Providing Leadership in Stewardship 167

In Summary 170

Chapter 11 The Development Professional 173

If Development Professionals Are So Important, Why Aren’t They Appreciated? 175

The Development Chief and the CEO 176

How to Find Your Ideal Development Professional 177

In Summary 179

About the Author 185

AFP Code of Ethics 187

A Donor Bill of Rights 189

Index 191

BRYDON M. DeWITT is President of DeWitt & Associates, Inc., and has been a development professional for more than thirty-five years. In addition to consulting, Mr. DeWitt has made presentations and conducted seminars/workshops for conferees and governing boards.

Praise for The Nonprofit Development Companion

"In The Nonprofit Development Companion, Brydon DeWitt shares his considerable knowledge and experience with everyone involved in the fundraising world. It is strong, to the point, and very clear. This is an outstanding addition to the profession's literature."
—Ken Bartels, Principal, Ken Bartels Consulting

"Whether you are a seasoned development professional or are just getting started in raising funds for an organization, The Nonprofit Development Companion has the practical how to advice and sample documents that we all need to succeed in raising friends and funds."
—Susan Hacker, CFRE, Individual Giving Associate, American Society of Plastic Surgeons/Plastic Surgery Educational Foundation

"Mr. DeWitt's The Nonprofit Development Companion is a candy store for everyone engaged in the fundraising field. His insights and methods are compelling for both the novice and the experienced professional. Following his advice will achieve any organization's development goals. I know this firsthand, because it was his guidance that enabled us to exceed every financial goal during our very first three years as a 501 C3."
—Eugene R. Klompus, Executive Director, I-Car Education Foundation

"It is hard to believe that so much clear and useful information can be included in only 200 or so pages of Brydon DeWitt's The Nonprofit Development Companion. The numerous forms, processes, job descriptions, templates, etc., certainly justify the subtitle, A Workbook for Fundraising Success. The book also provides a road map from the mission statement, through its strategic plan and goals to successful funding of the nonprofit's activities. This book is a workbook, a road map, and a one-stop primer."
—David L. Flick, President, Friendship Industries, Inc.

"The key to the success of any nonprofit is a solid financial foundation. Brydon DeWitt has put together the floor plan to follow in establishing this foundation. This book is a must-have for the toolbox of any nonprofit."
—The Rev. Jonathan Barton, General Minister, Virginia Council of Churches

"New to the development world? Seasoned chief development officer? Put reading this book on your to-do list for now and once each year!"
—Madge Logan Clark, current Volunteer Chairman, Build a House for Chi Omega Campaign, University of Tennessee, Knoxville; former chief development officer, St. Mary's Episcopal School, Memphis