Effective Fundraising

Create a sustainable revenue model that can propel your mission-driven organization into the future

Effective Fund Raising: The Trustee's Role and Beyond is the result of author F. Warren McFarlan’s two decades of research at Harvard Business School, along with over forty years of active social enterprise board service. This book offers a depth of knowledge and insight that will prove invaluable for trustees, donors, and others related to and responsible for the success of social enterprise. Social enterprise organizations have played a vibrant and important role in the USA for the past century. And yet, the business of fundraising has not become any easier or more elegant. In this book, you will discover how to help raise the financial resources that your organization needs to perform its good deeds.

This book focuses on the steps and strategies you need to know to secure funding to fulfill your mission. Development is the lifeblood of most social enterprises, be they large or small. You’ll also discover how to harness the energies of the right people to ensure the long-term success of your development efforts.

Learn why an effective, sustainable revenue model is critical to the success of even the most exciting mission-driven organization

• Understand the core elements of the revenue model, including governance, fees, the annual fund, capital fundraising campaigns, planned gifts, and more
• Develop a strong plan for sustaining your organization’s revenue, regardless of organization size
• Build the skill of asking for money and lead your organization to a revenue and philanthropy orientation

Many social enterprise CEOs spend over half of their time on fundraising. Why? Simply put: without a sustainable revenue model, even the most exciting mission-driven organization will collapse. The dirty truth is that, with no fund raising, there is no social enterprise or enduring mission. This book will help you shoulder the burden of fundraising and ensure the long-term success of your venture.

Foreword vii

Preface xi

Acknowledgments xv

Chapter 1 Asking for Money 1

Chapter 2 Governance 15

Chapter 3 The Players 29

Chapter 4 The Annual Fund 53

Chapter 5 Capital Campaign 73

Chapter 6 Planned Giving and Foundations 95

Chapter 7 Events 117

Chapter 8 Information Support 133

Chapter 9 Micro Social Enterprise Issues 147

Chapter 10 What Can I Do? 163

Bibliography 173

Index 175

F. WARREN MCFARLAN is the Albert H. Gordon Professor of Business Administration Emeritus, and former Senior Associate Dean of External Relations at Harvard Business School. He has been chair and a member of numerous cultural, school, hospital, community service and religious organization boards. He has chaired numerous annual funds and capital campaigns.

Social enterprise organizations play a vibrant and important role in the world. They employ nearly 15% of the workforce in the United States alone and receive deep and enduring support from philanthropy as they pursue their missions. Unfortunately, without a sustainable and predictable revenue model, even the most exciting mission-driven organizations will inevitably collapse. The inescapable truth is that, without fundraising, there is no social enterprise or enduring mission.

In Effective Fundraising: The Trustee’s Role and Beyond, distinguished Harvard Business School Professor and social enterprise expert F. Warren McFarlan delivers a book focused squarely on the reality of asking for money and donations. The book demonstrates that everything from governance and the provision of specific services depends on sustainable revenue and shows readers how to develop the right team and messaging to help you keep the lights on.

You’ll find a depth of knowledge and insight driven by the author’s two decades of research and over forty years of active social enterprise board service. He shows you the steps and strategies you’ll need to understand to secure the funding your mission requires. You’ll learn about the core elements of a functioning revenue model, including governance and fees, the annual fund, capital fundraising campaigns, planned gifts, and more.

You’ll also discover how to build the skill of tactfully asking for money, how to lead your organization in revenue generation, and how to develop a strong plan for sustaining your organization’s revenue, regardless of its size.

Perfect for board members, employees, managers, and leaders of social enterprises, Effective Fundraising is also essential reading for executives of these organizations trying to nudge their boards in the direction of sustainable and predictable revenue models.

PRAISE FOR EFFECTIVE FUNDRAISING

“Fundraising is often done unsystematically by passionate staff. This book brings together Warren McFarlan’s years of generosity and experience as a donor and a Harvard Business School professor to codify the ethical, practical and emotive framework on which to build an effective board and raise millions. Effective Fundraising serves as a new bible for trustees and staff alike.”
—Charlotte Appleyard, Director of Development & Business Innovation, Royal Academy of Arts in London

“Whether it’s an annual fund, a capital campaign, or planned giving Professor McFarlan takes decades of experience in teaching business and gives us a way to walk boldly onto all of those fundraising paths. If you care about the future and want your community-based organization to thrive, share this book and apply its wisdom to your plan.”
—Reverend Thomas J. Brown, Episcopal Bishop of Maine

“This practical and straightforward book provides not only the rationale for nonprofit fundraising but how to enjoy the vital task of every trustee: asking for money.”
—Jeanette Clough, President and CEO of Mount Auburn Hospital

“Warren McFarlan has distilled over 40 years of leadership and best practice into a ‘how-to’ for all trustees. It also raises the bar on what it means to be a trustee.”
—Sean Keohane, President and CEO, Cabot Corporation; Trustee of Dexter Southfield School and Boston Latin School Association

“Warren McFarlan’s latest book offers a vital enduring roadmap to effective fundraising and financial sustainability for any organization in the social sector. It is refreshingly honest, practical, and astute. A must-read for nonprofit boards and leaders.”
—Tracy Palandjian, CEO, Social Finance; former Board Chair, Facing History; Harvard University Overseer

“Warren McFarlan has written the definitive book on effective fundraising. Warren describes the approach that every trustee and fundraiser should take to raise financial resources to protect the institutions they love. It is a must-read for everyone in the philanthropic community.”
—Stephen A. Schwarzman, CEO and Co-founder, Blackstone Corporation; Founder, Schwarzman Scholars at Tsinghua University, Beijing, China

“Warren McFarlan’s Effective Fundraising is an indispensable playbook for all who believe that not-for-profit institutions need to be sustained by a thoughtful and passionate commitment to clear headed strategic thinking. Important as an introduction for new trustees and staff, and a crucial primer for those of long service, the ideas are clear, directional and inspirational.”
—Matthew Teitelbaum, Director, Museum of Fine Arts, Boston