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Relationship fundraising : a donor-based approach to the business of raising money

Author: Ken Burnett
Publisher: San Francisco, CA : Jossey-Bass, ©2002.
Series: Jossey-Bass nonprofit and public management series.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:
A guide to fundraising for nonprofit organizations, based on understanding the wants and needs of the donor and achieving trust through communication. The strengthening of relationships through involving the donors in the work of the organization or otherwise rewarding them is discussed, and the possibilities for bequest marketing are also explored.
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Genre/Form: Staff professional collection
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Ken Burnett
ISBN: 0787960896 9780787960896
OCLC Number: 48783772
Description: xxxiv, 350 pages ; 24 cm.
Contents: 1 Much More Than Raising Money 1 --
A Unique Business Area --
What Is a Donor? --
Fundraising Is Important --
Donor Profile: Mary Tewson --
2 Proud to Be a Fundraiser 13 --
Limited Public Image --
Pride in Our Profession --
Nonprofit Doesn't Mean Not Profitable --
Essential Overheads --
Any Need, on Any Scale --
Value for Money --
Double Agents --
The Initiation --
Donor Profile: Molly and Don Patterson --
3 The Essence of Good Fundraising 27 --
Why Do People Give? --
Giving Is Good --
What Makes a Successful Fundraiser? --
Donor Profile: Rose Lister --
4 The Vital Ingredients for Success 37 --
What Is Relationship Fundraising? --
The Benefits of a New Approach --
A Total Philosophy --
What Relationship Fundraising Can Do for You --
The Nine Keys to Building a Relationship --
Variations of Donor Geometry --
Setting Up and Maintaining a Relationship Database --
Donor Profile: Richard West --
5 Understanding Your Donors 61 --
Basic Research --
How to Do Research --
The Hidden Flaw and Other Perils --
Implementing Your Findings --
Donors of the Future --
Donor Profile: Mrs. Chester --
6 Learning from Recent Research 83 --
Where Do I Start? --
Some Really Important New Insights --
Donor Profile: Rachel Shapiro --
7 Avoiding Common Errors and Pitfalls 95 --
In the Heart of the Machine --
The Way We Talk to People --
The Mail Mountain --
Low Organizational Self-Image --
The Importance of Nonresponse --
The Power and Perils of Emotion --
Boring, Boring, Boring ... --
Personal Dislikes --
The Benefits and Risks of Marketing --
Following the Crowd --
Donor Profile: John Collins --
8 Building Better Friendships Through Marketing 127 --
What Is Marketing? --
The Marketing Mix: Creating an Effective Marketing Strategy --
Ten Marketing Questions --
Search for the URG! --
Personality Problems --
Fundraising by Phone --
Relationships with Companies and Foundations --
Publicity and Public Relations --
Donor Profile: Marsha Robbins --
9 Making and Keeping Friends 155 --
What Is a Donor Worth? --
Recognition and Rewards --
Reciprocal Mailings --
Cold Direct Mail --
Different from the Herd --
Off-the-Page Advertising --
Inserts --
Recruiting Face to Face --
The Internet and E-Mail --
Gathering Names --
Membership --
The Information Line --
The Video Party --
The President's Task Force --
Donor Profile: Kevin Tuckwell --
10 Keeping in Touch with Your Donors 185 --
General Awareness Advertising --
Selling Like Soap --
Disaster Advertising --
Communicating by Letter --
The Ideal Thank You Letter --
Newsletters and Magazines --
The Annual Report --
The Ideal Reply Form --
Creative Use of the Phone --
Even Closer Encounters --
Television --
Radio --
Video --
Donor Profile: Ian Dunlop --
11 Creative Approaches to Relationship Building 223 --
The Non-Event --
Getting the Best Out of People --
Provide Involvement --
Major Gifts --
Pricing and Propositions --
Creative Targeting --
Sponsorship of Publications --
Commercial Partnerships --
Employee Fundraising --
Volunteers --
Inform Your Ambassadors --
The RFM Route to Upgrading Donors --
Thank You, Thank You, and Welcome --
New Products and New Product Development --
Planned Giving --
Central Promotion --
What's in a Name? --
Change Brings Opportunities --
Donor Profile: Eric Levine --
12 Bequest Marketing: The Last Great Fundraising Opportunity 247 --
Different Strokes for Different Folks --
What Bequest Marketing Means in Practice --
More Rigorous Strategy --
Some New Approaches --
Creativity in Bequest Marketing --
Donor Profile: Alice Jenks --
13 Keeping Up with Change 275 --
Changing Ideas About Boards and Governance --
Mergers and Acquisitions --
Entrepreneurial Donors and the New Rich --
Venture Philanthropy --
What's New in Customer Relationship Management --
Disenchantment with Relationship Marketing --
Face-to-Face Fundraising --
The Revolution on Our Desktops --
How Ethical Are We? --
Some Thoughts on Future Change --
Donor Profile: Sophie Cairncross --
14 Fundraising for the Twenty-First Century 311 --
But How High Is Up? --
A Happy Ending? --
Changing Fundraisers' Behavior --
SAVE THE DONOR --
An Urgent Appeal --
Donor Profile: Mr. and Mrs. Christisen.
Series Title: Jossey-Bass nonprofit and public management series.
Responsibility: Ken Burnett ; foreword by Jennie Thompson.
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Abstract:

Offers fundraising professionals the resource for learning the techniques of effective communication with donors in the twenty-first century. Containing case histories, donor profiles, and action  Read more...

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"This is an excellent book for those of you new to the field of fundraising and the nonprofit world in general." (CharityChannel.com, December 20, 2002)

 
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