| Acknowledgments | p. xi |
| Introduction | p. xiii |
| What you Should Know-Up Front | p. 1 |
| Fundamental Premises, Ideas, and Other Eye-Openers | p. 3 |
| The Magnitude of Fundraising in America | p. 3 |
| Putting Aside the Great Misconceptions | p. 4 |
| Six Requirements Your Drive Can't Do Without | p. 7 |
| Expect the Most Money from the Least People | p. 10 |
| The Most and Least Powerful Ways to Ask for Funds | p. 11 |
| What Type of Gifts Should You Go After? | p. 12 |
| Annual versus Capital Campaigns | p. 13 |
| The Cost of Doing Business | p. 15 |
| Turning Prospects into Givers-Cultivation | p. 17 |
| All about Campaigners | p. 21 |
| What to Expect from a Governing Board | p. 23 |
| The Chief Executive as Fundraiser: Don't Be without One | p. 24 |
| Aiding and Abetting: The Use of Consultants | p. 25 |
| Ten Prime Reasons Why Campaigns Succeed | p. 27 |
| Making or Breaking Your Effort: Precampaign Activities | p. 29 |
| Minimizing Risks | p. 31 |
| Defining the Case for Your Drive | p. 31 |
| Producing a Summary of Needs | p. 34 |
| Designing a Preliminary Table of Gift Expectations | p. 35 |
| Who's Going to Govern Your Campaign? | p. 38 |
| Getting a Handle on the People Who Might Fund You | p. 43 |
| Tracking Down Foundations | p. 46 |
| Enlarging Gift Income by Evaluating Prospects-Peer Screening | p. 47 |
| The Evaluation or Peer Screening Committee in Action | p. 49 |
| The Ultimate Risk-Cutter: Feasibility Studies | p. 51 |
| Establishing Dollar Goals | p. 59 |
| Preparing a Final Table of Gift Expectations | p. 60 |
| One Last Crucial Test before You Go On | p. 66 |
| Broadening the Base | p. 68 |
| Preparing a Campaign Budget | p. 69 |
| Classifying Prospects | p. 70 |
| Creating a Table of Organization | p. 75 |
| Building Your Workforce | p. 76 |
| Campaign Tools to Get You Started | p. 79 |
| Fundraising Management Software | p. 79 |
| Forms | p. 83 |
| The Timetable as a Guide | p. 91 |
| Enlisting a Marketing Committee | p. 95 |
| Making a Commitment: The Action Plan | p. 96 |
| Soliciting Major and Intermediate Gifts | p. 99 |
| The Case for Conducting Upbeat Training Programs | p. 101 |
| Don't Be Cheap with Training Time | p. 102 |
| Training Presentations That Cut the Mustard | p. 103 |
| Training Your Sales Force: The Power of the Personal Visit | p. 107 |
| Visit to an Orientation Session | p. 108 |
| How You Can Be the Best One-on-One Solicitor Around | p. 127 |
| Assigning Prospects and Getting Solicitations Underway | p. 129 |
| Calling Names | p. 130 |
| Distributing Lists | p. 130 |
| Over a Century-Old Process That Still Works: Campaign Kickoffs | p. 131 |
| Keeping Workers Energized | p. 134 |
| Campaign Cabinet Meetings | p. 134 |
| Category and Division Report Meetings | p. 135 |
| Campaign Newsletters | p. 135 |
| Telephone Follow-up | p. 137 |
| Group Solicitation: Difficult, But Less Risky Than You'd Imagine | p. 138 |
| Functions versus Benefits | p. 138 |
| Shedding Light on Foundation/Corporate Grants and Proposals | p. 156 |
| Research and Perseverance Pay Off | p. 156 |
| Playing by the Rules | p. 157 |
| Working Up Proposals | p. 159 |
| What to Do Once You've Received a Grant | p. 164 |
| Making Your Proposal Do Double Duty | p. 164 |
| Inquiry Letters | p. 165 |
| Running A Profitable Small-Gifts Drive | p. 167 |
| Understanding Small Gifts, Givers, and Approaches | p. 169 |
| Stop Baking and Start Fundraising | p. 169 |
| Who Are Small-Gift Prospects? | p. 169 |
| Small Gifts in the Order of Things | p. 170 |
| Choosing an Approach | p. 170 |
| Developing a Coverage Plan | p. 171 |
| Knocking on Doors-How Canvassing Pays Off | p. 173 |
| Getting Started | p. 173 |
| Membership and Constituent Canvassing | p. 177 |
| Assigning Prospects to Large Numbers of Workers | p. 182 |
| Nonaffiliated Prospect Canvassing | p. 183 |
| Telephone Appeals: Dialing for Dollars | p. 187 |
| The Pitfalls of Soliciting by Phone | p. 187 |
| First Steps | p. 188 |
| Visit to a Phonathon Orientation Meeting | p. 191 |
| How to Assign Prospects and Follow Through | p. 203 |
| Key Factors to Remember | p. 207 |
| Direct Mail: The Small-Gift Alternative | p. 208 |
| Gaining a Perspective | p. 208 |
| Setting Goals for Dollars and Donors | p. 210 |
| Finding Prospects | p. 212 |
| Planning Effective Multimailings to Turn a Profit | p. 215 |
| Upgrading Donors | p. 217 |
| What to Do with Nondonors | p. 218 |
| Creating a Direct-Mail Package | p. 219 |
| Testing Your Package | p. 226 |
| Additional Ideas to Stir Your Imagination | p. 226 |
| A Grassroots Case Study | p. 227 |
| E-Campaigning: Using E-Mail, Web Sites, and eBay Auctions to Boost Results | p. 231 |
| E-Campaigning: Cultivating and Soliciting Prospects via the Internet | p. 233 |
| Introduction | p. 233 |
| Using E-mail | p. 235 |
| E-newsletters | p. 240 |
| Mailing List Databases and Management | p. 242 |
| Acquiring Donations via Your Web Site | p. 243 |
| The Basics of Accepting Gifts through Your Site | p. 245 |
| Take Heed | p. 247 |
| Let the Bidding Begin-Using eBay Auctions | p. 248 |
| Direct and Community Selling | p. 249 |
| What Items to Offer? | p. 249 |
| Presentation-Make It Appealing | p. 250 |
| The Direct Selling Game Plan | p. 253 |
| Ways to Sell | p. 254 |
| Signing Up | p. 255 |
| Cost Factors | p. 256 |
| What Happens Following a Community Selling Sale? | p. 257 |
| A Must Offer Payment Plan | p. 257 |
| Marketing Your Auctions | p. 258 |
| Following Through | p. 259 |
| Going, Going, Going ... | p. 259 |
| Putting the Drive to Bed | p. 261 |
| Postcampaign Follow-Up | p. 263 |
| Completing Solicitations | p. 263 |
| Updating Master Prospect Files | p. 265 |
| Preparing Fundraising Summary Sheets | p. 266 |
| Evaluating the Drive | p. 268 |
| Pledge Collection | p. 269 |
| Enlisting Next Year's Campaigners | p. 270 |
| Long-Range Planning | p. 270 |
| Worker Recognition | p. 271 |
| Getting Your Messages Across | p. 273 |
| Making Marketing Decisions | p. 275 |
| Introduction | p. 275 |
| Is Marketing PR...PR Marketing?...or Is It All Publicity? | p. 275 |
| Pinpointing Your Direction | p. 276 |
| Tools of the Trade | p. 277 |
| Think Cost-Effective | p. 277 |
| Publicity: How to Get it Used | p. 279 |
| What's Newsworthy? | p. 279 |
| Press Releases | p. 280 |
| Feature Stories | p. 283 |
| Public Service Announcements | p. 283 |
| Dealing with the Media | p. 286 |
| Media Database | p. 287 |
| Avoiding an Editor's Pet Peeves | p. 287 |
| Press Conferences | p. 288 |
| Print and Broadcast Media Interviews | p. 289 |
| Using the Internet | p. 292 |
| Creating or Upgrading a Web Site | p. 292 |
| Include an Online Media Center | p. 293 |
| Interpreting Your Site's Hits | p. 293 |
| The Value and Impact of Using Streaming Media | p. 294 |
| Developing a Communication Plan | p. 295 |
| The What If Factor-Crisis Management | p. 296 |
| Layout Considerations | p. 297 |
| The Digital Camera in Action | p. 300 |
| Get the Most Out of Imaging Software | p. 303 |
| Wrap-Up | p. 304 |
| Index | p. 309 |
| Table of Contents provided by Ingram. All Rights Reserved. |
