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Fundraising management: analysis, planning and practice

Author: Sargeant, Adrian ; Jay, ElainePublisher: Routledge 2004.Language: EnglishDescription: 347 p. : Graphs ; 26 cm.ISBN: 0415317029Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HG177 .S37 2004
(Browse shelf)
001177082
Available 001177082
Total holds: 0

Includes bibliographical references and index

Digitized

Fundraising Management analysis, planning and practice Contents List of plates List of figures List of tables List of exhibits xi xii xiv xvi 1 THE HISTORY AND DEVELOPMENT OF FUNDRAISING PRACTICE Introduction 1 Early philanthropy and charity 2 Fundraising and the religious tradition 3 The development of fundraising in England 4 The development of fundraising in the USA 6 The roots of raising money by mail 7 The roots of modern fundraising and giving 8 Widening the giving constituency 12 Conclusion 14 References 15 1 Part I THE FUNDRAISING PLANNING PROCESS 2 FUNDRAISING PLANNING: THE FUNDRAISING AUDIT Introduction 19 A planning framework 20 The fundraising audit 22 Analytical tools 29 The SWOT analysis 37 Chapter summary 38 Discussion questions 38 References 39 17 19 3 MARKETING RESEARCH FOR FUNDRAISING Introduction 40 Definition 41 Stating the research problem and research objectives 42 Secondary versus primary data 43 Qualitative research 46 40 CONTENTS Quantitative research techniques 48 Taking a sample 49 Questionnaire design 52 Data analysis 56 Using external research agencies 64 Chapter summary 66 Discussion questions 66 References 67 4 STRATEGIC PLANNING: THE FUNDRAISING PLAN Introduction 68 Setting fundraising objectives 70 Key strategies 72 Overall direction 73 Market segmentation: segmenting individual donor markets 75 Segmenting business markets 80 Evaluating the suitability of segments 81 Positioning strategy 84 Strategic wear-out 85 Tactical plans 85 Budget 87 Scheduling 88 Monitoring and control 88 Chapter summary 89 Discussion questions 89 References 89 68 Part I I FUNDRAISING FROM INDIVIDUALS 5 UNDERSTANDING GIVING Introduction 93 Who gives? 94 Why do people give? 99 The impact of charity appeals 102 Selection criteria 106 Why do individuals stop giving? 108 Modelling giving behaviour 109 Chapter summary 112 Discussion questions 113 References 113 91 93 6 DONOR RECRUITMENT Introduction 117 Recruitment planning 118 Setting recruitment objectives 119 Segmentation 120 Profiling 121 Targeting 121 Media selection and planning 122 117 CONTENTS Integrated campaigns 130 The nature of the fundraising message 131 Fulfilment 133 Budgeting control and evaluation 134 Supplier relationships 135 Chapter summary 135 Discussion questions 136 References 136 7 DONOR DEVELOPMENT Introduction 137 Donor development planning 138 Measuring donor value 140 Segmenting for growth 151 Keeping donors loyal 154 Chapter summary 156 Discussion questions 157 References 157 137 8 MAJOR GIFT FUNDRAISING Introduction 158 Characteristics of major givers 159 Motives of major givers 160 Major donor recruitment 163 Major donor retention and development 165 Tools and techniques 167 Donor recognition 172 Events 174 The UK experience 174 Chapter summary 176 Discussion questions 176 References 176 158 9 PLANNED AND LEGACY GIVING Introduction 178 Planned giving in the USA 179 Planned giving vehicles 184 Opportunities for planned giving in the UK 190 Legacy giving 193 Chapter summary 198 Discussion questions 198 References 198 178 10 COMMUNITY FUNDRAISING Introduction 200 Community fundraising activities 201 Management and structures 206 Outcomes and profitability 207 The role of the volunteer 208 200 CONTENTS The future for community fundraising 210 Chapter summary 211 Discussion questions 211 References 211 Part III CORPORATE/TRUST FUNDRAISING 11 CORPORATE FUNDRAISING Introduction 215 Why do corporates give? 216 Forms of business support 218 Who to ask? 226 Fostering relationships 230 Outcomes 231 The pitfalls 232 Corporate fundraising planning 232 Structures 238 Chapter summary 239 Discussion questions 239 References 240 213 215 12 TRUST AND FOUNDATION FUNDRAISING Introduction 242 Giving patterns and preferences of Trusts and Foundations 244 Raising funds from Trusts and Foundations 245 Trust/Foundation research 246 The application/proposal 247 Internal procedures and tools 250 Building relationships with Trusts and Foundations 251 The grant cycle 252 Chapter summary 254 Discussion questions 255 References 255 242 13 BRANDING AND CAMPAIGN INTEGRATION Introduction 256 What is a brand? 257 Why brand? 260 Brand strategy 262 Exploring brand values 265 Campaign integration 266 Managing multiple communications 267 Chapter summary 267 Discussion questions 268 References 268 256 CONTENTS Part IV CRITICAL ISSUES IN FUNDRAISING 14 THE RISE OF NEW ELECTRONIC CHANNELS Introduction 273 Changing user profiles 274 Barriers to usage 276 Site design 277 Writing online 282 Marketing online 285 Search engines 290 Web directories 293 Relationship marketing on the Web 293 Interactive television 294 Digital radio 296 SMS text messaging 297 Chapter summary 298 Discussion questions 299 References 299 271 273 15 BENCH MARKING FUNDRAISING PERFORMANCE Introduction 300 Non-profit performance 301 FACE, ACE and FCE ratios 304 Fundraising performance 306 Direct marketing 307 Enhancing the public trust 311 Obtaining benchmarking data 311 Chapter summary 313 Discussion questions 314 References 314 300 16 LEGAL AND ETHICAL ASPECT OF FUNDRAISING MANAGEMENT Introduction 316 Data protection and privacy issues 317 Maintaining communication standards 321 UK law 325 US law 327 Ethics in fundraising 330 Ethical codes and standards of professional practice 333 Chapter summary 336 Discussion questions 337 Reference 337 316 Index 339

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