I Fundraising. Management. Analysis, planning and practice. Adrian Sargeant and Elaine Jay. Second edition. Routledge. Taylor Si Francis Croup

Transcription

1 I Fundraising Management Analysis, planning and practice Adrian Sargeant and Elaine Jay Second edition Routledge Taylor Si Francis Croup LONDON AND NEW YORK

2 Contents List of plates xi List of figures xiii List of tables j xv List of exhibits xvii 1 THE HISTORY AND DEVELOPMENT OF FUNDRAISING PRACTICE 1 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 Parti THE FUNDRAISING PLANNING PROCESS 17 2 FUNDRAISING PLANNING:THE FUNDRAISING AUDIT 19 Introduction 19 A planning framework 20 The fundraising audit 22 Analytical tools 29 Conducting an audit in a small charity 36 The SWOT analysis 37 Summary 38 i Discussion questions 38 References 39 3 MARKETING RESEARCH FOR FUNDRAISING 40 Introduction 40 Definition 41 Stating the research problem and research objectives 42

3 Secondary versus primary data 43 Qualitative research 45 Quantitative research techniques 48 Taking a sample 48 Questionnaire design 51 Data analysis 55 Using external research agencies 63 Summary 65 Discussion questions 65 References 66 4 STRATEGIC PLANNING:THE FUNDRAISING PLAN 67 Introduction 67 Setting fundraising objectives 69 Key strategies 71 Overall direction 71 Market segmentation: segmenting individual donor markets 74 Segmenting business markets 79 Evaluating the suitability of segments 81 Positioning strategy 83 Case for support 83 Strategic wear-out 88 Tactical plans 89 Budget 89 Scheduling 90 Monitoring and control 91 Selection of an appropriate planning framework 91 Summary 92 Discussion questions 92 References 93 Part II FUNDRAISING FROM INDIVIDUALS 95 5 UNDERSTANDING GIVING 97 Introduction 97 1/V/io g/ves? 97 Why do people give? ?e impact of charity appeals 106 Selection criteria 113 Feedback 114 Inhibitors 115 Modelling giving behaviour 115 I/W?y oto individuals stop giving? 118 Summary 120 Discussion questions 121 References 121 VI

4 6 DONOR RECRUITMENT 125 Introduction 125 Recruitment planning 126 Setting recruitment objectives 126 Segmentation 128 Profiling 128 Targeting 129 Med/a selection and planning 130 Integrated campaigns 138 The nature of, the fundraising message 138 Fulfilment 141 Budgeting control and evaluation 141 Supplier relationships 143 Summary 143 Discussion questions 144 References DONOR DEVELOPMENT 145 Introduction 145 Donor development planning 146 Measuring donor value 148 Segmenting for growth 160 Keeping donors loyal 163, Summary 167 Discussion questions 168 References MAJOR GIFT FUNDRAISING 169 Introduction 169 Characteristics of major givers 170 Motives of major givers 171 Ma/or donor recruitment 174 /Wayor donor retention and development 177 Tools and techniques 178 Donor recognition 184 Ei/ents 186 U/< experience 186 Summary 187 Discussion questions 188 References LEGACIES AND IN MEMORIAM GIVING 190 Introduction 190 W/7/ mait/ng /n tne U/< 193 /Wot/Ves for legacy giving 196 Legacy fundraising 197 Legacy decision-making 204 7n memoriam and tribute fundraising 207 VII

5 Summary 210 Discussion questions 210 References COMMUNITY FUNDRAISING 212 Introduction 212 Community fundraising activities 213 Management and structures 218 Outcomes and profitability 219 The role of the volunteer 219 /Vew forms of community giving 222 The future for community fundraising 222 Summary 222 Discussion questions 223 References 223 Part III CORPORATE/TRUST FUNDRAISING CORPORATE FUNDRAISING 227 Introduction 227 Why do companies give? 228 Forms of business support 229 1/Vno to as/(r? 236 Fostering relationships 240 Outcomes 242 Fne p/tfa//s 242 Fundraising planning 243 Structures 248 Summary 249 Discussion questions 250 References TRUST AND FOUNDATION FUNDRAISING 253 Introduction 253 Giving patterns and preferences of trusts and foundations 254 Raising funds from trusts and foundations 256 Trust/foundation research 257 Tne application/proposal 259 Internal procedures and tools 263 Building relationships with trusts and foundations 263 7~ne grant cyc/e 264 Summary 267 Discussion questions 267 References BRANDING AND CAMPAIGN INTEGRATION 269 Introduction 269 I/Wiat /s a brand? 270 VIII

6 Why brand? 273 Brand strategy 275 Exploring brand values 278 Campaign integration 278 Managing multiple communications 279 Summary 280 Discussion questions 281 References 281 Part IV CRITICAL ISSUES IN FUNDRAISING THE RISE OF NEW ELECTRONIC CHANNELS 285 Introduction 285 Site design 288 Writing online 292 Fundraising online 295 Relationship marketing on the Web 307 Relationship marketing and fundraising effectiveness 308 Interactive television 310 SMS text messaging 310 Summary 313 Discussion questions 313 References BENCHMARKING FUNDRAISING PERFORMANCE 315 Introduction 315 Nonprofit performance 316,Jy Public reporting.of performance 316 F/4CE, >4CE and fundraising ratios 318 Benchmarking specific forms of fundraising 323 Enhancing the public trust 327 Obtaining benchmarking data 329 Fundraising performance and budgeting 331 Summary 331 Discussion questions 332 References MANAGING FUNDRAISING TEAMS 334 Introduction 334 Recruitment 335 Retaining volunteers 343 Employee retention and motivation 346 Motivation at work 349 Performance evaluation 352 Ending the contract of employment 356 Summary 357 Discussion questions 357 References 358 IX

7 17 GROUP DYNAMICS AND LEADERSHIP 360 Introduction 360 The nature of groups 361 Types of teams 362 Stages of team development 362 Impact of team properties on performance 364 Group decision-making 369 Leadership 371 Contemporary leadership theories 376 Summary 379 Discussion questions 379 References LEGAL AND ETHICAL ASPECTS OF FUNDRAISING MANAGEMENT 382 Introduction 382 Data protection and privacy issues 383 Maintaining communication standards 387 Fundraising Standards Board 391 Ot/ier fundraising law 392 Trading and fundraising 396 Codes of Fundraising Practice 400 Eth/cs /n fundraising 400 Ethical codes and standards of professional practice 403 National Occupational Standards for Fundraising 405 Summary 407 Discussion questions 407 References 408 Index 409