Fundraising For Dummies
John Mutz, Katherine Murray
Format: PDF / Kindle (mobi) / ePub
The fun and easy way to raise money for your cause
Fundraising For Dummies, 3rd Edition shows you how to take advantage of the latest strategies and resources available for raising money through everything from special events to online donations, in both good and bad economic times. The authors teach you how to market your organization using the most up-to-date tools and technologies available through the Internet. This expanded edition also offers information about philanthropy and tax law.
- Contains new tips and techniques for creating materials that bring in contributions and support for the more than 1.4 million charitable and nonprofit organizations in the United States
- Explains how to use social media to keep donors and volunteers engaged through Facebook, LinkedIn, Twitter, and Web technologies
- Covers grassroots online fundraising and how to host big events on a shoestring budget
You'll also find tips on negotiating without alienating donors and developing long-term organizational goals. All these strategies are what makes this resource indispensable!
or those on your opt-in list. Use graphic images in your e-mail to drive your message home. Show a picture of your new building, include an image of a group of distressed teens whom you’ve helped with your programs, or add a graph showing the positive results of your efforts over the past year. Remember, however, that some e-mail filters block images, so be sure to fully describe the image in the surrounding text. Consider asking your e-mail recipients to forward the donor mailing to
corporations as potential major gift givers. See Chapter 9 for more about how to cultivate major givers and Chapter 22 for how to approach foundations and corporations. After you have a few large gifts that make up the centerpiece of your endowment, plan and run a long-term campaign to solicit additional gifts. Explaining the value to donors Some people aren’t crazy about endowments because they think an organization that has some financial security may be less responsive to its
when you meet them and when you ask for their commitments. The most effective fundraising takes place between peers, which means that for the best results, the board member who identified Mrs. Van Buren as a good prospect should be the one to call on her. The board member is her link to the organization, he knows her, and he can say, “You know, Gladys, I’m on the board of this organization, and I’m really proud of what’s going on here. Would you like to come over for a tour of our facility?
like the manner in which they were approached. They want to give back to a cause that helped them or someone they care about. They’re insecure about the organization. They get good seats at a basketball game in return for their donation (personal gain). The organization doesn’t have long-term plans. Their peers influence them. They weren’t asked
trusting relationship with your organization. They get to know you over time, during which you answer all their questions, demonstrate your mission, model good follow-through and ethical behavior, and show that you care. Gradually, the relationship moves closer to the point at which you can confidently — and comfortably — ask for a major gift. When you encounter people who aren’t ready to give the major gift at a particular time, one way to encourage them to give something is to invite them