Fundraising Principles and Practice - Adrian Sargeant

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Résumé :

Figures and Tables xvii

Preface xxiii

Acknowledgments xxvii

The Authors xxix

1 Introduction to the Nonprofit Sector 1

Objectives 1

Introduction 1

A Third Sector 2

A Tax-Based Definition 6

A Structural-Operational Definition 11

Size and Economic Significance of the Nonprofit Sector 13

Sources of Income 16

Philanthropic Income 17

Summary 20

Discussion Questions 22

References 22

2 The Development of a Profession 25

Objectives 25

Introduction 25

Early American Fundraising 26

The Great Philanthropists 29

Key Historical Figures 30

Toward a Profession 32

Looking to the Future 40

So Who Are Our Fundraisers? 44

Retaining Fundraisers 45

Summary 48

Discussion Questions 48

References 49

3 The Ethics of Professional Fundraising 53
Ian MacQuillin

Objectives 53

Introduction 54

Ethics 101 55

Fundraising Ethics 60

Applying Normative Fundraising Ethics in Practice 77

Summary 82

Discussion Questions 84

References 85

4 Individual Giving Behavior 89

Objectives 89

Introduction 89

Who Gives? 90

Motivation 94

Self-Interest Versus Altruism 96

Emotions as Motives 98

The Role of Empathy 100

The Role of Values 102

Modeling Donor Behavior 103

Attention 103

Perception 106

Emotion 108

Knowledge and Memory 112

Attitudes 116

Donor Decision Making 123

Feedback 126

Alternative Models 128

Summary 130

Discussion Questions 131

References 132

5 Social Influences On Giving 141

Objectives 141

Introduction 142

A Social Giving Model 142

Societal Environment 143

Social Environment 144

Summary 161

Discussion Questions 162

References 163

6 Fundraising Planning: The Fundraising Audit 167

Objectives 167

Introduction 167

A Planning Framework 168

The Fundraising Audit 171

Analytical Tools 185

Fundraising Metrics 195

Conducting an Audit in a Small Nonprofit 196

The SWOT Analysis 197

Summary 199

Discussion Questions 199

References 200

7 Fundraising Planning 201

Objectives 201

Introduction 201

Setting Fundraising Objectives 202

Key Strategies 206

Overall Direction 207

Market Segmentation: Segmenting Individual Donor Markets 209

Segmenting Business Markets 215

Targeting 217

Positioning Strategy 219

Branding 222

Case for Support 232

Tactical Plans 233

Budget 233

Scheduling 235

Monitoring and Control 235

Selection of an Appropriate Planning Framework 236

Summary 236

Discussion Questions 238

References 238

8 Articulating the Case for Support 241

Objectives 241

Introduction 241

Storytelling 255

Summary 260

Discussion Questions 261

References 261

9 Assessing Fundraising Performance 265

Objectives 265

Introduction 265

Aggregate Fundraising Ratios 266

Conducting a Fundraising ROI Analysis 273

Other Performance Measures 278

Benchmarking Fundraising Cost 281

Sector Benchmarking Initiatives 284

Taking Investment Decisions 289

Accounting for Risk 300

Making the Case for Investment 300

Summary 301

Discussion Questions 302

References 303

10 Direct Response Fundraising 305

Obj...

Biographie:

ADRIAN SARGEANT is the Co-Director of the Institute for Sustainable Philanthropy in the U.K. Professor Sargeant is widely regarded as the leading academic authority on fundraising.

JEN SHANG is the world's only Philanthropic Psychologist. She is currently Co-Director at the Institute for Sustainable Philanthropy in the U.K.

Sommaire:
ADRIAN SARGEANT is the Co-Director of the Institute for Sustainable Philanthropy in the U.K. Professor Sargeant is widely regarded as the leading academic authority on fundraising. JEN SHANG is the world's only Philanthropic Psychologist. She is currently Co-Director at the Institute for Sustainable Philanthropy in the U.K....