The Nonprofit Development Companion: A Workbook for Fundraising Success

209 Pages·2010·3.238 MB·English

by  Brydon M. DeWitt

The Nonprofit Development
Companion
&
The AFP Fund Development
Series
The AFP Fund Development Series is intended to provide fund development
professionals and volunteers, including boardmembers (and others interested in
the nonprofit sector), with top-quality publications that help advance philan-
thropyas voluntaryaction for the public good. Our goal is to provide practical,
timely guidance and information on fundraising, charitable giving, and related
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in a whole greater than the sum of its parts. For information on other books in
theseries,pleasevisit:
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The Association of Fundraising
Professionals
The Association of Fundraising Professionals (AFP) represents over 30,000
members in more than 207 chapters throughout the United States, Canada,
Mexico, and China, working to advance philanthropy through advocacy, re-
search,education,andcertificationprograms.
The association fosters development and growth of fundraising professionals
and promotes high ethical standards in the fundraising profession. For more
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visitwww.afpnet.org.
2010–2011 AFP Publishing
Advisory Committee
CHAIR:D.C.Dreger,ACFRE
DirectorofCampaigns/Americas,HabitatforHumanityInternational
AngelaBeers,CFRE
DirectorofDevelopment,DevereuxPoconoCenter
NinaP.Berkheiser,CFRE
PrincipalConsultant,YourNonprofitAdvisor
LindaL.Chew,CFRE
DevelopmentConsultant
StephanieCory,CFRE,CAP
DirectorofDevelopment,TheArcofChesterCounty
PatriciaL.Eldred,CFRE
DirectorofDevelopment,IndependentLivingInc.
SamuelN.Gough,CFRE
Principal,TheAFRAMGroup
LarryHostetler,CFRE
Director of Marketing and Fund Development, Sierra Vista Child & Family
Services
AudreyP.Kintzi,ACFRE
DirectorofDevelopment,CourageCenter
StevenP.Miller,CFRE
DirectorofIndividualGiving,AmericanKidneyFund
RobertJ.Mueller,CFRE
VicePresident,HospiceFoundationofLouisville
MariaElenaNoriega
Director,NoriegaMalo&Associates
PaulaK.Parrish,CFRE
DirectorofAdvancement,FortWorthCountryDay
MichelePearce
DirectorofDevelopment,ConsumerCreditCounselingServiceofGreaterAtlanta
LeslieE.Weir,MA,ACFRE
DirectorofFamilyPhilanthropy,TheWinnipegFoundation
SharonR.Will,CFRE
DirectorofDevelopment,SouthWindHospice
TimothyJ.Willard,PhD,CFRE
VicePresidentforDevelopment,RankenTechnicalCollege
JohnWiley&Sons,Inc.:
SusanMcDermott
SeniorEditor(Professional/TradeDivision)
AFPStaff:
RhondaStarr
VicePresident,EducationandTraining
ReedStockman
AFPStaffSupport
The Nonprofit
Development Companion
A Workbook for
Fundraising Success
Brydon M. DeWitt
JohnWiley &Sons,Inc.
Copyright#2011byBrydonDeWitt.Allrightsreserved.
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LibraryofCongressCataloging-in-PublicationData
DeWitt,BrydonM.
Thenonprofitdevelopmentcompanion:aworkbookforfundraisingsuccess/BrydonM.DeWitt.
p.cm.–(TheAFP/Wileyfunddevelopmentseries;194)
Includesindex.
ISBN978-0-470-58698-3;ISBN978-0-470-90654-5(ebk);ISBN978-0-470-90656-9(ebk);
ISBN978-0-470-90657-6(ebk)
1. Nonprofitorganizations. 2. Fundraising. I. Title.
HD62.6.D492010
0
658.15224—dc22
2010016374
PrintedintheUnitedStatesofAmerica.
10 9 8 7 6 5 4 3 2 1
Tomywife,Lou,
whohasbeenmypartner,
mysupport,andmylove
throughoutmyadultlife.
&
Contents
Foreword xiii
Preface xv
Acknowledgments xvii
CHAPTER1 HowDoesDevelopmentMean? 1
DevelopmentisMarketing 2
DevelopmentisHolistic 3
DevelopmentIncludesFundraising 4
TheDevelopmentTeam 5
TheComponentsofSuccessfulDevelopmentPrograms 6
CHAPTER2 AClearandCompellingMission 9
Creating/Re-CreatingYourMissionStatement 10
UsingtheMissionStatement 11
TheGood,theBad,andtheUgly 12
InSummary 14
CHAPTER3 BuildingOwnershipthroughPlanning 15
ElementsofSuccessfulPlanning 16
EstablishingtheStrategicPlanningCommittee 16
ConductingtheStrategicPlanningCommitteeMeetings 18
ManagingthePlanandAchievingYourObjectives 19
PlanningforaCapitalCampaign 19
InSummary 21
CHAPTER4 CreatingtheCaseforSupport 25
TheInternalCaseStatement—BasicDevelopmentTool 26
WhattheInternalCaseStatementIncludes 28
TheProcessofCreatingtheInternalCaseStatement 30
TipsfortheWriter 31
PreparingPresentationalCaseStatementMaterials 31
InSummary 32
CHAPTER5 TellingYourOrganization’sStory 33
TheDefinitionandPurposeofMarketing 33
What’sinaName? 35
GettoKnowYourTargetAudiences 37
GettingtheWordOut 38
ix
x contents
UsingYourAvailableHumanResources 40
WritingtheMarketingandCommunicationsAction 41
InternalMarketingandCommunications 43
BeingPreparedforCrisisManagement 44
InSummary 45
CHAPTER6 TheFundraisingProgram 51
PlanningtoSucceed 51
TheAnnualFund—Acquiring,Keeping,andGrowingDonors 55
RaisingMajorGifts 62
PlannedGiving—AnotherWaytoRaiseMajorGifts 73
CapitalCampaigns 77
TheRoleofSpecialEventsinDevelopment 85
KeepingtheFriendsYouHaveMade 87
InSummary 90
CHAPTER7 ResearchandRecordkeeping 109
‘‘MaketheJuiceWorththeSqueeze’’ 109
WhereAmI,andWhatDoIDo? 111
TheContinuingProcessofEvaluatingandPlanning 112
GeneralPrinciplesofProspectIdentification,Research,
andRating 113
InSummary 114
CHAPTER8 TheOrganizationandUseofVolunteers 127
WhyDoWeVolunteer? 128
WhatVolunteersBringtoYourOrganization 128
MethodsforDevelopingVolunteer
InvolvementandLeadership 130
SelectingtheRightPersonfortheJob 132
ExtendingtheInvitation 132
RecognizingandThankingVolunteers 133
DealingwithRecalcitrance 134
InSummary 135
CHAPTER9 BuildingandKeepinganEffectiveGoverningBoard 137
ThePrincipalFunctionsoftheBoard 139
BeginningtoBuildaStrongBoard 141
CreatingandGuidingtheProcess—the‘‘Committee
onBoardWellness’’ 143
TheCEOandtheBoard—Who’sinChargeHere? 147
KeepingItintheFamily—ThoughtsonBoardRelations 148
TheSpecialCharacterofFoundationBoards 148
InSummary 150
CHAPTER10 YourOrganization’sRealChiefDevelopmentOfficer 163
‘‘TrickleDownDevelopment’’ 164
TheCEOandtheComponentsofDevelopment 165
TheCEOandtheMajorGiftsProgram 166
contents xi
ProvidingLeadershipinStewardship 167
InSummary 170
CHAPTER11 TheDevelopmentProfessional 173
IfDevelopmentProfessionalsAreSoImportant,WhyAren’t
TheyAppreciated? 175
TheDevelopmentChiefandtheCEO 176
HowtoFindYourIdealDevelopmentProfessional 177
InSummary 179
AbouttheAuthor 185
AFPCodeofEthics 187
ADonorBillofRights 189
Index 191