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The secret to getting gifts and making donors feel like winners. Know the best approaches to people-centered fundraising. Understand the role of executive director, fundraisers, program managers, and volunteers in the win-win framework, the importance of listening, the case for a donor-centered approach, and the direct ways these concepts can be applied in a variety of fundraising settings. Includes numerous real-world examples taken from the author's own experience as chief philanthropy officer in nonprofits and as a leader in a well-known national nonprofit consulting company.
Thomas D. Wilson is the vice president and western regional manager for Campbell & Company. His career in fundraising spans more than 25 years and includes building successful campaigns from inception, reinvigorating stalled initiatives, and board/staff training.
Wydanie ilustrowane
Preface xv
Acknowledgment xvii
About the Author xix
PART 1 A WINNING GIFT FOR YOUR DONOR 1
Winning versus Losing 2
How do You Know if It s a Winning Gift? 4
Why Philanthropic Fundraising? 5
Inspire Giving 5
The Six I s of Philanthropic Fundraising 6
Six I s: Step #1 Identify, Qualify, and Research 8
Six I s: Step #2 Introduce, Interact, and Connect 12
Six I s: Step #3 Interests and Needs (Listen) 13
Six I s: Step #4 Inform and Deepen Understanding 13
Six I s: Step #5 Involve, Acknowledge, and Engage 14
Six I s: Step #6 Invest, Recognize, Steward 15
Read On 15
CHAPTER 1 People Centered Fundraising 17
Start with Peoples Needs 18
How Does Your Organization Benefit the Community? 19
A Public Library 20
A Graduate University 23
Take a Marketing Approach 23
Sales 24
Marketing 25
Importance of Strategic Planning 28
Drucker Self–Assessment Tool 29
How to Be People Centered 31
Individuals 32
In Planned Estate Gift Fundraising 35
Foundations 36
Corporations 37
Communications and Learning Styles 39
Involve Volunteers in Your Fundraising 42
Staff–Driven Fundraising? 45
How to Help Your Organization Become People Centered 46
Apply What You ve Learned 48
CHAPTER 2 Donor Values 51
Giving U.S.A. Sources and Trends in Giving 54
Individuals 56
Sheehy s New Passages 57
Implications of Americans Living Longer on Estate–Gift Fundraising 59
Andrew Carnegie The Gospel of Wealth 61
Bill Gates 62
Warren Buffett 63
Sandy Weill 64
The Seven Faces of Philanthropy 65
Insights on the Faces 65
Do Tax Incentives Drive Philanthropy? 67
The Millionaire Next Door 68
Women in Philanthropy 72
Millionaire Women Next Door 75
Analytical Donors 76
Family–Advised Funds 77
Leaving a Legacy 77
Foundation Values 78
Community Foundations 80
Corporate Motivations for Giving 81
Why Is All of This Important? 83
Apply What You ve Learned 84
CHAPTER 3 Listen 87
Become a Deep Listener 88
What Others Advise on Listening 91
Share Yourself 97
Collective Listening 98
Listening to Create a Major Gifts Club 99
Written Surveys 100
Participative Focus Groups 103
Board and Strategic Planning Retreats 109
Listening to a Specific Donor 109
Discovery Calls 110
Requesting the Interview 111
Thank–You Visits 112
Philanthropic Market Research Studies 114
Listening Tools 114
Supplemental Interviews by Staff 116
What Is Different with Corporations and Foundations? 116
Listening to Corporations 116
Listening to Foundations 118
Readiness Interviews after the Study 119
Listening during the Ask 120
Listen for Gifting Noises 121
When You re Invited to Listen 122
Apply What You ve Learned 123
PART II SEEK WINNING GIFTS FOR YOUR ORGANIZATION 127
Gladwell The Tipping Point 129
The Law of the Few 129
Champions 130
Connectors 131
Salespeople 132
The Stickiness Factor 133
The Power of Context 134
Implications for Philanthropic Fundraising 135
Cialdini Ethical Influence 136
#1 Reciprocation Be the First to Give 137
#2 Scarcity Unique Features, Exclusive Information 138
#3 Authority Show Knowing, Admit Weakness First 138
#4 Commitments From Public Positions (Small and Build) 139
#5 Liking Make Friends to Influence People 140
#6 Consensus Unleash People Power by Showing
Responses of Others 140
Summary 141
CHAPTER 4 Make Your Case 143
Make Your Case Memorable 144
The Annual Fund Case 148
The Case for Building Campaigns 150
Building Budget Planning for Fundraising 153
The Case for Endowment 157
How Endowment Works 159
Endowment Examples 162
What to Do for Financially Fragile
Organizations 166
The Role of Planned Estate Gifts for Endowment Cases 172
The Case for Comprehensive Campaigns 173
Case Statement Formats 174
Presentation Guide 176
The Process of Case Refinement 178
Share Internally 178
Audition Externally 181
Processing the Complex Case 184
Importance of the One–on–One Interview 186
Lock in Your Case 187
Make a Movie 187
Make it Stick 188
Ways to Achieve Top–of–Mind Understanding of Your Case 190
Resurrecting Good Memories 191
Creating Memories 192
Importance of Mementos 193
Newsletters, Letters, and E–mail Communications 193
Mass and Target Marketing 194
Do You Always Need to Make Your Case? 197
Apply What You ve Learned 200
CHAPTER 5 The Win–Win Ask 203
The Ideal Ask Team 205
Prepare for the Ask 210
The Written Proposal 212
How Much Should We Ask For? 213
Recruiting and Preparing the Ask Team 216
The Pregnant Pause 219
Final Preparation Steps 220
Make the Ask 221
Asking Tools 221
Popping the Question 225
The Role of Challenge Gifts 226
The Triple Ask 228
What s Different about Corporate Requests? 229
How Do Foundation Requests Work? 231
If You Get an I Need to Think About It 232
If You Get a No 233
If You Get a Yes 234
Thank the Donor 236
Detect and Conquer Asking Obstacles 236
#1 Don t Understand the Impact of the Gift 237
#2 Outrageous Goal 238
#3 Lack of Information 239
#4 Focus Diffusion 241
#5 No Transaction 242
#6 Can t Say the Number 243
#7 One Leg at a Time 244
#8 Don t Want to Ask My Friends 244
#9 Can t Ask My Family 246
#10 Telephobia 247
#11 Image Rejection 248
#12 Overpreparation 249
#13 Disorganized 250
#14 Afraid to Talk about Death 251
Personalize These Obstacles 252
Summarizing the Win–Win Ask 253
Apply What You ve Learned 253
CHAPTER 6 After Winning the Gift 255
A Thank–You System 256
Involve Your Asking Team 257
Others Can Participate in the Fun of Thanking Donors 258
Thresholds of The Thank–You System 260
Tier One All Annual Gifts of $5,000 or More and All Capital Gifts of $25,000 or More 260
Tier Two All Annual Gifts of $1,000 or More and All Capital Gifts of $10,000 or More 261
Tier Three All Annual Gifts Up to $1,000 and All Capital Gifts Up to $10,000 262
Gifts of Stock and Other Appreciated Assets 264
Recognition Opportunities 266
Power of Gift Clubs 267
Value of the Donor Wall 268
Commemorative Naming Opportunities 269
Recognition Events 274
Planned Estate Gifts 275
Kaizen 277
Stewardship 277
Reports 279
Events 281
Personal Stewardship 282
Director of Stewardship Movement 283
Others Are Starting to Hold You Accountable 283
Good Stewardship Is Good for Fundraising 285
Apply What You ve Learned 287
Coda The Summary Review 289
Postlude 293
Appendixes 295
A Definition of Steps in The Six I s of Philanthropic Fundraising 297
B Written Survey Form 299
C Donor Bill of Rights 303
D AFP Code of Ethics for Professional Philanthropic Fundraisers 305
E Gentle Letter of Intent 307
Index 309
Thomas D. Wilson is the Vice President and Western Regional Manager for Campbell & Company, a national consulting firm offering nonprofit organizations counsel in advancement planning, fundraising, marketing communications, and executive search. Tom′s career in fundraising spans more than a quarter century and includes building successful campaigns from inception, reinvigorating stalled initiatives, and board and staff training.
Praise for Winning Gifts Make Your Donors Feel Like Winners
"If you read nothing else this year, put Winning Gifts on your list. From the basics to the advanced, Wilson stresses the relationship elements in all fundraising success and creates a truly donor–centered skill set for fundraising professionals in all fields. The listening skills chapter alone is worth the price of admission along with the practical advice and counsel."
William C. McGinly, PhD, CAE, PA, President and Chief Executive Officer,Association for Healthcare Philanthropy
"With Winning Gifts, Tom Wilson has provided invaluable insight into the psychology of successful giving and the long–term benefits that flow both to the recipient and benefactor."
Robert B. Cialdini, author of Influence: Science and Practice
"Winning Gifts is aimed toward fundraising professionals, but it is invaluable for volunteers leading and working with those professionals in the rewarding and high–stakes world of charitable campaigns. After reading Tom′s book, volunteer leaders will understand the intricacies of fundraising, will see the roles they can play more clearly, will know how to work more productively with their fundraising professionals, and will have the confidence and knowledge to meet and exceed their charitable goals for the institutions and causes they hold so dear."
Val E. Vaden and Lilli J. Rey, The Rey–Vaden Family Foundation
"This is a great book... for anyone who is serious about success in major gift fundraising! In addition to its value to development professionals, I think it should be mandatory reading for CEOs and board members of nonprofit organizations to help them understand the fundamental fact that donors give to fulfill their needs and interests, not ours."
Mark A. Neville, CFRE, Director, Foundation and Corporate Relations, Mayo Clinic
"Whether you′re asked to give money or get money, Winning Gifts is one to add to your ′must–read′ list! Tom′s practical examples and helpful hints will take you right to the finish line of your project. This is a handbook for success!"
Linda Wright, retired corporate grantmaker, U.S. Bank
"Tom Wilson has distilled his decades of experience into this fine book. It′s a gem, and bound to help you raise much more money. Tom Wilson is a smart man with great fundraising experience. He generously shares it in this highly useful book. One great idea can raise millions. There are dozens in his book. It always thrills me when a great fundraiser takes decades of success and distils it into a book. For a few dollars and a few hours you get invaluable, career–enhancing benefits. Thank you, Tom!"
Harvey McKinnon, President, Harvey McKinnon Associates, and author ofTiny Essentials of Monthly Committed Giving and Hidden Gold
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