Fundraising: Principles and Practice </strong>provides readers with a comprehensive introduction to fundraising. Taking a balanced perspective, bestselling author Michael J. Worth offers insights on the practical application of relevant theory. The text is designed to engage readers in thinking critically about issues in fundraising and philanthropy to prepare them for careers in the nonprofit sector. Worth explores donor motivations and fundraising techniques for annual giving programs, major gift programs, planned giving, and corporate and foundation giving and campaigns. Traditional methods, including direct mail and personal solicitations, are discussed as well as new tools and practices, including online fundraising, crowd-funding and social networks, analytics, and predictive modeling. Written specifically for nonprofit career-oriented individuals, this book helps readers become successful fundraisers.

Understanding Donors

Understanding donors

Mark Zuckerberg cofounded Facebook out of his dorm room at Harvard. He left college after his sophomore year in 2004 to concentrate on the site. In 2010, Zuckerberg gave $100 million to the Newark, New Jersey, school system. In 2012, he and his wife, Priscilla Chan, gave nearly $500 million to the Silicon Valley Community Foundation, to be used for education and health (“Facebook's Mark Zuckerberg,” 2012). In 2013, Zuckerberg and Chan gave another $1 billion to the community foundation, becoming the largest donors under age thirty in history (“Zuckerberg Commits,” 2013).

Harvey Ordung was a farmer in Luverne, Minnesota. He never married, had no children, lived simply, and invested his money. People who knew him never thought him to be wealthy. ...

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