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.
Chapter 4: Principles of Fundraising
Principles of Fundraising
After an introduction to fundraising and philanthropy in Chapter 1, this text now has discussed both parties in philanthropic transactions—nonprofit organizations (in Chapter 2) and donors (in Chapter 3). This chapter begins an exploration of the process that brings them together—fundraising—with a discussion of some overarching concepts and principles. Some terms and concepts introduced are explored in more detail in later chapters of this book, so discussion of them here is brief. For example, prospect research is discussed in this chapter as a component of the fundraising process, but Chapter 5 discusses it in greater detail as an aspect of preparing an organization for fundraising. The solicitation programs defined in this chapter—annual giving, major gifts, and corporate and foundation ...