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.

Preparing for Successful Fundraising

Preparing for successful fundraising

The University of Maryland College Park is the flagship campus in the University System of Maryland and by any measure a research university of national stature. It has a sophisticated institutional advancement program and, in 2012, completed a campaign for $1 billion. But when I arrived in College Park in the fall of 1977 to begin my new job as the campus’ chief development officer, organized fundraising was a relatively new idea.

Throughout its history, Maryland had relied on state support for most of its budget. In contrast to public universities in the Midwest, which had long histories of private support, fundraising had never been a significant source of revenue for Maryland. This was also true of most ...

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