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 6: Annual-Giving Programs
Say fundraising, and many people think about receiving solicitations by snail mail or e-mail, likely in significant volumes at certain times of the year. Or they may have been invited to sponsor a friend's participation in a charity event, have attended a social event billed as a “fundraiser,” or have been approached by a solicitor at their door or on the street. These perceptions of fundraising are understandable, since such broad-based programs reach the largest numbers of prospective donors and most people will never be engaged by a major-gifts program. The solicitations most people receive on a regular basis are sent in connection with an annual-giving program.
Clarification of Terms
It may be useful for us to understand some of the terms used ...