Summary
Contents
Subject index
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 12: Managing Fundraising Programs
Managing Fundraising Programs
For most of the twentieth century, fundraising was based on the accumulated wisdom of practitioners and was regarded mostly as an art, passed down from one generation of fundraisers to another at professional conferences and through occasional articles or books, most of which were filled with anecdotes. And most of the discussion involved interactions with donors rather than internal management. Few nonprofit organizations or institutions maintained full-time development staff positions prior to the 1960s, and when they did, the staff included one or a few people. Fundraising was undertaken primarily by CEOs and volunteers, so there was little need for management of the fundraising function. Larger staffs have been developed only in the past couple of decades, and some ...
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