CONTENTS
List of Exhibits = ⅸ
Foreword = xiii
Preface to the Second Edition = xv
Acknowledgments = xix
1 Giving Money to Charity : An American Tradition = 1
Communities in Need : Return of Civil Society = 2
Understanding Philanthropy : Needs and Causes = 4
Institutional Leadership and Professionalism = 9
The Donor : From Aspirations to Instinctive Reply = 12
The Solicitor : A Job to Be Done Well = 18
Understanding the "Development Process" = 24
Accountability, Ethics, and Stewardship = 29
Donor Recognition = 31
2 Readiness Tests = 32
Legal Organization and Tax-Exempt Status = 33
Popular Myths About Not-for-Profit Organizations = 44
Why Planning Is Important = 45
Leadership from the Board of Directors = 47
Mission = 49
The Institution Master Plan = 51
The Fund-Raising Environmental Audit = 63
Fund-Raising Productivity Analysis = 76
Evaluating Fund-Raising Program Effectiveness = 78
Budgeting and Accounting for Fund-Raising Success = 86
Policies and Procedures for Public Solicitation = 89
Stewardship = 96
3 Pyramids Are Built from the Bottom Up = 96
The Annual Giving Phenomenon : A Necessity and an Opportunity = 98
Using the Mails to Acquire and Retain Donors = 113
Telephone Solicitation = 124
The Age of Visual Media = 126
Special Events and Benefits = 130
Support Group Organizations : "Friend Raising" = 139
Donor Clubs and Associations = 145
The Volunteer Personal Solicitation Campaign : The "Committee of Askers" = 150
Other Annual Giving Methods = 164
How to Report and Explain the Results of Annual Giving = 176
Leadership Development : Involvement Plus Participation = 183
Where Does Estate Planning Fit in Annual Giving? = 189
Recognition Guidelines for Annual Donors = 191
Annual Giving : A Perspective = 195
4 The Middle Tier : Gifts from Institutions = 197
Foundations' Purpose : To Give Money Away = 202
Researching Foundations = 209
Proposals : Preparation and Delivery = 211
Corporations = 217
What Not-for-Profit Organizations Should Know About Corporations = 224
Corporate Proposals : Preparation and Delivery = 228
Cause-Related Marketing = 233
Matching Gift Programs = 238
Associations, Clubs, Societies, and Other Organizations = 240
Institutional Donor Relations = 241
5 The Final Tier : Investment Decisions = 243
Gift Planning : The Development of Benefactors = 245
The Role of the Special Projects Campaign = 273
The Major Capital Campaign = 277
Exit Gifts : Estate Planning and Planned Giving = 297
Donor Recognition : The Enhanced Version = 309
6 Management of the Fund Development Process = 312
Why Do People Become Fund Raisers? = 314
Planning a Career by Changing Jobs = 316
Management of Fund Development Office Operations = 330
Related Organizations : More Than Raising Money = 343
The Future : Full of Challenges = 348
Measuring Success = 375
The Last Word Is Still Recognition = 376
Appendix A : A Manual of Fund Development Policy and Procedure for Not-for-Profit Organizations = 381
Appendix B : Reality Tests for Cause-Related Marketing = 408
Selected References = 411
Index = 421
