Fundraising Principles and Practice Second Edition Adrian Sargeant, Jen Shang, and Associates This book is printed on acid-free paper Copyright © 2017 by Adrian Sargeant and Yue Sargeant All rights reserved Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 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of print and electronic formats and by print-on-demand Some material included with standard print versions of this book may not be included in e-books or in p rint-on-demand If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com For more information about Wiley products, visit http://www.wiley.com Library of Congress Cataloging-in-Publication Data Names: Sargeant, Adrian, author | Shang, Jen, 1979- author Title: Fundraising principles and practice/Adrian Sargeant, Jen Shang, and Associates Description: Second Edition | Hoboken : Wiley, 2017 | Revised edition of the authors’ Fundraising principles and practice, c2010 | Includes index Identifiers: LCCN 2017000454 (print) ISBN 9781119196495 (hardback) Subjects: LCSH: Fund raising | Nonprofit organizations—Finance | Nonprofit organizations—Marketing Classification: LCC HG177 S27 2017 (print) | LCC HG177 (ebook) | DDC 658.15/224 dc23 LC record available at https://lccn.loc.gov/2017000454 Cover Design: Wiley Cover Image: © mushakesa/iStock Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 Contents Figures and Tables xiii Preface xxi Acknowledgments xxv The Authors xxvii Introduction to the Nonprofit Sector Objectives 1 Introduction A “Third” Sector A Tax-Based Definition A Structural-Operational Definition 14 Size and Economic Significance of the Nonprofit Sector 17 Sources of Income 20 Philanthropic Income 21 Summary 24 Discussion Questions 25 References 25 iii iv Contents The Development of a Profession 27 Objectives 27 Introduction 28 Early American Fundraising 28 The Great Philanthropists 31 Key Historical Figures 32 Toward a Profession 34 Looking to the Future 42 Summary 45 Discussion Questions 45 References 46 Fundraising Ethics 48 Ian MacQuillin Objectives 48 Introduction 48 What Is Ethics? 49 Pressure in Fundraising: An Ethical Case 61 Normative Fundraising Ethics 63 Summary 73 Discussion Questions 74 References 75 Individual Giving Behavior 78 Objectives 78 Introduction 79 Who Gives? 79 Motivation 84 Self-Interest Versus Altruism 85 Definition of Donor Behavior 91 Modeling Donor Behavior 92 Attention 94 Perception 95 Emotion 97 Contents Knowledge 100 Attitudes 104 Donor Decision Making 109 Feedback 111 Alternative Models 113 Summary 115 Discussion Questions 115 References 116 Social Influences on Giving 121 Objectives 121 Introduction 121 A Social Giving Model 122 Societal Environment 123 Social Environment 124 Summary 135 Discussion Questions 136 References 137 Fundraising Planning: The Fundraising Audit 139 Objectives 139 Introduction 139 A Planning Framework 140 The Fundraising Audit 144 Analytical Tools 156 Fundraising Metrics 165 Conducting an Audit in a Small Nonprofit 167 The SWOT Analysis 168 Summary 169 Discussion Questions 170 References 171 Fundraising Planning 172 Objectives 172 Introduction 172 v vi Contents Setting Fundraising Objectives 173 Key Strategies 177 Case for Support 209 Tactical Plans 209 Selection of an Appropriate Planning Framework 212 Summary 213 Discussion Questions 214 References 215 Case for Support 218 Objectives 218 Introduction 218 Summary 233 Discussion Questions 234 References 234 Assessing Fundraising Performance 236 Objectives 236 Introduction 236 Aggregate Fundraising Ratios 237 Conducting a Fundraising ROI Analysis 244 Other Measures of Performance 250 Benchmarking Fundraising Cost 252 Sector Benchmarking Initiatives 255 Making Investment Decisions 259 Accounting for Risk 271 Making the Case for Investment 272 Summary 272 Discussion Questions 273 References 274 10 Direct Response Fundraising 276 Objectives 276 Introduction 276 Cornerstones of Direct Response 278 vii Contents Acquisition Planning 280 Setting Recruitment Objectives 281 Segmentation 282 Profiling 284 Targeting 285 Media Selection and Planning 286 Two-Step Campaigns 306 The Nature of the Fundraising Message 307 Fulfillment 313 Budgeting Control and Evaluation 314 Summary 316 Discussion Questions 316 References 317 11 Digital Fundraising 318 Adrian Sargeant and Steven Shattuck Objectives 318 Introduction 318 The Digital Giving Index 319 A Digital Communications Mix 321 Search Engine Optimization 322 Viral Marketing 343 Website Design 350 Mobile Technology 353 Donation Processing 357 Summary 358 Discussion Questions 358 References 359 12 Social Media 360 Steven Shattuck and Adrian Sargeant Objectives 360 Introduction 360 The Major Players 362 viii Contents Other Social Networks 368 Developing a Strategy 369 Formulating a Content Strategy 373 Integrating Your Approach 375 Leveraging Fans, Followers, and Influencers 381 Algorithms and Getting Your Content Seen 384 Measuring the Effectiveness of Your Social Media Efforts 387 Safeguarding Contacts 388 Summary 389 Discussion Questions 389 References 390 13 Donor Retention and Development 392 Objectives 392 Introduction 392 What Is Loyalty? 395 Recruiting the Right People 397 Building Donor Loyalty 400 Planning for Retention 410 Relationship Fundraising 414 Relationship Fundraising 2.0 417 Calculating Donor Value 418 Segmenting for Growth 427 Loyalty Metrics 430 Summary 431 Discussion Questions 432 References 432 14 Major Gift Fundraising 435 Robert F Hartsook and Adrian Sargeant Objectives 435 Introduction 435 Characteristics of Major Givers 437 Motives of Major Givers 438 ix Contents Major Donor Recruitment 444 Qualification 447 Summary 460 Discussion Questions 460 References 461 15 Bequest, In Memoriam, and Tribute Giving 463 Claire Routley and Adrian Sargeant Objectives 463 Estate Planning 467 Who Leaves Bequests? 470 Why Do People Give? 473 Legacy-Specific Motives 477 Soliciting Bequests 481 Talking the Language of Bequest 486 Stewarding Bequest Donors 491 Systems and Processes 493 In-Memory Giving 493 Summary 496 Discussion Questions 496 References 497 16 Planned Giving 501 Matthew J Beem and Adrian Sargeant Objectives 501 Introduction 501 Planned Giving Vehicles 504 Donor Motivation 515 Soliciting Planned Gifts 516 Planned Gift Donor Stewardship 519 Planned Gift Donor Appreciation 521 Managing the Planned Giving Function 522 Summary 524 x Contents Discussion Questions 525 References 525 17 Corporate Giving and Fundraising 526 Objectives 526 Introduction 526 History 528 Why Do Corporations Give? 529 Forms of Business Support 534 Whom to Ask? 544 The Benefits and Pitfalls 548 Fundraising Planning 549 Summary 557 Discussion Questions 557 References 558 18 Grant Fundraising 562 Objectives 562 Introduction 562 Definitions and Categories 563 Foundation Funding Trends 565 Preparation and Planning 567 Foundation Research 569 Prioritizing Effort 572 Initial Contact 573 The Application/Proposal 573 Building Relationships 579 The Grant Cycle 580 International Funding 584 Summary 585 Discussion Questions 586 References 587 698 Corporate community affairs, 533–534 Corporate giving benefits of, 548–549 in cash, 534–535 cause-related marketing, 540–544, 548–549 determinates of, 528 donor selection business/cause fit in, 546–548 process of, 544–546 duel agenda, 533 by employees, 537–540 foundations, 534 in grants, 246 history of, 528–529 long-term trend in, 526–527 models for altruistic, 531 ethical perspective, 531 political model, 531–532 productivity perspective, 530 purpose of, 529–530 stakeholder, 532–534 pitfalls of, 548–549 in publicity, 535 by sponsorships, 537 in staff time, 536–537 in stocks/shares, 535 summary, 557 vehicles for, 533–534 Corporate giving online, 551 Cost-per-click (CPC), 329–330 Cost per dollar raised, 240–241 Costs benchmarking, 252–255 donor, 392–393 donor value, 419–420 fundraising, 678–679 rating of, 683 relevant, 266–268 Council for Advancement and Support of Education (CASE) about, 41 appeals by, 226 information from, 148 network events by, 148 performance measures, 250 Council on Foundations, 534 Subject Index Council of Philanthropy, 149 Country Club management, 649 Country of ownership, 545 CPC See Cost-per-click (CPC) Crawford, R S., 492–493 CRITICAL, 336–337 CRM See Cause-related marketing (CRM) Crowdrise, 319 CRT See Charitable remainder trusts (CRT) Cues, 96 Cultivation events, 598–600 Culture business/cause fit, 546 world, 124 Cutlip, Scott M., 28 D DameGreene, S., 483–484 Databases, 284–286 DCF See Discounted cash flow (DCF) de Tocqueville, Alexis, 29 Decision-making donor, 109–111 ethical framework for, 57–60 process, 63 rights-balancing, 72 Decontextualized language, 487–488 DeGeneres, Ellen, 348 Delegating leadership, 653 Demonstrable utility, 110 Deontology definition of, 52 example of, 52–53 guilt and, 70–71 Descriptive norms, 130 Devote donors, 444 Digital fundraising See also Social media bequests, 484–485 corporate, 551 CPA bidding, 331 display advertising, 332–333 donation processing, 357–358 email campaigns conversion rate, 341–342 CTRs, 340–341 example, 338 metrics for, 339 open rates for, 339–340 opt-in, 336–338 social media and, 379 unsubscribe rate, 342–343 viral approach, 344–345 events on, 599 giving indexes for, 319–321 Google Ad Grants, 331 mobile technology apps, 354–355 configurations, 353 text-to-give, 355–356 two-stage, 356–357 opt-in emails, 336–339 percentage of, 323 SEOs natural/organic, 322–326 overview of, 322 PPC, 326–331 summary, 358 types of, 277 viral marketing case study, 342 categories of, 344–346 components of, 344 facilitating, 346–349 power of, 343 websites, 319 analytics, 334–336 bounce rate, 329 content, 325 design of, 350–353 home page direction, 326 landing page, 330–331 social media and, 376–377 Dinners, 590 Diptic, 367 Direct dialog, 298–300 Direct mail bequest solicitations, 483–44 list purchase in, 286–289 merge-purge, 291 name problems, 292 overview of, 286 package design, 292–295 reply forms, 291 social media and, 379–381 testing mailing for, 289–292 Direct Marketing Association, 277, 301 699 Subject Index Direct response acquisition planning in, 280–281 advertising, 296–298 back-end fulfillment, 313–314 billboards for, 304–306 communication forms of, 278 control component, 280 cornerstones of, 278–280 definition of, 277 direct mail form, 286–295 elements of, 277 face-to-face, 298–300 interaction component, 279 messaging in case for support, 307–308 writing copy for, 308–311 profiling process in, 284–286 radio ads for, 304 reciprocals, 295–296 summary, 316 targeting in, 279–280, 285–286 telemarketing for, 301–304 telephone solicitations for, 301–304 tracking/testing, 314–315 two-step campaigns, 306 unaddressed mailings, 296 visual aspects of, 312–313 Direct response press advertising (DRPA), 277 Direct response telephone fundraising (DRTF), 277 Direct response television (DRTV), 302–304, 313 Directive leadership, 655 Directory of Asia Pacific Grantmakers, 584 Directory of Social Change, 584 Disaster Digital Volunteers, 346 Discount rates, 271 Discounted cash flow (DCF) assumptions in, 264–265 relevant costs and, 266 terms in, 265 Disinvestment, 165 Display advertising advantages of, 332–333 characterization of, 332 effective design for, 333–334 remarketing in, 333 Distributions annual, 511 income, 508 qualifying, 564 Diversification, 179 Divine Command Theory, 51 Do-Not-Call registry, 72 “Do Crew,” 536 Dollars for Doers, 539–540 Donations appeals, 375 cash, 302, 534–535 corporate, 529, 533, 545 loyalty drivers, 401–410 in memory, 493–495 online, 321, 351 processing, digital, 357–358 profitability of, 544 real rate of, 269 reasons for, 85 repeated, 111, 459 September 11, 671 small, 554 stocks, 535 Donor acquisition campaigns budget for, 315–316 communication in, 278 corporate givers, 544–548 cost of, 392–393 planning stages of, 280–281 recruitment objectives, 281 ROI for, 424–425 sources of, 282–283 Donor Bill of Rights, 685 Donor development communication, 278, 412–414 ladder model for, 410–412 LTV and, 431 pyramid model, 410–412 relationship fundraising and, 414–418 summary, 431–432 Donor Perfect, 255 Donor value acquisition allowances, 424–425 costs factors, 419–420 LTV approach alternatives to, 426–427 benefits of, 423 concept of, 415 formula for, 421–423 marketing criteria for, 425 pyramid, 418–420 segmentation and, 427–430 Donor-centered fundraising, 40, 65–66 donorCentrics, 258–259 Donorcentrism definition of, 65 guilt and, 70 in relationship fund raising, 65–66 Donors See also Corporate giving; Major donors age, 183 altruism of, 86–91 analysis of, 153–154 attitudes of, 104–109 communication cycle, 412 demographic profile of, 80–82 differences among, 82–83 emotions of, 97–100 empathy of, 88–90 environmental dynamics of, 83–84 ethnicity of, 187 gender of, 184–185 generation of, 183–184 high-value, 428 in-memory, 478 income of, 185–186 knowledge of, 100–104 lapsed, 426, 430 life cycle stages, 185–186 lists, 286–289 low-value, 429–430 loyalty building, 292–293 definition of, 395–396 increase in, 394–395 lapses in, 400–401 metrics for, 430–431 typology, 397 nonsupport, 114 occupation of, 185–186 performance concerns of, 252 planned giving, 521–522 race of, 187 satisfaction of, 401–405 700 Donors (Continued) self-interests of, 85–86 societal influences, 123–124 stewardship of, 491–493 sustainers, 176 values of, 90–91 Doris Duke Foundation for Islamic Art, 563 Drucker, Peter F., 143, 174 Duel agenda giving, 533 Dunn, Peter, 381 Durable principles, 50 Dynasts, 444 E EarthShare, 537–538 Eastern Public Radio, 41 Economic factors, 145 Education donor, 453 fundraising vs., 241–242 gift options, 518 knowledge-based, 44–45 volunteer, 634 Education events, 598–600 Efficiency, 687 eighty “80/20 Rule,” 373 Eikenberry, A M., 543 Electronic fund transfer (EFT), 176 Elischer, T., 547–548 Elliott, Olivier, 453 Ellis, S J., 627 Emails campaign example, 338 conversion rate, 341–342 CTRs, 340–341 metrics, 339 open rates, 339–340 opt-in, 336–338 pass-along, 344–345 social media and, 379 unsubscribe rate, 342–343 Emergency appeals, 296 Emotional intelligence, 648 Emotional stability, 647 Emotions arousal, 347 cognitive appraisal theory of, 99–100 Subject Index importance of, 100 in motivation, 87–88 stimuli, 97–98 utility of, 110 Empathy definition of, 88 development of, 90 effectiveness of, 88–89 Employee giving, 319 definition of, 319 events for, 540 federated funds, 537–538 group presentations, 540 individual donor grants, 539–540 initiation of, 537 matching funds, 539 occupation-based, 185–186 volunteer hours by, 536 Employees contingencies of, 656 crises management by, 388 path-goal theory and, 654–656 YouTube, 367 Empty nesters, 188–189 Emulator tools, 353 Endowments campaigns function of, 39–40 pledges, 246 purpose of, 454 quasi, 457 Entrepreneurial disposition, 443 Environment contingencies of, 656 organizational, 154–156 pollution, ethics, 552, 554 social, 124–125 Essential service, 570 Estate planning barriers to, 468–469 demographics of, 467–468 triggers for, 468 wills in, 469–470 eTapestry, 255 Ethical Decisions Making in Fund Raising (Fischer), 57, 63–64 Ethics See also Codes of ethics; Normative ethics AFP Code, 53–55 application of, 53, 56–61 Aristotelian, 50 in corporate giving, 531, 551–554 definition of, 49–50 dilemmas, 50 durable principle concept in, 50 meta-, 51 policy issues, 552, 554 summary of, 73–74 Ethics for Fundraisers (Anderson), 63 Ethnicity, 83, 187, 613 European Foundation Center, 584 Evaluation attitudes and, 104 event, 607–610 mechanism of, 575 proposal, 575 utility, 109 volunteers, 598, 638–639 VPM, 639–640 Events anatomy of, 602–607 budgets for, 605–606 cultivation, 598–600 education, 598–600 evaluation of, 607–610 fundraising, 593–595 Gantt chart for, 603–604 grid, 593 identification, 595–598 popularity of, 589–590 promotion of, 604–606 range of, 590 reasons for, 591–593 recognition, 600–601 school fundraisers, 617–620 summary, 610–611 tasks, 605–606 timelines, 603 workplace, 540 Exact match, 328 Exchange theory, 86 Exit polling, 431 Expectancy-value model, 104–105 701 Subject Index Expenses See Costs Experience, 191, 647 External case for support characterization of, 224 development of, 224–225 examples of, 228–229 statement for, 224–226 Extraversion, 647 Eyrie Society, 521 F FACE ratios, 238–240 Face-to-face fundraising by donor peers, 522 overview of, 298–300 for planned giving, 517–519 Facebook, 348 analytics, 387 engagement on, 386 event posting on, 378 fans advantages of, 378 characterization of, 362 leveraging of, 381–383 reaching, 363 liking, 379–380 overview of, 362–365 post engagement rates, 386, 388 security on, 364 use of, 362–363 Facebook Insights, 387 Familial utility, 110 Family Expenditure Survey, 183 Family life cycle, 185–186 Family need, 477–478 Fannie Mae, 659 Farrell, Colin, 348 Fear, 88 Federated funds, 537–538 Feedback corporate giving, 556 to donors, 111–112 relevant, 639 stewardship and, 459 systems, 641 FEP See Fundraising Effectiveness Project (FEP) Festivals, 590 Fiedler contingency theory, 650–652 Fiedler, Fred, 650–652 File, K., 443–444 Financial ability, 448 Financial security, 441–442 First World War, 34, 36 FirstGiving, 357 Fischer, Marilyn, 57–60, 63–64, 73 Fit (business/cause) evaluation of, 546–547 limitations in, 547–548 potential of, 546 Five model of personality, 647–648 Flash Player, 353 Flexibility, 686–687 Flickr, 369 Food See Meals Forever Friends Society, 484 Foundation Center, 539, 569–572 Foundation Directory, 570–571 Foundations See Charitable Trusts; Grants community size, 562–563 corporate, 534 funding trends, 565–567 grants, 246 initial contact with, 573 prioritizing, 574 private, 563–564 public, 564 relationship with, 567–568, 579–580 resources for, 569–571 solicitations, 245 summary, 585–586 Four Pillars model, 230–234 Franklin, Benjamin, 28–30 Free-standing inserts (FSIs), 297–298 Friedman, Milton, 529 Friends of the Earth, 298, 306 Friendster, 361 Front-end premiums, 295 FSIs See Free-standing inserts (FSIs) Fulfillment, 313–314 Full range leadership model, 660 Funding trends corporate giving, 526–527 foundation, 565–567 general, 42–43 In-memory giving, 493–494 Fundraising See also specific types definitions of, 36–37 federated, 34 firms, 36 First World War and, 34, 36 knowledge-based, 42–43 professionalization of, 36–37 revolutionization of, 32–34 Fundraising Effectiveness Project (FEP) aggregate statistics from, 256–257 averages, 257 concept of, 255–256 donor retention and, 393–394 data elements, 256 fitness test of, 257–258 focus of, 396 Fundraising Fitness Test (FEP), 257 Fundraising in the United States (Cutlip), 28 Fundraising letter, 308–311 Fundraising Preference Service, 72, 73 Fundraising Standards Board, 61–62 Funds federated, 537–538 pooled income, 508–509 solicitation of, 54–55 types of, 175–176 G GAAP See Generally Accepted Accounting Principles (GAAP) Gaming, 590 Gantt chart, 212, 603–604 Gap, 348 Gates, Bill, 126 702 Geever, Janet, 65 Gender, 82, 128, 184–185 Generally Accepted Accounting Principles (GAAP), 250 Generation X, 184 Generation Y, 184 Generativity, 480 Geography, 547 Gerber, 546 GI generation, 184 Gifts See also Major gift fundraising; Major giving annual, 38, 176 channels for, 319 individual levels of, 82–84 monthly, 176 planned, 38–39 social network effect on, 131 sustained, 428–429 types of, 6, 38–39 Gillette, 659 Give and Take, 503 Giving Institute See American Association of FundRaising Counsel (AAFRC) Giving USA Foundation about, 149 corporate giving, 526–527 income source data from, 21–24 trends reported by, 42–43 Gladstone, William, 32 Golisano Children’s Hospital, 617, 620 Google Ad Grants, 331 Google AdWords, 327 Google Analytics characterization of, 334 data from, 334–335 pages, examples, 334–335 set up goals, 335–336 Google Checkout, 357 Google Hangouts, 348 Google Search, 322 algorithms, 325, 328 expansion of, 324 link counting by, 323 quality control by, 325 sites pushed by, 326 Subject Index Google+, 368 Grants See also Foundations applications declines, 581–584 forms of, 574 success rate, 582 community size, 562–563 cycle, 580–584 distribution of, 566–567 government, 246 individual donors, 539–540 international, 584–585 online searches, 551 planning process for, 568–569 post plans, 577 proposals components of, 575, 577–578 cover letter sample, 579 development of, 573–574 sample timelines for, 576 tips for, 578 Grassroots nonprofit organizations, 18–19 Gratitude, 442–443 Greenfield, J M, 244–246, 250–251 Greenfield’s nine-point performance index, 250–252 Greenpeace, 298 Gross Domestic Product, 17 Group-attraction based identity, 133–134 Groups In, 124 distinctiveness of, 133–134 presentations to, 540 Guide to Private Fortunes, 448 Guidestar, 149, 238, 240–241 Guilt donors’, 88 normative ethics and, 70–71 Gurin, Maurice, 219 H Häagan-Das, 535 Halo effect, 96 Handy, Charles, 176 Happiness, 441 Harry S Truman Library and Museum, 599 Hartwick, 492–493 Harvard University, 28 Hashtag, 377–378 Hathaway, Anne, 348 Health and safety systems, 631 Health Insurance Portability and Accountability Act, 598 Heine, Heinrich, 481 Help Harry Help Others (HHO), 347 Heritage Foundation, 132–133 Hersey and Blanchard contingency theories, 652–654 Hersey, Paul, 652–654 Holder, D., 278–280 Holiday cards, 492–493 Hopkins, Bruce, 37 House path-goal theory, 654–656 House, Robert, 654–656, 666–667 “How America Gives,” 82–83 Hoyer, W., 94–95 Human Rights Watch, 483 I “Ice Bucket Challenge,” 346, 595 Identification corporate donors, 544–546 cultivation of, 134 feelings of, building, 135 foundations/grants, 574 as giving motivator, 442 group-attraction-based, 133–135 organizational-based, 134 self-concept and, 132–133 volunteer, 624–627 Identification events priorities at, 597–598 prospect targeting at, 596 purpose of, 595–596 receptions at, 596–597 Identification Pest, 150 703 Subject Index Identity group-attraction-based, 133–134 memoriam appeals and, 495 moral, 488, 489 nonprofits’, 199 organizational, 134 priming, 135 social, 129, 132–133 unique, 204 iGorilla App, 354 Illustrations, 312–313 Impoverished management, 649 In-groups, 124 In-house suppression request, 301 In-memory giving channels for, 494 donors, 478–479 heirs’ benefits, 494 previous giving and, 478 relationship building with, 496 trends in, 493–494 Tribute Fund accounts, 495–496 Income activities producing, 245–246 donors’, 185–186 philanthropic, 21–24 Independent sector, Independent Sector, 79–81, 83–84 Indiana University, 43, 149, 221–222 Indianapolis Colts, 381 Indicia, 291 Individual donor grants, 539–540 Individual giving model attention component, 94–95 perception component, 95–97 schematic of, 93 Individualistic culture, 124 Influencers, 381–383 Information AARP, 142 background, 414 bequest, 482 categories, 151 database, 285, 287 for evaluation, 639–640 gathering, 152, 154 online, 620 organizational, 680 presentation of, 55, 418 relevant, 147 requirements, 140 sharing, 374 social, 125–130 sociocultural, 145 sources organizations for, 148–149 foundations, 569–574 Informational social influence, 125–129 Initial contact, 450–453 Injunctive norms, 130 Innovation, 165 Innovators, 191 Instagram, 367, 378 Integrated fundraising approach, 40 Internal case support “big idea” concept, 223–224 importance of, 222–223 purpose of, 220–221 resources for, 221–222 Internal Revenue Service, 82 charities tax code, 6–7 corporate giving deductions, 529 Form 990, 238–239 funding data and, 19 income data, 507 nonprofit categories of, 8–10, 12–13 organization categories, 11 organizations registered with, 17 reporting rules, 677 International Development Directory, 584 International Fund for Animal Welfare (IFAW), 338 International funding, 584–585 International Statement on Ethical Principles, 62 Internet See Digital fundraising Investment decision assessments DCF, 264–267 NPV, 264–266 overview of, 259–260 payback period, 263–264 profitability index, 267–269 real rate of return, 269–270 ROI calculations, 261–263 Investments making case for, 272 profile of, 262 risk accounting, 271 Investors, 444 Irrelevant cues, 96 It Gets Better Project, 348 J James, R., 469–471, 473, 478–479, 491–492 JETRO organization, 585 John Hopkins University, 15 Johns Hopkins Institute for Policy Studies, 15 Josephson Institute for Advancement of Ethics, 64–65 Josephson, Michael, 65 Journal of Gift Planning, 503 Joyaux, Simone, 226–227 Judgment, 684 K Kant, Immanuel, 52–53 Kantian ethics, 52 Keller, K., 197 Ketchum, Carlton G., 43–44 Keywords bidding, 328–329 negative, 330 stuffing, 324 Kidney Research UK, 293–294 Kilkenny, S., 602–603 Kiva, 343 Knowledge based education, 44–45 content of, 101 dissemination of, 43–44 generation of, 42–43 importance of, 100–101 structure of, 102–104 KnowX, 448 Kotler, P., 197 704 L Ladder model, 410–412 LaFollette, Hugh, 74 Landing page, 330–331, 337 Language bequest, 486–491 online content, 308–311 Lawrence, Elizabeth, 521 Leader-member exchange theory (LAX), 663–666 Leadership See also Management behavioral theories of, 648–650 charismatic, 657–658 contingency theories definition of, 650 Fiedler’s, 650–652 Hersey and Blanchard, 652–654 path-goal, 654–656 full range, 660 LMX theory, 663–666 managerial grid, 649 overview of, 644–645 personal humility, 660 personality, 644–648 position-power, 651 progressive, 658 styles, 653–656 summary, 666–667 team, 649 trait theory of, 644–648 transformational, 658–660 transitional/transactional overview of, 658–660 personal humility, 660 professional will, 661–663 VPM characteristics of, 634–635 evaluation of, 639–640 interpersonal skills of, 635–636 role of, 621–622, 626 Learning, 406–407 Least preferred coworker (LPC), 650 Legacy Foresight, 478, 493–496 Subject Index Legacy-specific bequests autobiographical reflections and, 478–479 family need factor, 477–478 need to live on and, 479–481 Leno, Jay, 594 Leukemia and Lymphoma Society, 484 Lever, William Hesketh, 276–277 Leverage, 346, 348–349 Levis, B., 244–246, 250 LexisNexis, 448 Life estate gifts, 512–513 Life insurance gifts, 513–514 Lifetime value (LTV) analysis alternatives to, 426–427 benefits of, 423 concept of, 415 development programs and, 431 formula for, 422–423 marketing criteria for, 425 Light, Paul, 670–671 Lilly Family School of Philanthropy, 43, 149, 438–440, 528 Linkage, 447–448 LinkedIn, 366–367 Listening, 453 Lists brokers, 287 purchase of, 286–289 swaps, 295–296 warm, 336–337 Living trusts See Revocable trusts Lombardo, M M., 646 Longevity, 545 Los Angeles Times, 677 Loyalty building, 292–293 definition of, 395–396 drivers of commitment, 405–410 satisfaction, 401–405 increase in, 394–395 ladder, 411 metrics for, 430–431 typology, 397 Luncheons, 590 M M+R Benchmark study, 320 MacInnis, 94–95 MacMillan legacy ad, 472 Macromedia Flash Player, 353 MADD (Mothers Against Drunk Driving), 99–100, 205–206 Magazine advertising, 296–297, 603 Major donors characteristics of, 437–438 cultivation of, 427–428 motives of hyperagency, 440–441 overview, 438–440 personality-related, 443–444 supply-side vectors, 441–443 understanding of, 454 recognition of, 458 recruitment identification of, 445–446 overview of, 444–445 prioritization of, 452 stewardship of, 458–459 Major gift fundraising acknowledgment for, 457–458 assignment, 455 characterization, 436 cultivation stage, 452–454 donor assessment, 447–449 final stage, 454–455 follow through for, 457–458 identification, 445–446 initial strategy for, 450–453 renewals, 459 silent prospecting, 450 solicitation stage, 455–457 stewardship of, 458–459 summary, 460 Major League Baseball, 600 Makers, 191 Management See Leadership Managerial grid, 649 March of Dimes, 363 Marion, Barbara, 65 705 Subject Index Marketing bequest, 484–485 cause-related, 540–544 criteria, 425 direct, 277–278, 301 professionalization of, 45 viral, 343 Markets definition of, 164–165 growth options, 179–180 mechanisms of, 3–4 MarketSmart, 484 Matching funds, 539 Mather, Cotton, 28 McAfee, Pat, 381 McCall, M W., Jr., 646 McDonalds, 540–541 Meal events, 590 Meals, 605 Means-end chain theory, 105–106 Media See also Social media event promotion on, 602–603 sponsorships, 594 Medicaid program, 3–4 Member-get-member (MBM) schemes, 282–283 Membership gifts, 492 Mental accounting, 110–111 Merge-purge, 291 Messages conveying, 207 CTR, 340 emotional, 491 key, 206 one- and two-sided, 106–107 open rates, 339 Meta-ethics, 51 Meta-tags, 323 Mill, John Stuart, 52 Millennials, 184 Miller, Terry, 348 Minnesota Federated Funds, 538 Mission, 530 achievement of, 684 carrying out, 563 case for, 227, 374 fit, 546, 549 statements, 140 vagueness, 675 Mobile technology apps, 354–355 configurations, 353 text-to-give, 355–356 two-stage, 356–357 Models See also Theories appraisal-based, 105 attitude, appraisal-based, 105 content, 113–115 corporate giving altruistic, 531 ethical perspective, 531 productivity perspective, 530 purpose of, 529–530 stakeholder perspective, 532–534 donor behavior, 92–97 expectancy-value, 104–105 Four Pillars, 230–234 full range leadership, 660 individual giving, 93–97 ladder, 410–412 portfolio, 159–165 process, 113 pyramid, 410–412 social giving, 122–123 Modified broad match, 328 Mondschein, S., 421–422 Moral identity, 489 Morality demographics, 490 philanthropy, 443 Moseley, Harry, 347 Mothers Against Drunk Drivers (MADD), 99–100, 205–206 Motivation bequests legacy-specific, 477–481 organizational performance, 477 reciprocation, 476 social norms, 474–476 spite, 481 tax avoidance, 474 corporate giving, 533–534 emotions as, 87–88 major donors, 440–444, 454 planned giving, 515–516 self-interest as, 85–86 Multisegment strategy, 196–197 MySpace, 361 N National Association of College and University Business Officers (NACUBO), 250–151 National Committee on Planned Giving, estate planning by, 467–468 founding of, 41 planned giving, 502–503 resources, 149 National Council for Hospice and Specialist Palliative Care Services (NCHSPC), 630 National Council on La Raza, 200 National Society for the Prevention of Cruelty to Children (NSPCC), 206 National Society of Fund Raisers, 41 National Taxonomy of Exempt Entities (NTEE), 11, 14 creation of, 11 divisions of, 14 professional associations for, 41 Needs family, 477–478 to live on, 479–481 statement of, 575, 577 Net lists, 291 Net present value (NPV), 264–266 Net-income producing activities, 245 Network for Good, 319, 357 Network for Good index, 319–320, 357 New York Community Trust, 677 Newsjacking, 348–349 Newspapers, 602 Nielsen, Jakob, 357 Nonevents, 591 706 Nonprofit organizations administrative fees, 677 categories of, 11 complaint handing by, 686–687 confidence in building, 682–686, 685–687 growing, 679–683 loss of, 670–673 summary of, 688 contributions to, 24 early growth in, 34 economic significance of, 17–19 expertise at, 577 international classification of, 16–17 philanthropic income of, 21–24 public charities, 18, 20–21 resources of, sectors of, 2–6 size of, 17–19 small, audits of, 167 structural-operational definition of, 14–17 tax-based definition of, 6–14 trust in building, 675–679, 684–685 summary of, 688 confidence vs., 574–575 types of, 8–10 Nonprofit Times, 149 Nonprofit Times, 44 Nonsupport, 114 Normative ethics approaches to, 51–53 definition of, 53 donorcentrism, 65–66 duties in, 69 emergence of, 63–64 theories of, 64–72 Normative social influence, 125–129 Norms bequests and, 474–476 categories of, 129–130 definition of, 129 Notable Names Database Weblog (NNDB), 448 NVP See Net present value (NPV) Subject Index O Obama, Barack, 348 Objectives good, 176–177 key issues for, 174–175 planning, 550 proposal, 575 separation of, 175–176 shared, 547 significance of, 173–174 SMART, 176–177 vague, 176 Open rates, 339–340 Openness, 647,687 Opt-in emails, 336–338 Organizations See Nonprofit organizations Orwell, George, 308–309 Out-groups, 124–125 Outcomes assessment of, 556 behavioral, 104, 106 confidence in, 673 decisions based on, 57 quality of, 687 responsibility for, 98 Owned apps, 354 Oxfam, 204, 311 P Pacific Islanders in Communication, 41 Package design, 292–295 Panas, Jerry, 225, 457 Parades, 590 Pareto principle, 419 Participating leadership, 653 Participation ease of, 161–162 recognition for, 594 units of, 508 Participation events, 590 Participative leadership, 655 Partnership for Philanthropic Planning, See National Committee on Planned Giving Pass-along emails, 344–345 Passive commitment, 405–406 Passive loyals, 398–399 Path-goal theory, 654–656 Pay per click (PPC) See also Search engine optimization (SEO) advantages of, 326–330 characterization of, 326 CPA rate, 331 CPC bids, 327–330 key word bidding, 328–329 management of, 327 Payback period, 263–264 PayPal, 357, 367 Payton, Robert, 50 Pecuniary bequests, 481 Peer-to-peer campaigns, 383 Peer-to-peer giving, 319 Penn, William, 28 Pennsylvania State University, 535 Perception definition of, 95 stimuli for, 96–97 Performance assessment activity categories, 245 benchmarking cost, 252–255 benchmarking initiatives, 255–259 cost per dollar raised, 240–244 direct response campaigns, 314–316 donorCentics, 258–259 FACE ratios, 238–240 FEP, 255–257 Greenfield’s nine-point index, 250–252 investment decisions overview of, 259–260 ROI calculations, 261–263 overview of, 236–237 reporting of, 685 risk accounting, 271 ROI, 244–250 social media, 387 summary, 272–273 target analytics, 257–259 Periscope, 369, 378 Person specification, 624–625 Personal humility, 660 Personal link, 407 707 Subject Index Personality causal dimensions to, 204–205 construction of, 202–203 differentiation of, 205 expression of, 205–206 five model of, 647–648 key leadership traits, 646 Pete the Planner, 381 Philanthropic Service for Institutions/Adventist, 257 Philanthropists early American, 28–31 great, 31–32 segmentation of, 443–444 Philanthropy See also Service of philanthropy framework segments, 443–444 morality of, 443 Philanthropy News, 571 Phonto, 367 Phrase match, 328 PicStats, 387 Pidgeon, S., 231–232 “Pin It” buttons, 368 Pinterest, 368 Pipl.com, 448 Pity, 88 Pixar, 348 Planned giving board involvement in, 522–523 characteristics of, 501–502 definitions of, 38, 502–503 donor appreciation, 521–522 forms of, 38–39 growth in, 503 income from, 39 management of, 522–524 motivation for, 515–516 solicitation of, 516–519 stewardship, 519–521 summary of, 524 vehicles for annuities, 506–508 bargain sale, 514 bequests, 504 CRTs/CRUTs, 509–512 life estate gifts, 512–513 life insurance gifts, 513–514 pooled income fund, 508–509 retained life interest, 512–513 revocable trusts, 504–505 Planned Parenthood of Utah, 142 Planning process behavioral segmentation, 193 branding, 200–208 business market segmentation, 193–195 case support strategy, 209, 551 categories, 177–178 corporate giving approach, 555 ethical check list, 551–554 feedback, 556 objectives, 457, 550 offers, 551 outcome assessment, 556 prospect research, 550–551 relationship management, 555 examples of, 141–143 framework for, 139–143 framework selection, 212–213 general framework for, 140–141 grants, 568–569 key components of, 140 market segmentation characterization of, 181 demographic approach, 182–187 geographic approach, 182 rationale for, 182 objective setting, 173–177 overall direction, 178–180 positioning, 197–200 product differentiation, 180–181 psychographic segmentation, 187–193 structure, 213 summary of, 213–214 tactical strategy, 209–212 targeting, 195–197 Pledges, 246 Plug-ins, 353 Pokémon Go, 349 “Politics and the English Language” (Orwell), 308–309 Political model, 531–532 Pooled income fund, 508–509 Portal giving, 319 Portfolio models components of, 160–161 development of, 159–160 drawbacks of, 164–165 sample of, 164 scoring activities in, 162–164 Position-power, 651 Positioning definition of, 197–198 effective, 199 example of, 198 options for, 199–200 Potential advocates, 399 Power-orientated volunteers, 638 PPC See Pay per click (PPC) Practical utility, 110 Preferred Service, 570 Presentation feedback for, 573 framing, 107 group, 540 potential from, 201 tips for, 578 Press advertising, 296–297 Prince, R., 443–444 Private foundations, 563–564 Private sector, 2–4 Prizeo, 383 Process model, 113 Product/service AFP member obligations, 54 CRM partnerships, 541–542 differentiation of, 180–181 fit concept in, 546 investing in, 303 life cycle, 157–159, 186 portrayal of, 108 quality of, 684 resources for, 191–192 returns generated by, 163 Productivity model, 530 Professionals associations for, 41 education of, 44–45 specialization of, 36–37 will, 661–663 708 Profiling databases, 284–286 Profitability index, 267–269, 544 Promotion event, 602–603 patterns of, 373 primary values, 488–491 Proportionality, 687 Proposals cover letter sample, 579 development of, 573–574 foundations, 575, 577–578 timeline for, 576 tips for, 578 Prospects corporate, 555 definition of, 398 evaluation of, 598 exercise for, 449–450 high-level, 446–447 identification, 595, 624–626 list of, 283 qualified, 452, 600 recognizing, 449, 597 researching, 446–450, 460 Psychographic segmentation bases of, 191 definition of, 187 resources for, 191–193 tapestry system, 188–190 Public charities income sources, 20–21 number of, 18 Public foundations, 564 Public good theory, 86 Public money, 4–5 Public Radio Association of Development Officers, 40 Public Radio in Mid-America, 41 Public sector, Public service announcements, 603 Public trust See Confidence PURLs, 380–381 Pyramid model, 410–412 Q Quality of outcomes, 687 Quality Score, 328 Subject Index R Race, 83, 187, 613 Radcliffe, Richard, 485 Radio fundraising, 304, 603 Raphel, M., 410–411 Receptions, 590, 596–597 Reciprocation, 476 Recognition adequate, 112 events, 600–601 as motivator, 85, 516 programs, 637–638 society, 522 vehicles for, 458 volunteer, 637–638 Recognition events, 458 Recruitment See also Direct response average tenure by, 394 cold, 283 direct mail, 286–295 donor typology and, 397–399 face-to-face, 298 fulfillment of, 313–314 high-value donors, 428 major donors communication in, 427–428 overview of, 444–446 prioritization of, 452 sustained givers, 428–429 volunteers communication, 627–629 form for, 628 job description, 621–624 prospect identification, 624–627 referrals, 627 supervision and, 634–636 Recruitment objectives, 281 Red Cross, 204, 346, 671 Regency/frequency value analysis, 426–427 Relationship fundraising See Donor-centered fundraising core of, 414 corporate, 555 definition of, 416 focus of, 417–418 foundations and, 567–568, 579–580 transaction-based vs., 415–416 transition to, 414–417 Relevant costs, 266–268 Religious organizations bequest and, 471 fundraising by, 30–31 IRS rules for of, 18 knowledge structure of, 103 personality of, 204 Remainder deed gifts, 513 Repayers, 444 Request for proposals (RFPs), 570 Research AAFRC, 42–43 agenda, 585 for audits, 155 benefits of, 42–43 chain of command, 552 corporate donors, 550–551 creation of, 43–44 drawing on, 44 expenditures, 267 FACE ratio, 238 foundations, 569–571 leadership, 645, 647–648 prospects, 446–550, 460 recruitment, 627 secondary, 154 Residuary bequest, 482 Responders, 397–399 Response rate, 341–342 Restricted funds, 175 Retained life interests, 512–513 Retention See also Loyalty advantages of, 392–393 factors affecting, 401 gains/losses, 431 pattern of, 393–394 planning for, 410–414 relationship fundraising and, 414–417 summary, 431–432 volunteer orientation and, 633–634 training and, 634 volunteers overview of, 632–633 placement and, 633–634 recognition programs for, 637–638 709 Subject Index Revocable trusts, 504–505 Rhode Island Women’s Fund, 227–229 Rights-balancing ethics focus of, 68–69 framework for, 72 general rule of, 71 Risk assessment policy, 631 Rockefeller Foundation, 31 Rockefeller, John D., 31, 33 ROI (return on investments) calculations, 261–263 definition of, 244 in direct response, 278 donor acquisition campaigns, 424–425 illustration of, 247–248 minimum by category, 249–250 one- and five-year comparison, 261 relationship fundraising, 415 spread sheets for, 246 Ronald McDonald House Charities, 541 Rooso, Henry A., 220 Roseman, I., 99–100 Rosen, Michael, 56–57, 64–65 Rosso, Hank, 67 Rowntree, Joseph, 31 Royal National Lifeboat Institution, 104 “Rule of Thirds,” 373 S SafeNight app, 354 Salvation Army, 91 bequests, 478–479 promotion imagery, 207–208 on YouTube, 367 San Francisco Opera, 484 Sargeant and Woodliffe model, 113–114 Satisfaction, 401–405, 431 Savage, Dan, 348 Scheduling, 211–212 Schervish, P., 440–443 Seal of Approval system, 674 Search engine optimization (SEO) See also Pay per click (PPC) algorithms used by, 324–325 audience orientated, 325 function of, 323 natural/organic listings, 322–326 PPC vs., 327 Seeding, 344 Segmentation acquisition plan for, 280 basis of, 183, 185 behavioral, 193 benefits of, 427 characterization of, 181 criteria for, 194 demographic approach, 182–187 geographic approach, 182 for growth, 427–428 LTV calculations and, 425 multisegment approach, 196 philanthropist, 443–444 psychographic, 187 purpose of, 195 rationale for, 182 recruitment and, 282 tapestry system for, 188 Self-interest, 533 altruism vs., 85–91 notion of, personal goals and, 658 Selling leadership, 653–654 Sensitivity analysis, 271 SEO See Search engine optimization (SEO) September 11, 2001, 670–671 September 11, 2001 fund, 677 Serifs, 313 Service of philanthropy See also Product/service guilt and, 71 objective of, 67–68 problems with, 68 quality of, 406, 439 Shang, J., 662–665 Shared beliefs, 406 Shareholding, 545–546 Silent Generation, 184 Silent prospecting exercise, 449–450 Simmons, D., 633 Simplymeasured, 367 SixDegrees.org, 319 SMART (specific, measurable, achievable, relevant, time-scaled), 176–177 Smith, Adam, 3–4 Smith, David Horton, 18–19 Smith, George, 309–310, 330, 344–345 Smith, Wendell, 180–181 Snapchat, 369 Social cohesion theory, 133 Social conscience events, 591 Social currency, 346 Social environment, 124–125 Social giving model composition of, 122–123 environment in, 133–135 identification of, 132–136 influences in, 125–130 networks in, 130–132 summary of, 135–136 Social identity esteem, 129 Social influence, 125–130 Social justice, 88, 575 Social media content for, 373–375 coverage optimization, 375 diversified approach to, 373 documentation, 372 effectiveness of, 387–388 engagement on, 386 events, 595 fracturing of, 368 goals for, 371 integration direct mail, 379–381 email, 379 events, 377–379 websites, 376–377 leveraging, 381–383 major players, 362–368 monetization of, 384 networks, 369 overview of, 361–362 safeguards, 388 710 Social media (Continued) strategy for, 369–373 summary, 389 technology to, 372–373 user persona, 370–371 Xavier University example, 371–372 Social networks, 130–132 Social Welfare Institute, 437, 440, 464–465 Socialites, 444 Sociocultural factors, 145 Solicitation bequests, 468, 481–486 foundation initial contact with, 573 resource for, 569–571 IRS reporting rules, 677 major gifts acknowledgments in, 457–458 asking stage, 455–457 assignment, 455 characterization, 436 cultivation stage, 452–454 donor assessment, 447–449 final stage, 454–455 follow through for, 457–458 identification, 445–446 initial strategy for, 450–453 renewals, 459 silent prospecting, 450 stewardship in, 458–459 success in, 455–457 summary, 460 misuse of, 671–672 planned giving, 516–519 regulation of, 680–682 “solus,” 482 “Solus” solicitation, 482 Special events activities/products, 181 for bequest donors, 492 donor recognition, 458 performance assessment, 245 promotion of, 377–379 social media promotion of, 377–379 Subject Index Specialization associations, 40–42 campaign, 37–40 occupations, 40 Specific bequests, 481 Spiritual utility, 110 Spite, 481 Sprinkel-Grace, Kay, 219, 444–445, 449, 459 SRI Consulting Business Intelligence, 191–192 Staff corporate, 536–537 event, 605 volunteer interactions, 636–639 Stakeholders answering to, 68 consultation with, 214 corporate giving role, 532–534 performance concerns of, 252 Statement of needs, 575 Stereotyping, 96–97 Stewardship bequests, 491–493 definition of, 458 major gift, 458–459 planned giving, 519–521 Stocks/share donations, 535 Stogdill, Ralph, 645 Strategic giving, 533 Strategy elements of, 177–179 implementation guide, 140 organization size and, 151 positioning, 197 SWOT analysis of, 170, 173 targeting, 195–197 Strivers, 191 Structured messages, 491 Subordinate usage, 487 Super Bowl event, 594 Superordinate usages, 487–488 Supplyside vectors, 441–443 Support See Case for support Supportive leadership, 655 Survey Research Center, 648 Survivors, 191 Susan G Komen Breast Cancer Foundation, 541–542 “Sustainer” programs, 38 SWOT (strengths, weaknesses, opportunities, and threats) analysis, 168–169 Sympathy, 87 T Tactical plans budgets, 210–211 control, 212 monitoring, 212 scheduling, 211–212 Talk radio, 603 Tangible Response, 230–231 Tapestry segmentation system, 188–190 Target analytics, 257–259 Targeting appraisal of, 197 behavioral, 333 concentration strategy, 195–196 in direct response, 279–280, 285–286 email, 337 multisegment strategy, 196–197 recruits, 283 Tasks completion of, 648, 658 conflict, 663 environment, 656 mundane, 621, 624 structures, 651 Tax avoidance, 474 Tax relief, 85–86 Teachers College, 44 Team management, 649 Technological factors, 145 Telemarketing See Telephone fundraising Telephone fundraising, 301–304 Telling leadership, 654 Test mailings, 289–291 Testimonials and tributes, 590 Text-to-give, 355–356 The Fund Raising School, 221–222 711 Subject Index Theories See also Models behavioral, 648–650 charismatic leadership, 657–658 cognitive appraisal, 99–100 contingency definition of, 650 Fiedler, 650–652 Hersey and Blanchard, 652–654 path-goal, 654–656 divine command, 51 exchange, 86 LMX, 663–666 means-end chain, 105–106 public good, 86 social cohesion, 133 trait, 644–648 transformational leadership, 658–660 transitional leadership, 659 Thinkers, 191 Third sector activities of, 5–6 characterization of, revenue sources for, Third-party giving apps, 354 Timelines even, 603 proposals, 576 volunteer, 623 TLC (Touch Look Check) guide, 306 Tokens, 458 Tracking, 344 Traditional direct market media, 277 Transaction-based fundraising, 415–416 Transitional/transactional leadership overview of, 658–660 personal humility, 660 professional will, 661–663 Transparency, 687 Transportation, 605 Tribute Fund accounts, 495–496 Trust building, 675–679 complaint handling and, 686–687 effect of, 407 in organizations, 574–575 summary of, 688 Trustism, 67 codes construction and, 57 guilt and, 70 principles of, 64–65 public trust and, 70 Trusts charitable remainder, 509–512 revocable, 504–505 Tumblr, 369 Turnover, 544–545 Twitter creation of, 365 event promotion on, 377–378 fundraising on, 381–382 logo, on direct mail, 380 posts on, 386 updates on, 378 users of, 365–366 viral campaigns, 346 Two-stage mobile, 356–357 Two-step campaigns, 306 Typeface, 312–313 U Ulicny, G., 108–109 Unaddressed mailings, 296 UNICEF, 296, 346, 547 UNICEF AD, 297–298, 346–347 Union of Concerned Scientists, 413 United Nations, 15 United Way, 200, 537, 671 United We Serve, 627 Units of participation, 508 University of California, Davis, 535 University of Michigan, 648 Unrestricted funds, 175 Unstructured messages, 491 Urban Institute, 255, 676–677 US Airways, 536 US Trust & Lilly Family School of Philanthropy, 438–439 Utilitarianism, 52 Utility evaluation of, 109–110 in giving, 85–87 V VALS framework, 191–192 Values behavior shaping, 90–91 corporate-cause, 547 definition of, 90 primary, promotion of, 488–491 Vanity metrics, 387 Vine, 369 Viral agent, 344 Viral marketing case study, 342 categories of, 344–346 components of, 344 facilitating, 346–349 power of, 343 Virunga Fund, 354 Vision statement, 140–141, 230–231 Vögele, Siegfried, 312 Volunteer Program Manager (VPM) characteristics of, 634–635 evaluation of, 639–640 interpersonal skills of, 635–636 role of, 621–622, 626 Volunteers achievement-orientated, 637 ad hoc, 616–617 affiliation-orientated, 639–640 benefits for, 628–629 digital, 346 evaluation of, 638–639 formal, 615–616 induction of, 630–632 median hours, 612–613 orientation of, 630 policies for, 631–632 power-orientated, 638 recruitment communication, 627–629 form for, 628 job description, 621–624 prospect identification, 624–627 referrals, 627 supervision and, 634–636 712 Volunteers (Continued) retention orientation and, 633–634 overview of, 632–633 placement and, 633–634 recognition programs for, 637–638 training and, 634 roles of, 614 screening of, 630 sector of, short-term attrition of, 632–633 skill set for, 615 staff interaction with, 636–639 summary, 640–641 value of, 613–614 VSCO Cam, 367 W Walgreens, 659 Walk for Babies, 363 Subject Index Wall Street Journal, 147 Ward, Charles Sumner, 32–34 Warm glow effect, 86 Warm lists, 336–337 Warwick, Mal, 278, 396 Watch dog groups, 682–683 Wealth transfers, 466 Web-facilitated viral, 345 Webmaster Tools, 326 Websites analytics, 334–336 bound rate, 329 content, 325 design of, 350–353 home page direction, 326 landing page, 330–331 nonprofit, 319 social media and, 376–377 Wells Fargo, 659 “Whirlwind” campaigns, 32–33 Who’s Wealthy in America, 448 William and Mary College, 28 Wing Haven, 521 Winthrop, John, 28 Wise Giving Alliance, 682 World cultures, 124 Wright, B., 108–109 X Xavier University, 371–372 Y Yahoo, 369 Yale University, 222 Young Men’s Christian Association (YMCA), 32–33, 529 YouTube, 367 Z Zarrella, Dam, 386 Zuckerberg, Mark, 361 ... Fundraising principles and practice/Adrian Sargeant, Jen Shang, and Associates Description: Second Edition | Hoboken : Wiley, 2017 | Revised edition of the authors’ Fundraising principles and. .. Marketing and the International Review on Public and Nonprofit Marketing. Fundraising Principles and Practice, Second Edition By Adrian Sargeant Copyright © 2017 by Adrian Sargeant and Yue Sargeant... examines various direct response media and the use of the Internet for fundraising, then major gifts, bequest and planned giving, and corporate and grant fundraising It also looks at the critical