상세정보

This book has the insightful and cost-effective techniques you can use today that will deliver tremendous returns for years to come.

정보제공 :

CONTENTS

Foreword = ⅸ

Preface = xi

Acknowledgments = xiii

Chapter 1 - What Is a Major Gift? = 1

 What Makes a Gift a Major Gift? = 1

 Who Are the Major Donors? = 2

 How Does Major Gift Fundraising Fit within the Overall Fundraising Program? = 4

 Recap and Review = 4

Chapter 2 - The Essentials To Starting a Major Gifts Program = 7

 Identifying Your Best Prospects = 7

 Sorting It All Out = 8

 Assessing the Number of Major Gifts Prospects = 9

 Creating Donor Profiles = 10

 Gathering Donor Information = 11

 Developing a Personal Calendar System = 15

 Recap and Review = 16

 Appendix 2-A - Suggested Readings, Web Sites, and Prospect Information Providers = 17

 Appendix 2-B - U.S. Department of the Treasury Internal Revenue Service Form 990 Return of Organization Exempt from Income Tax = 19

 Appendix 2-C - U.S. Department of the Treasury Internal Revenue Service Form 990-PF Return of Private Foundation = 26

 Appendix 2-D - National Society of Fund Raising Executives Code of Ethical Principles and Standards of Professional Practice = 39

 Appendix 2-E - Sample Personal Calendar = 41

Chapter 3 - Getting in the Door = 43

 Selecting a Contact To Open the Door for You = 43

 Writing to Prospects Initially = 44

 Writing to Prospects with Unlisted Telephone Numbers = 46

 Contacting Prospects by E-Mail = 46

 Calling the Prospects Instead of Sending a Letter = 47

 Calling Your Prospects after the Initial Letter = 47

 Fundraiser Versus Administrative Assistant Calls = 49

 Leaving Messages on the Answering Machine = 49

 Leaving the Message with the Prospect's Assistant = 50

 Calling the Prospects at Home or at Work = 50

 Overcoming the Telephone Brushoff = 50

 Staving in Touch with the Prospect When the Prospect Says "No" to a Visit = 51

 Recap and Review = 52

 Appendix 3-A - Sample Letters = 53

Chapter 4 - Meeting Your New Best FrIends = 57

 Making the Most of Your First Visit = 57

 Getting the Complete Information about Your Prospect on the First Visit = 58

 Observing Everything You Can on the First Visit = 61

 Asking for Money on the First Visit = 64

 Cultivation - What Is It? How Does It Work? = 65

 Judging the Prospect's Readiness To Make a Major Gift = 69

 Recap and Review = 70

Chapter 5 - Preparing the Right Gift Proposal = 73

 Creating Hand-Tailored Gift Opportunities = 73

 Components of an Effective Gift Proposal = 79

 Gift Proposals by Letter = 81

 Gift Proposals Formal, Yet Personal = 85

 Gift Proposals That Include a Planned Gift = 87

 Recap and Review = 89

 Appendix 5-A - Sample Gift Proposal - By Letter - Conversational, Covering All the Details = 91

 Appendix 5-B - Sample Gift Proposal - By Letter - Personal = 94

 Appendix S-C - Sample Gift Proposal - By Letter - Structured and Formal = 95

 Appendix S-D - Sample Gift Proposal - The Blend Donor = 96

 Appendix 5-E - Sample Gift Proposal - Formal, Illustrative, and Personal = 98

 Appendix 5-F - Sample Gift Proposal - Simple and Persuasive = 100

 Appendix 5-G - Sample Gift Proposal - Using a Planned Gift = 101

 Appendix 5-H - Sample Gift Proposal - The Large Naming Opportunity = 104

Chapter 6 - Asking for Major Gifts = 105

 Deciding on a Solo Solicitation = 105

 Using the Team Approach = 106

 Scripting the Ask = 110

 When the Response Is "No" = 125

 When the Response Is "Yes = 127

 Recap and Review = 128

Chapter 7 - Thanking and Recognizing Your Major Donors = 131

 The Importance of the Initial Thank You = 131

 What Makes a Good Thank You? = 132

 Thanking Your Donors = 135

 Gift Acceptance Policies = 140

 Recap and Review = 147

 Appendix 7-A - The Curtis Institute of Music, Gift Crediting Policies = 149

 Appendix 7-B - Cornell University, Gift Acceptance Policy = 152

 Appendix 7-C - Southern Homes Services, Policy and Procedures - Acceptance of Gifts-In-Kind = 160

 Appendix 7-D - Stephens College, Gift Policy = 164

 Appendix 7-E - PresbyHomes Foundation, Policy Statement = 173

Chapter 8 - Stewarding Your Donors for Their Next Enhanced Gift = 177

 Stewardship - What Is It? How Does It Work? = 177

 Judging the Donor's Readiness To Make the Next Major Gift = 180

 Individual Stewardship Strategies = 181

 Intergenerational Stewardship = 194

 Recap and Review = 195

 Appendix 8-A - A Donor Bill of Rights = 197

Chapter 9 - Tracking Prospect Activities and Gifts = 199

 Managing Your Prospect List = 199

 Selecting the Right Prospect Tracking Software = 202

 Using a Word Processing System for Prospect Tracking = 204

 Ranking Your Top and Next Tier Major Gifts Prospects = 205

 Time Management and Prospect Tracking = 206

 The Importance of Maintaining Hard Copies of Prospect Reports and Files = 207

 Using Prospect Tracking Information for Biweekly Meetings = 208

 Deciding When To Take Major Gifts Prospects off the Direct Mail／Annual Fund List = 208

 Deleting Prospects from Your Top and Next Tier Major Gifts Lists = 211

 Adding New Prospects to the Top and Next Tier Major Gifts Lists = 213

 Recap and Review = 214

 Appendix 9-A - Sample Major Gifts Reports for Contacts and Gift Proposals = 216

 Appendix 9-B - Sample Major Gifts Reports for Top Prospects and Next Tier Prospects = 219

 Appendix 9-C - Cornell University's Commitment Tracking Form = 221

Chapter 10 - The Success Stories = 225

 Mr. Z = 225

 Mr. B = 229

 Mr. and Mrs. M = 232

Suggested Bibliography = 235

Index = 237

About the Author = 241