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Book Cover
Book
Author Burnett, Ken, 1950-

Title Relationship fundraising : a donor-based approach to the business of raising money / Ken Burnett ; foreword by Jennie Thompson.

Imprint San Francisco, CA : Jossey-Bass, c2002.

Copies

Location Call No. Status
 PAS La Pintoresca Branch Nonprofit Resource Center    658.15224 BUR 2002    Available
 PAS La Pintoresca Branch Nonprofit Resource Center    R 658.15224 BUR 2002    Available
Edition 2nd ed.
Description xxxiv, 350 p. ; 24 cm.
Series Jossey-Bass nonprofit and public management series
Jossey-Bass nonprofit and public management series.
Bibliography Includes bibliographical references (pages 339-342) and index.
Contents 1 Much More Than Raising Money 1 -- A Unique Business Area -- What Is a Donor? -- Fundraising Is Important -- Donor Profile: Mary Tewson -- 2 Proud to Be a Fundraiser 13 -- Limited Public Image -- Pride in Our Profession -- Nonprofit Doesn't Mean Not Profitable -- Essential Overheads -- Any Need, on Any Scale -- Value for Money -- Double Agents -- The Initiation -- Donor Profile: Molly and Don Patterson -- 3 The Essence of Good Fundraising 27 -- Why Do People Give? -- Giving Is Good -- What Makes a Successful Fundraiser? -- Donor Profile: Rose Lister -- 4 The Vital Ingredients for Success 37 -- What Is Relationship Fundraising? -- The Benefits of a New Approach -- A Total Philosophy -- What Relationship Fundraising Can Do for You -- The Nine Keys to Building a Relationship -- Variations of Donor Geometry -- Setting Up and Maintaining a Relationship Database -- Donor Profile: Richard West -- 5 Understanding Your Donors 61 -- Basic Research -- How to Do Research -- The Hidden Flaw and Other Perils -- Implementing Your Findings -- Donors of the Future -- Donor Profile: Mrs. Chester -- 6 Learning from Recent Research 83 -- Where Do I Start? -- Some Really Important New Insights -- Donor Profile: Rachel Shapiro -- 7 Avoiding Common Errors and Pitfalls 95 -- In the Heart of the Machine -- The Way We Talk to People -- The Mail Mountain -- Low Organizational Self-Image -- The Importance of Nonresponse -- The Power and Perils of Emotion -- Boring, Boring, Boring ... -- Personal Dislikes -- The Benefits and Risks of Marketing -- Following the Crowd -- Donor Profile: John Collins -- 8 Building Better Friendships Through Marketing 127 -- What Is Marketing? -- The Marketing Mix: Creating an Effective Marketing Strategy -- Ten Marketing Questions -- Search for the URG! -- Personality Problems -- Fundraising by Phone -- Relationships with Companies and Foundations -- Publicity and Public Relations -- Donor Profile: Marsha Robbins -- 9 Making and Keeping Friends 155 -- What Is a Donor Worth? -- Recognition and Rewards -- Reciprocal Mailings -- Cold Direct Mail -- Different from the Herd -- Off-the-Page Advertising -- Inserts -- Recruiting Face to Face -- The Internet and E-Mail -- Gathering Names -- Membership -- The Information Line -- The Video Party -- The President's Task Force -- Donor Profile: Kevin Tuckwell -- 10 Keeping in Touch with Your Donors 185 -- General Awareness Advertising -- Selling Like Soap -- Disaster Advertising -- Communicating by Letter -- The Ideal Thank You Letter -- Newsletters and Magazines -- The Annual Report -- The Ideal Reply Form -- Creative Use of the Phone -- Even Closer Encounters -- Television -- Radio -- Video -- Donor Profile: Ian Dunlop -- 11 Creative Approaches to Relationship Building 223 -- The Non-Event -- Getting the Best Out of People -- Provide Involvement -- Major Gifts -- Pricing and Propositions -- Creative Targeting -- Sponsorship of Publications -- Commercial Partnerships -- Employee Fundraising -- Volunteers -- Inform Your Ambassadors -- The RFM Route to Upgrading Donors -- Thank You, Thank You, and Welcome -- New Products and New Product Development -- Planned Giving -- Central Promotion -- What's in a Name? -- Change Brings Opportunities -- Donor Profile: Eric Levine -- 12 Bequest Marketing: The Last Great Fundraising Opportunity 247 -- Different Strokes for Different Folks -- What Bequest Marketing Means in Practice -- More Rigorous Strategy -- Some New Approaches -- Creativity in Bequest Marketing -- Donor Profile: Alice Jenks -- 13 Keeping Up with Change 275 -- Changing Ideas About Boards and Governance -- Mergers and Acquisitions -- Entrepreneurial Donors and the New Rich -- Venture Philanthropy -- What's New in Customer Relationship Management -- Disenchantment with Relationship Marketing -- Face-to-Face Fundraising -- The Revolution on Our Desktops -- How Ethical Are We? -- Some Thoughts on Future Change -- Donor Profile: Sophie Cairncross -- 14 Fundraising for the Twenty-First Century 311 -- But How High Is Up? -- A Happy Ending? -- Changing Fundraisers' Behavior -- SAVE THE DONOR -- An Urgent Appeal -- Donor Profile: Mr. and Mrs. Christisen.
Subject Fund raising.
ISBN 0787960896 (hc : alk. paper)
9780787960896 (hc : alk. paper)

 
    
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