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Achieving Excellence in Fundraising, 3rd Edition

Eugene R. Tempel (Editor), Timothy L. Seiler (Editor), Eva E. Aldrich (Editor), Paulette Maehara (Foreword by)
ISBN: 978-0-470-55173-8
544 pages
November 2010, ©2011, Jossey-Bass
Achieving Excellence in Fundraising, 3rd Edition (0470551739) cover image


The third edition of this acclaimed resource, Achieving Excellence in Fundraising, explains the fundraising profession's major principles, concepts, and techniques. With contributions from noted experts in the field, and filled with illustrative examples, this book demonstrates why fundraising is a strategic management discipline and clearly defines each step in the fundraising cycle.

Praise for the Third Edition of Achieving Excellence in Fundraising

"Achieving Excellence in Fundraising brings together the voices of leaders in the field with the research expertise of the Center on Philanthropy at Indiana University. This winning combination makes the updated third edition an excellent resource for everyone engaged in nonprofit fundraising."
John Lippincott, president, Council for Advancement and Support of Education (CASE)

"This book is the best road map—coupled with creative approaches to the practice of fund development—you will find. The sections addressing donor interest and stewardship alone are worth the price. Take time to enhance your fundraising skills, and, most importantly,increase your fundraising results. Tempel, Seiler, and Aldrich have collaborated on apublication worthy of serious study."
William C. McGinly, president and CEO, Association for Healthcare Philanthropy

"The third edition of this seminal piece of literature, Achieving Excellence in Fundraising, is a wonderful continuation of a legacy that provides the nonprofit sector with a thoughtful, comprehensive, and well-organized approach to contemporary and ethical fundraising practices. The legacy lives on!"
Denny Smith, president and CEO, CFRE International

"One of the most significant challenges that the grantee organizations of foundations face is building sustainable resources. Achieving Excellence in Fundraising will help them build the fundraising program they need to do so."
Steve Gunderson, president and CEO, Council on Foundations

"Today's donors seek new philanthropic experiences. Achieving Excellence in Fundraising couples the importance of good stewardship and relationships with innovation, engagement, and long-term results. This third edition takes a critical new look at a classic sector must-read."
Brian Gallagher, president and CEO, United Way Worldwide

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Table of Contents

List of Tables, Figures, and Exhibits xiii

Foreword xvi
Paulette Maehara

Preface xix

Acknowledgments xxv

The Editors xxvii

The Authors xxix


1 A Philosophy of Fundraising 3
Henry A. Rosso, Introduction by Eugene R. Tempel

2 Plan to Succeed 10
Timothy L. Seiler

3 Developing a Constituency for Fundraising 18
Timothy L. Seiler

4 Developing and Articulating a Case for Support 27
Timothy L. Seiler and Eva E. Aldrich


5 The Total Development Plan 41
Timothy L. Seiler

6 The Annual Fund 51
Henry A. Rosso, Updates by Meg Gammage-Tucker

7 Major Gifts 64
James M. Hodge

8 Capital Campaigns 81
Robert Pierpont

9 Establishing a Planned Giving Program 92
Dean Regenovich


10 Contemporary Dynamics of Philanthropy 117
Patrick M. Rooney and Sarah K. Nathan

11 Prospect Research 125
Vicky Martin

12 Corporate Giving and Fundraising 138
Dwight F. Burlingame

13 Foundation Fundraising 150
Gwendolyn Perry Davis

14 Women as Donors 162
Debra J. Mesch and Andrea Pactor

15 High-Net-Worth Donors 172
Marti K. S. Heil and Sandra Bate

16 Ethnicity and Giving 183
Lilya Wagner, Introduction by Una Okonkwo Osili

17 Giving Differences Among the Generations 199
Melissa S. Brown with Xiaonan Kou


18 Personal Solicitation 213
Kim Gattle

19 Direct Mail Marketing 223
Mal Warwick

20 E-Mail and Internet Solicitation 235
Jeff Stanger

21 Special Events 247
Roberta L. Donahue

22 Telephone Solicitation 256
Jonathan D. Purvis

23 The Practice of Stewardship 268
William G. Enright and Timothy L. Seiler


24 The Trustee’s Role in Fundraising 275
Ted R. Grossnickle

25 Volunteer Management 285
Tyrone M. Freeman

26 Using Social Media to Energize and Mobilize Your Volunteers 295
Jay B. Love


27 Managing the Fundraising Program 307
Elizabeth A. Elkas

28 Leadership and Team Building 318
Lilya Wagner

29 Organizational Strengths and Vulnerabilities 329
Eugene R. Tempel

30 Donor Database Management and Segmentation 340
Jeffrey A. Lindauer

31 Budgeting for Fundraising and Evaluating Performance 349
James M. Greenfield

32 Marketing and Communications for Fundraising 362
Sandra Bate

33 Selecting and Working with Fundraising Consultants 375
Margaret M. Maxwell

34 Fundraising for Grassroots Nonprofits 383
Kim Klein


35 Ethical Frameworks for Fundraising 395
Eugene R. Tempel

36 The Law and Fundraising 413
Philip M. Purcell


37 Fundraising as a Profession 427
Eva E. Aldrich

38 Fundraising Credentialing 434
Eva E. Aldrich

39 Preparing for the CFRE Exam 437
Eva E. Aldrich

40 International Perspectives on Fundraising 441
Sharilyn Hale

41 Resources for Strengthening Fundraising 453
Frances Huehls

Glossary of Fundraising Terms 463

References 479

Index 489

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Author Information

Eugene R. Tempel is president of Indiana University Foundation and professor of philanthropic studies and of higher education at Indiana University. He is a nationally recognized expert in the study and practice of philanthropy and nonprofi t management, and his career includes more than two decades in higher education administration, fundraising, and teaching. For eleven of those years, he directed the Center on Philanthropy at Indiana University, a leading national resource for nonprofit education, research, training, and public service programs. Dr. Tempel is a member of several boards, past chair of the Indiana Commission on Community Service and Volunteerism, the first elected president of the Nonprofi t Academic Centers Council, and a member of Independent Sector's Expert Advisory Panel that created national guidelines for nonprofi t governance and ethical behavior. He is the author and coauthor of several works in the fi eld and has won numerous awards. He earned his bachelor's degree from St. Benedict College and his M.A. and Ed.D. from Indiana University. He also holds the Certifi ed Fund Raising Executive (CFRE) professional certifi cation from CFRE International.

Timothy L. Seiler is director of The Fund Raising School at the Center on Philanthropy at Indiana University and is also assistant professor of philanthropic studies at Indiana University. Dr. Seiler, an alumnus of The Fund Raising School, has been a faculty member since 1986 and its director since 1994. He was also involved with the establishment of the Center on Philanthropy through service  on the Policy Advisory Committee. He is an author and editor of fundraising publications and was editor-in-chief of the Excellence in Fund Raising Workbook Series and author of the workbook Developing Your Case for Support. Dr. Seiler serves the nonprofi t sector not only as a fundraiser, author, and teacher, but also as a board member and campaign committee member for several nonprofi ts and serves as a mentor to young professional fundraisers. He earned a B.A. degree in English from Saint Joseph's College, Rensselaer, Indiana, and M.A. and Ph.D. degrees in English from Indiana University. He also holds the Certifi ed Fund Raising Executive (CFRE) professional certifi cation from CFRE International.

Eva E. Aldrich is associate director of The Fund Raising School at the Center on Philanthropy at Indiana University, where her work centers on the development and revision of The Fund Raising School's curriculum. Prior to joining the Center on Philanthropy, she was a member of Johnson, Grossnickle and Associates, an institutional strategy and advancement consulting fi rm. Ms. Aldrich serves the fundraising profession as a member of CFRE International's Exam Committee and was a member of CFRE International's 2009 Job Analysis Task Force. In addition, she has taught fundraising professionals around the globe, conducting courses in Austria, China, India, and New Zealand. She earned her B.A. summa cum laude from Manchester College, North Manchester, Indiana, and her M.A. from Indiana University; she is currently pursuing a Ph.D. in philanthropic studies from Indiana University. She also holds the Certifi ed Fund Raising Executive (CFRE) professional certifi cation from CFRE International.

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