The End of Fundraising: Raise More Money by Selling Your Impact
March 2011, Jossey-Bass
Simply put: Nonprofits have no leverage. No one has to make a donation. And since most donors have no direct stake in the organizations they support, they make donations out of the goodness of their hearts. If donors feel like writing a check, they will. If they don't, they won't.
The End of Fundraising turns fundraising on its head, teaching nonprofits how to stop begging for charity and start selling impact.
For the first time, nonprofits have economic power. We live in a new era where consumers, businesses, investors, employees, and service providers attach real economic value to social outcomes. An era where yesterday's "feel good" issues—education, the environment, health care, the arts, and animal rights—now have direct economic consequences and opportunities. Nonprofits now have leverage. To use this leverage, nonprofits must learn how to "sell" their impact to a new set of stakeholders.
Using his fifteen years of experience advising the world's leading nonprofits, foundations, and corporations, Jason Saul reveals the formula for how nonprofits transcend the paradigm of charitable fundraising and reach true financial sustainability. Specifically, this groundbreaking book offers nonprofit professionals a guide to
Understand the role of social change in our economy
Capture and communicate impact in simple, compelling terms
Identify the new market stakeholders that value nonprofit outcomes
Create powerful value propositions to increase leverage
Improve the success of a nonprofit's pitches to funders
The End of Fundraising includes the tools needed to effectively frame, market, and sell a nonprofit organization's impact, and contains step-by-step guidance for creating dynamic new opportunities with a variety of funders.
Introduction: The End of Fundraising as We Know It.
I Capturing Your Impact: From “What” to “So What?”
1 From Accountability to Value.
3 Creating a Product Called Impact.
II Marketing Your Impact: How to Connect Your Value to the Market.
4 New Market Stakeholders.
5 Not All Outcomes Are Created Equal.
6 Social Arbitrage: How to Increase Your Value.
III Selling Your Impact: Creating and Closing Deals in the Social Capital Market.
7 It's Not About You, It's About Them.
8 The Art of the Deal.
9 The Seven Immutable Laws of Selling Your Impact.
Conclusion: Implications of the Social Capital Market.
Epilogue: Frequently Asked Questions.
Jason Saul is one of the nation's leading experts on measuring social impact. He is the CEO of Mission Measurement, a social impact consulting firm, and serves on the faculty of Northwestern University's Kellogg School of Management. In 2010, Jason was recognized by Bloomberg Businessweek as one of America's most promising social entrepreneurs. He is the author of Social Innovation, Inc. from Jossey-Bass and Benchmarking for Nonprofits.
San Francisco, CA – Social impact has become a valuable economic commodity: people are willing to pay for it, sacrifice for it, invest in it and work for it. The phenomenon extends well beyond do-gooders and environmentalists to include mainstream consumer, investor’s corporations and governments. The good news in all this is that nonprofits can now transcend the world of philanthropy and become a legitimate, first class citizen in the mainstream economy!
THE END OF FUNDRAISING: Raise More Money by Selling Your Impact (Jossey-Bass; 978-0-470-59707-1; March 2011) by Jason Saul addresses both the question of why nonprofits must adapt to fundamental changes in the social good marketplace that are affecting their fundraising and stability, as well as how fundraisers can frame, marketing and sell their impact by demonstrating results. In the form of his innovative, tested method for raising more money – by framing and marketing a nonprofits results and performance outcomes, Saul offers fundraisers a competitive edge and fresh look at the intersection of evaluation, marketing and fundraising.
THE END OF FUNDRAISING will teach readers to:
- Understand the role of social change in our economy
- Learn how to engage stakeholders
- Define your impact by outcomes, not activities
- Determine which stakeholders value your outcomes the most
- Translate your work into high value outcomes
- Create powerful value propositions to increase your leverage
- Improve the success of your pitches to your funders
THE END OF FUNDRAISING is as inspiring as it is practical. It is aimed at nonprofits, grantmakers, corporate giving and CSR department, government agencies and academic institutions. It invites nonmarket and market players to push beyond what they can do with philanthropy – and to solve social problems by leveraging the engine of the economy.
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