Major Donors: Finding Big Gifts in Your Database and Online
Written by a sterling group of experts for their nonprofit peers, Major Donors: Finding Big Gifts in Your Database and Online supplies all types of nonprofit organizations with the best strategies for navigating the ever-changing world of fundraising on the Internet. Truly international in its examples, research, advice, and knowledge, this book is rich with avenues and ideas about approaching prospective givers--and generous with cross-cultural tips about conducting cultivation and solicitation in various countries.
"At last, a practical book that helps us move our thinking in the critical future area of major gift fundraising. As one of the oldest techniques in the fundraiser's armory, we have sat for too long using the same frameworks and techniques; this book offers new thinking, new insights, and new approaches that will help fundraisers harness the potential of the growing band of high-net-worth individuals within their country and internationally. This book is packed with up-to-the-minute, practical information that will enhance existing major gift programs as much as it will help beginners get their head around where to start."
--Tony Elischer, Managing Director, THINK Consulting Solutions
"Institutional advancement is a deeply personal process that requires in-depth understanding of our supporters, to the degree to which specific aspects of our own priorities reflect our donors' personal aspirations and interests. Prospect research is indispensable to this process and to identifying possible supporters from thousands of possible donors--it would have been impossible for the University of Toronto campaign to have succeeded in the absence of our investment in prospect research."
--Dr. Jon S. Dellandrea, Pro-Vice-Chancellor, Development and External Affairs, University of Oxford
"Major Donors offers some of the best advice from some of the world's leading prospect researchers, and it will help you to become a much better fundraiser. It is a great resource and an important part of any fundraising library. When you follow the advice in this book, you will raise much more money."
--Harvey McKinnon, President, Harvey McKinnon Associates author of Hidden Gold and How Today's Rich Give, and coauthor of the international bestseller The Power of Giving
Chapter 1. Prospecting for Major Gifts (Pamela Gignac and Ken Wyman).
Prospect Research: Background and Key Elements.
Prospect Researchers and Fundraisers Together.
Big Gifts and Major Gifts.
Research Techniques and Information Sources.
Where Do We Go from Here?
Chapter 2. Knowledge Management, Data Mining, and Prospect Screening (Jeff Gignac and Chris Carnie).
Introduction to Data Mining and Prospect Screening.
Chapter 3. Why Bill Gates May Not Be Your Best Prospect (Peter B. Wylie and David M. Lawson).
Three Important Concepts: Ability, Attachment, and Affinity.
How to Generate a List of High-Quality Prospects for Your Campaign.
Chapter 4. Prospect Research Policy, Privacy, and Ethics (Stephen Lee and Susan Mullin)
Policy, Ethics, and Prospect Research.
Ethical and Professional Practice Considerations.
Data Protection Regulation: The European Approach.
Notification and Registration.
Conformity with Data Protection Principles.
Data Protection Regulation: The North American Approach.
Applying Privacy Principles to Prospect Research.
The Role of Professional Associations and Intermediary Bodies.
Chapter 5. U.S. and Canadian Strategies (Pamela Gignac and Kristina Carlson).
A Tale of Perspectives.
Strategies for Research and Approach.
Prospect Research Strategies.
Case Study: Researching a Major Donor From Florida, From Canada.
Chapter 6. International Strategies—Europe and Asia (Chris Carnie and Sarah Boodleman Tenney).
Finding European Prospects.
Getting Over the Barriers.
Europe: A Valued Friend.
As For Asia.
Getting the Basics Right.
Specific Things to Know.
Getting Over Barriers.
Other Places to Look for Information.
Chapter 7. Your Web Site—What Does It Say to Major Donors? (Howard Lake).
The Trend Continues.
The Personal Approach.
Needs and Concerns of Major Donors.
Key Elements of Major Gift Fundraising Online.
Chapter 8. An Internet Strategy for Major Donor Fundraising (Anthony Powell).
Understanding the Fundamentals of Major Giving.
Collecting Information and Learning More about Prospects.
Sharing Information and Building Relationships.
Chapter 9. Using Gathered Information Effectively within Your Staff and Volunteer Teams (Nancy Johnson and Pamela Gignac).
Fundraising and Prospect Research Cycle.
Personal Intelligence Gathering (PIG).
Prospect Screening and Review.
The Importance of Information Relevant to Campaign Goals.
Other Ways to Keep Team Members Updated.
Lessons Learned Using Screening Companies in the United States.
Overall Pitfalls of Research.
Chapter 10. Moving from Prospect Identification to Making Friends for Life (Andrew Thomas and Ken Burnett).
Panning for Gold.
Moving from Desk Research to Solicitation.
Making New Friends.
Are You Ready to Ask?
Stewardship: Turning Donors into Friends for Life.
Chapter 11. Results Analysis and Performance Measurements (James M. Greenfield).
Fundraising Is an Investment Strategy.
Evaluating Prospect Research.
Criteria for Results.
Evaluating Research Used in Major Gifts and Campaigns.
Evaluating Donor Stewardship and Recognition.
Chapter 12. Challenges for Tomorrow (Chris Carnie).
Major Donors: Major Change.
Prospect Research: The Next Revolution.
APPENDIX A: The CSA Model Code for the Protection of Personal Information.
APPENDIX B: Data Mining and Prospect Screening Checklist.
APPENDIX C: Checklist for a Development Strategy.
APPENDIX D: Sample Contact Forms.
APPENDIX E: ePhilanthropy Code of Ethical Online Philanthropic Practices.
APPENDIX F: Potential Planning Measurements for Results.
APPENDIX G: Sample Job Description Text.
APPENDIX H: Data Grid for Estimating Giving Capacity.
APPENDIX I: Activity Reports.
APPENDIX J: Sample Contact Report.
APPENDIX K: Performance Criteria for Major Gift Staff.
APPENDIX L: Nine-Point Performance Index Analysis of Major Gift Solicitation.
APPENDIX M: Checklist for Major Gift Acknowledgment.
APPENDIX N: Prospect Research Online.
APPENDIX O: Donor Development and Prospect Research Recommended Additional Readings.
James M. Greenfield, ACFRE, FAHP, retired in February 2001, after completing forty years as a fundraising professional at five hospitals and three universities. He has written and edited eight books on fundraising management.
Pamela M. Gignac, Vice President, JMG Solutions Inc., has developed an extensive background in fundraising and prospect research in the areas of donor development, capital campaigns, and major gifts from individuals, companies, and foundations, as well as annual campaigns, and special events.
Christopher Carnie is the Chairman of The Factary Ltd (U.K.) and Managing Director of Factary Europe, specialists in providing tailor-made fundraising research for the not-for-profit sector.
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