The End of Fundraising: Raise More Money by Selling Your Impact
February 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.