Cover image for Fund raising : evaluating and managing the fund development process
Fund raising : evaluating and managing the fund development process
Greenfield, James M., 1936-
Personal Author:
Second edition.
Publication Information:
New York : Wiley, [1999]

Physical Description:
xix, 428 pages : illustrations ; 24 cm.
Format :


Call Number
Material Type
Home Location
Item Holds
HG177 .G76 1999 Adult Non-Fiction Non-Fiction Area
HG177 .G76 1999 Adult Non-Fiction Central Closed Stacks-Non circulating

On Order



"Proper application of the fund development process can define anorganization's potential for public support and the direct means toachieve it, and can realize, even predict with reliability, theincome an organization can and should expect at any moment intime."--James M. Greenfield.

As the driving force behind every not-for-profit, fund raising is akey to an organization's success in fulfilling its mission.However, while it's important to develop the skills needed to raisemoney, it's equally important to know how to allocate it properlyin order to meet your goals. Now revised and expanded, thispractical resource provides an accessible game plan for not onlyraising funds, but also developing them effectively for increasedproductivity and profitability.

Written by James M. Greenfield, a leading authority in the field,Fund Raising takes you step-by-step through the entire funddevelopment process, from planning and marketing to communityrelations and donor management. Beginning with an examination ofphilanthropic history and perspective, it goes on to describe theindividual elements of the development process, as well as theorganizational requirements needed for the process to work. Withdetail and clarity, Greenfield covers such essential bases as theevaluation of program effectiveness, policies and procedures forpublic solicitation, the fund raising environmental audit, matchinggift programs, donor recognition, special projects campaigns, andmuch more. Threaded throughout the book is the theme of "friendraising and relationship building," both vital components ofincreasing capability and capacity to address the needs of today,with an eye toward those of tomorrow.

Along with an added, in-depth discussion of ethics, the SecondEdition introduces new best practices that have developed over thepast few years, and features updated data, useful worksheets, suchas economic statistics, demographics, and reports from the AmericanAssociation of Fund-Raising Council. Packed with numerous examples,case studies, and checklists, this exhaustive resource is essentialreading for anyone looking to achieve--and maintain--fund-raisingsuccess.

"There is the current need for a better understanding of how thefund development process can best be utilized and improved so thatcommunity benefits can be realized with adequate funding. This bookis intended to be a contribution to that end." --from thePreface

Now revised and expanded, this practical resource takes you throughthe entire fund development process, giving you the master plannecessary for realizing the full fund-raising potential of yournonprofit organization. Covering everything from accountability andstewardship to public solicitation and donor relations, the SecondEdition has been updated to include the latest economic figures,demographics, and reports from the American Association ofFund-Raising Council, as well as an added, in-depth discussion ofethics, worksheets for performance analysis, and new best practicesthat have developed over the past few years.

Jacket Design: Andrew Liefer

Author Notes

JAMES M. GREENFIELD is a veteran fund raiser with more than 35 years of experience as a development officer at three universities and five hospitals. He has served as the National Society of Fund Raising Executives' chapter officer and national board member, and is currently involved in the organization's Research Council and the NSFRE Foundation Board. He is Senior Vice President of Development and Community Relations at Hoag Memorial Hospital Presbyterian in Newport Beach, California, and is the author of Fund-Raising Fundamentals, Fund-Raising Cost Effectiveness, and The Nonprofit Handbook: Fund-Raising, all published by Wiley.

Table of Contents

List of Exhibitsp. ix
Forewordp. xiii
Preface to the Second Editionp. xv
Acknowledgmentsp. xix
1 Giving Money to Charity: An American Traditionp. 1
Communities in Need: Return of Civil Societyp. 2
Understanding Philanthropy: Needs and Causesp. 4
Institutional Leadership and Professionalismp. 9
The Donor: From Aspirations to Instinctive Replyp. 12
The Solicitor: A Job to Be Done Wellp. 18
Understanding the "Development Process"p. 24
Accountability, Ethics, and Stewardshipp. 29
Donor Recognitionp. 31
2 Readiness Testsp. 32
Legal Organization and Tax-Exempt Statusp. 33
Popular Myths About Not-for-Profit Organizationsp. 44
Why Planning Is Importantp. 45
Leadership from the Board of Directorsp. 47
Missionp. 49
The Institution Master Planp. 51
The Fund-Raising Environmental Auditp. 63
Fund-Raising Productivity Analysisp. 76
Evaluating Fund-Raising Program Effectivenessp. 78
Budgeting and Accounting for Fund-Raising Successp. 86
Policies and Procedures for Public Solicitationp. 89
Stewardshipp. 96
3 Pyramids Are Built from the Bottom Upp. 98
The Annual Giving Phenomenon: A Necessity and an Opportunityp. 98
Using the Mails to Acquire and Retain Donorsp. 113
Telephone Solicitationp. 124
The Age of Visual Mediap. 126
Special Events and Benefitsp. 130
Support Group Organizations: "Friend Raising"p. 139
Donor Clubs and Associationsp. 145
The Volunteer Personal Solicitation Campaign: The "Committee of Askers"p. 150
Other Annual Giving Methodsp. 164
How to Report and Explain the Results of Annual Givingp. 176
Leadership Development: Involvement Plus Participationp. 183
Where Does Estate Planning Fit in Annual Giving?p. 189
Recognition Guidelines for Annual Donorsp. 191
Annual Giving: A Perspectivep. 195
4 The Middle Tier: Gifts from Institutionsp. 197
Foundations' Purpose: To Give Money Awayp. 202
Researching Foundationsp. 209
Proposals: Preparation and Deliveryp. 211
Corporationsp. 217
What Not-for-Profit Organizations Should Know About Corporationsp. 224
Corporate Proposals: Preparation and Deliveryp. 228
Cause-Related Marketingp. 233
Matching Gift Programsp. 238
Associations, Clubs, Societies, and Other Organizationsp. 240
Institutional Donor Relationsp. 241
5 The Final Tier: Investment Decisionsp. 243
Gift Planning: The Development of Benefactorsp. 245
The Role of the Special Projects Campaignp. 273
The Major Capital Campaignp. 277
Exit Gifts: Estate Planning and Planned Givingp. 297
Donor Recognition: The Enhanced Versionp. 309
6 Management of the Fund Development Processp. 312
Why Do People Become Fund Raisers?p. 314
Planning a Career by Changing Jobsp. 316
Management of Fund Development Office Operationsp. 330
Related Organizations: More Than Raising Moneyp. 343
The Future: Full of Challengesp. 348
Measuring Successp. 375
The Last Word Is Still Recognitionp. 376
Appendix A A Manual of Fund Development Policy and Procedure for Not-for-Profit Organizationsp. 381
Appendix B Reality Tests for Cause-Related Marketingp. 408
Selected Referencesp. 411
Indexp. 421