Cover image for The five strategies for fundraising success : a mission-based guide to achieving your goals
The five strategies for fundraising success : a mission-based guide to achieving your goals
Warwick, Mal.
Personal Author:
First edition.
Publication Information:
San Francisco : Jossey-Bass Publishers, [2000]

Physical Description:
xxiv, 293 pages ; 24 cm.
General Note:
Includes index.
Format :


Call Number
Material Type
Home Location
Item Holds
HV41.2 .W355 2000 Adult Non-Fiction Non-Fiction Area

On Order



In this practical and engaging guide, top fundraising consultant Mal Warwick introduces an entirely new and revolutionary approach to fundraising strategy and planning. He shows nonprofit organizations how to set fundraising goals based on mission and how to select, implement, and stay with the right strategies to meet those goals. His five fundamental fundraising strategies are Growth, Involvement, Visibility, Efficiency, and Stability (GIVES), all of which link directly to specific and appropriate fundraising goals. The decision as to which strategy to use springs from the organization's mission, and all fundraising activities are focused on fulfilling that mission.

Through real-world examples, Warwick shows readers how to choose a primary strategy that will drive both long-term fundraising planning and day-to-day fundraising activities. He then takes them step by step through the process of integrating the strategy into current operations, evaluating its progress, and sticking to the chosen strategy while facing the inevitable changes, obstacles, and setbacks that nonprofits encounter every day. He also provides self-tests to help readers determine which strategy and tactics will be most effective for their organizations. The Five Strategies for Fundraising Success ensures that organizations make informed, productive decisions about their futures.

Author Notes

Mal Warwick is a leading consultant, thinker, and practitioner in the field of fundraising. He is also the editor and publisher of the semimonthly newsletter, Successful Direct Mail and Telephone Fundraising.

Table of Contents

Introduction: How the Way You Raise Money Can Help You Achieve Your Missionp. xi
Acknowledgmentsp. xxi
The Authorp. xxiii
Part 1 Understanding the Five Strategies for Fundraising Success
1. Getting Acquainted with the Five Strategiesp. 3
2. Going for Growthp. 7
3. Enhancing Involvementp. 16
4. Increasing Visibilityp. 26
5. Fine-Tuning for Efficiencyp. 34
6. Ensuring Stabilityp. 43
Part 2 Choosing your Fundraising Strategy
7. Sorting Through the Contradictions and Subtleties of the Five Strategiesp. 53
8. Adapting the Strategies to Work in the Real Worldp. 64
9. Avoiding Common Pitfalls in Developing a Sound and Productive Strategyp. 77
Self-Assessment 1 What's the Right Strategy for Your Organization?
Part 3 Developing a Practical Plan to Pursue your Strategy
10. Getting a Fix on Your Organization's Vision and Goalsp. 91
11. Translating Vision and Goals into Fundraising Goalsp. 100
12. Turning Fundraising Goals into Achievable Objectivesp. 109
13. Understanding the Ten Most Common Fundraising Tacticsp. 120
14. Choosing the Right Tactics for Your Fundraising Strategyp. 129
Self-Assessment 2 Is Your Organization Ready for a Capital Campaign?
Self-Assessment 3 Do Special Events Make Sense for You?
Self-Assessment 4 Is Planned Giving Within Your Reach?
Self-Assessment 5 Should Your Organization Launch a Direct-Mail Campaign?
Self-Assessment 6 Is Telephone Fundraising Right for You?
Part 4 Evaluating your Success and Moving On
15. The Ten Benchmarks of Successful Fundraisingp. 183
16. Using Return on Investment to Focus on Resultsp. 212
17. Building Relationships: The Key to the Futurep. 240
Resource A Thinking Strategically About Fundraising Costsp. 249
Resource B How Much Does Ethics Cost?p. 273
Resource C How to Learn More About Strategic Approaches to Fundraisingp. 277
Indexp. 287