A NONPROFIT SURVIVAL KIT for HARD TIMES
‘This is a must-read for all of us in fundraising. Mal Warwick includes practical approaches for difficult economic times, from zero-based thinking about our programs to strategies for relating to our donors and making certain our fundraising programs are prepared to succeed not only now but when the economy recovers.’
–Eugene R. Tempel, president, Indiana University Foundation
‘Brilliant! No nonprofit organization can afford to ignore the insightful advice Mal Warwick offers in this concise and eminently readable book. It’s practical, down-to-earth, and addresses the complex, real-world challenges of raising money in tough times.’
–Ben Jealous, president, NAACP
‘Fundraising When Money Is Tight is an important book in a difficult time for all. This is the right book for anyone who is committed to advancing the public good.’
–Jane Wales, founder, Global Philanthropy Forum, and vice president, Aspen Institute
‘This is a must-read book by any fundraising manager. It’s timely, it’s a good read, and the moment I put it down I made sure my managers got focused, got real, and got with the project today.’
–Mark Astarita, director of fundraising, British Red Cross
สารบัญ
Preface–Who Should Read This Book xix
Acknowledgments xxi
About the Author xxv
Introduction–When Bad Things Happen to Good Causes xxxi
Part One Why You Really Ought to Make Changes in Your Fundraising Program 2
1 What History Teaches Us 5
2 A Proven Way to Anticipate the Future 17
3 Three Scenarios for Economic Recovery 27
4 Three Possible Fundraising Strategies 39
5 Identify a Winning Strategy 49
Part Two How You Can Face the Present More Calmly and the Future with Confidence 58
6 Reassess the Whole Ball of Wax: Fundraising, Marketing, Communications 61
7 Strengthen Your Case for Giving 75
8 Be Content with One in the Hand–Forget the Two That May Be in the Bush 85
9 Cut Costs with a Scalpel, not an Ax 101
10 Fish Where the Big Fish Are 119
11 Stay Close to Your Donors 131
12 Get Personal with Your Donors 147
13 Step Up Your Efforts Online 167
14 Break Down the Silos 179
15 Summary: Nine Practical Steps Toward Peace of Mind 189
Reading List 199
Index 207
เกี่ยวกับผู้แต่ง
Mal Warwick has been raising money professionally since 1979. He has written or edited 18 previous books including How to Write Successful Fundraising Letters, The Five Strategies for Fundraising Success, and Fundraising on the Internet. He teaches fundraising throughout the world. Find more information on Mal and his books at www.malwarwick.com and www.josseybass.com/go/warwick.
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