Donor Focused Strategies for Annual Giving
By Karla A. Williams; 287 pages; Aspen Publishers, 7201 McKinney Circle, Frederick, MA, 21704; (310) 698 7100
How do you design or alter an existing fundraising program to serve the needs of your individual donors? Donor Focused Strategies For Annual Giving combines traditionally successful fundraising practices with new approaches to present a process that is aimed at being more donor-sensitive. The book lays out the process in 11 steps. The steps are designed to help fundraisers identify their donors' needs, segment their donor base, select appropriate fund raising vehicles and improve the quality of their stewardship programs. The guide also integrates the donor-focused elements of marketing theory and summarizes the results from recent research on donor motivations. The text-book-style layout of book presents most of this information in graphs, charts and tables that can be quickly understood by the reader. Sections are also broken down into titled sub-sections that address questions readers may have and this enables them to cover sections quickly.
The innovative suggestions the book offers are meant to help fundraisers better assess their donors' needs, communicate specific needs to different donor segments and select the appropriate fundraising vehicle based on the donor's characteristics. Ways to improve stewardship programs and enhance the role of boards of directors are also covered. The suggestions and illustrations in the guide are based on William's 25 years of professional and volunteer experience in fundraising. Donor Focused Strategies For Annual Giving successfully reviews enduring fundraising principles while applying the latest elements in marketing theory to assist organizations in retaining and attracting donors.
Buy the book:
Canada: buy through Amazon.ca: CDN$67.95
International: buy through Amazon.com: USD$51.95
