Dr. Judith Nichols weaves demographics/psychographics and fund raising together, revealing the crucial connections between background and strategy. This completely revised and greatly expanded work outlines an underlying philosophy for fund raising in the new millennium, and provides up-to-the-minute advice for finding today's affluent prospects.
Inhaltsverzeichnis
Understanding why we need a new approach to fund raising; why you should focus on major gift giving; why nine out of every ten major donor prospects should be individuals; America's rich - a reality check; turning to affluence - meet today's and tomorrow's donors; the five generations you'll work with; an increasingly diverse pool of donors and prospects; understanding the changing attitudes - finding affluent prospects demographically and psychographically; pinpointing affluence geographically; pinpointing affluence by age; pinpointing affluent households; pinpointing affluent women; pinpointing affluence by cultural diversity; pinpointing affluence in corporate America; pinpointing affluent professionals and the self-employed; pinpointing affluent small business owners; pinpointing affluent entrepreneurs; pinpointing affluence by hobbies and interests - fund raising strategies that make sense; raising more money - overall assumptions; focusing on renewal and upgrading versus acquisition; focusing on planned giving instead of current giving - creating donor and prospect involvement; using face-to-face cultivation; encouraging volunteerism; asking effectively through direct marketing methodologies.
