Hartsook Institutes Text

Fundraising Principles and Practices by Adrian Sargeant and Jen Shang and Associates (Jossey-Bass, 2010) is the fundamental text for the Hartsook Institutes program. It outlines the values and standards of the program and approach.

Three members of Hartsook Companies’ are chapter authors: Matthew J. Beem, MPA, Karin L. Cox, MFA and Bob Hartsook, J.D., EdD. This textbook is the first pedagogically-sound fundraising textbook.

Fundraising Principles and Practices by Adrian Sargeant and Jen Shang and Associates

Table of Contents

Part 1: Introduction To Fundraising and Donor Behavior

Chapter 1: Introduction to the Nonprofit Sector
Objectives
A Third Sector
A Tax based Definition
A Structural-Operational Definition
Size and Economic Significance of the Nonprofit Sector
Sources of Income
Philanthropic Income
Summary

Chapter 2: The Development of a Profession
Eugene R Tempel and Sarah K Nathan.
Introduction
Early American Fundraising
The Great Philanthropists
Key Historical Figures
Towards A Profession
Specialization in Category of Activity
Specialization in Fundraising Occupations
Specialization in Professional Associations
Looking to the Future
Knowledge Generation<
Knowledge Dissemination
Knowledge Based Education
Summary

Chapter 3: Ethical Fundraising
Objectives
Introduction
Obedience to the Unenforceable
The AFP Code of Ethics
The Donor Bill of Rights
Common Ethical Dilemmas
Remuneration
Donor Information
Donor Relationships
Acceptance of Gifts
The Costs of Fundraising
Tainted Money
Adopting Professional Codes
Conclusions

Chapter 4: Individual Giving Behavior
Objectives
Introduction
Who Gives?
Motivation
Self Interest Versus Motivation
Emotions As Motives
The Role of Empathy
The Role of Values
Definitions of Donor Behavior
Modeling Donor Behavior
Attention
Perception
Emotion
Knowledge
Knowledge Content
Knowledge Structure
Attitudes
Expectancy Value Model
Appraisal Based Model
Means End Chain Theory
Changing Attitudes
Donor Decision Making
Evaluation of Utility
Mental Accounting
Feedback
Alternative Models
Summary

Chapter 5: Social Influences on Giving
Objectives
Introduction
A Social Giving Model
Societal Environment
Social Environment
Social Influence
Social Networks
Social Identity
Summary

Part 2: Fundraising Planning

Chapter 6: Fundraising Planning: The Fundraising Audit
Objectives
Introduction
A Planning Framework
The Fundraising Audit
Macro Factors
Analysis of Competitors
Potential Collaborators
Market Factors
Internal Environment
Analytical Tools
Product Life Cycle
Portfolio Analysis
Drawbacks of Portfolio Models
Fundraising Metrics
Conducting An Audit in a Small Nonprofit
The SWOT Analysis
Summary

Chapter 7: Fundraising Planning
Objectives
Introduction
Setting Fundraising Objectives
Key Strategies
Overall Direction
Market Segmentation: Segmenting Individual Donor Markets
Geographic Location
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation
Segmenting Business markets
Targeting
Positioning Strategy
Branding
Case for Support
Tactical Plans
Budgets
Scheduling
Monitoring and Control
Selection of an Appropriate Planning Framework
Summary

Chapter 8: The Case For Support
Timothy L Seiler and Eva E. Aldrich
Objectives
Introduction
Preparing The Case
Case Expressions
Effective Case Expressions For Fundraising
Summary

Chapter 9: Assessing Fundraising Performance
Objectives
Introduction
Aggregate Fundraising Ratios
The FACE Ratio
Cost Per Dollar Raised
Conducting A Fundraising ROI Analysis
Other Measures of Performance
Benchmarking Fundraising Costs
Sector Benchmarking Initiatives
The Fundraising Effectiveness Project
Target Analytics
Taking Investment Decisions
Calculating ROI
Payback Period
Discounted Cash Flow: Net Present Value (NPV)
Discounted Cash Flow and Relevant Costs
Profitability Index
Real Rate and the Money (Nominal) Rate of Return
Accounting for Risk
Making The Case for Investment
Conclusions

Part 3: Fundraising Methods

Chapter 10: Direct Response Fundraising
Objectives
Introduction
Cornerstones of Direct Response
Acquisition Planning
> Setting Recruitment Objectives
Segmentation
Profiling
Targeting
Media Selection and Planning
Direct Mail
List Swaps (Reciprocals)
Unaddressed Mail
Press and Magazine Advertising
Free Standing Inserts
Direct Dialogue
Telephone Fundraising or Telefundraising
Direct Response Television
Radio
Billboards
Integrated Campaigns
The Nature of the Fundraising Message
The Case for Support
Writing Fundraising Copy
Illustration, Typeface and Design
Fulfillment
Budgeting, Control and Evaluation
Testing
Control
Reporting and Evaluation
Summary

Chapter 11 Fundraising Online: Techniques and Tools
Ted Hart and Adrian Sargeant
Objectives
Introduction
EPhilanthropy
Website Strategy
Fundraising Online
Search Engine Marketing
Online Public Relations
Online Partnerships
Interactive Advertising
Opt-In Email
Viral Marketing
Integrating Offline Media
Fundraising Portals
Donation Collection
Online Communication Metrics
Open Rates
Click-Through Rates
Response of Conversion Rates
Unsubscribe Rate
Conclusions

Chapter 12: Donor Retention and Development
Objectives
Introduction
What Is Loyalty
Recruiting The Right People
Building Donor Loyaty
Donor Satisfaction
Donor Commitment
Planning for Retention
Relationship Fundraising
Calculating Donor Value
Donor Lifetime Value
Calculating the LTV of Individual Donors
The Benefits of LTV Analysis
Recency/Frequency/Value Analysis (RFV)
Segmenting For Growth
Major Donors
High Value Donors
Sustained or Regular Givers
Low Value Donors
Lapsed Donors
Loyalty Metrics
Summary

Chapter 13: Major Gift Fundraising
Robert F. Hartsook and Adrian Sargeant
Objectives
Introduction
Characteristics of Major Donors
Motives of Major Donors
Major Donor Recruitment
Identification
Qualification
Develop Initial Strategy
Cultivation
Evaluate and Determine Final Strategy
Assign
Solicitation
Follow Through and Acknowledge
Stewardship
Renew
Conclusions

Chapter 14: Bequest, In Memoriam and Tribute Giving
Objectives
Introduction
Will Making
Charitable Bequest Giving
Motives for Charitable Bequest Giving
General Motives
Bequest Specific Motives
Soliciting Bequests
Talking The Language of Bequest
Memorial and Tribute Fundraising
Memorial Giving
Tribute Funds
Summary

Chapter 15: Planned Giving
Matthew J. Beem and Adrian Sargeant
Objectives
Introduction
Planned Giving Vehicles
Bequests
Revocable Trusts
Charitable Gift Annuities
Deferred Payment Gift Annuities
Pooled Income Funds
Charitable Remainder Trust (CRT)
Retained Life Interest / Life Estate Gifts
Life Insurance Gifts
Bargain Sales
Donor Motivation
Soliciting Planned Gifts
Making A Face-To-Face Solicitation
Planned Gift Donor Stewardship
Planned Gift Donor Appreciation
Managing The Planned Giving Function
Summary

Chapter 16: Corporate Giving and Fundraising
Dwight F Burlingame and Adrian Sargeant
Objectives
Introduction
History
Why Do Corporations Give?
Forms of Business Support
Cash Donations
Donations of Stocks and Shares
Publicity
Gifts of Products/Services – Also Known As Gifts in Kind
Staff Time
Sponsorship
Employee Fundraising
Cause Related Marketing
Who To Ask?
Selecting The Right Organization
The Concept of Fit
The Benefits and Pitfalls
Fundraising Planning
Objectives
Prospect Research
Case for Support
The Ethical Check
The Approach
Relationship Management
Assessment of Outcomes
Feedback
Summary

Chapter 17: Grant Fundraising
Objectives
Introduction
Definitions and Categories
Private Foundations
Public Foundations
Foundation Funding Trends
Preparation and Planning
Foundation Research
The Foundation Center
Other Information Sources
Prioritizing Effort
Initial Contact
The Application/ Proposal
Building Relationships
The Grant Cycle
Why Applications Fail
International Funding
Summary

Part 4: Fundraising and Civil Society

Chapter 18: Managing Fundraising Volunteers
Walter Wymer and Adrian Sargeant
Objectives
Introduction
Formal Versus Informal Volunteering
Voluntee Recruitment
Developing A Job Description
Identifying Prospects
Recruitment Communications
Screening and Orientation
Induction
Retention Strategies
Placement, Training and Orientation
Quality Supervision
Managing Staff-Volunteer Interaction
Recognition Programmes
Performance Evaluation or Appraisal
Exit Polling
Programme Evaluation
Summary

Chapter 19: Events Fundraising
Karin Cox
Objectives
Introduction
A Typology of Events
Fundraising Events
Fundraising Event Illustrations
The Identification Event
Identification Event Illustrations
Education and Cultivation Events
Education Event Illustrations
The Recognition Event
Recognition Event Illustrations
Anatomy of an Event
Evaluating Fundraising Events
Summary

Chapter 20: Women and Philanthropy
Debra J Mesch and Andrea Pactor
Objectives
Introduction
Capacity for Giving
Barriers To Womens’ Giving
Gender Matters
Womens’ Influence in Decision Making
Generational Differences
New Models of Engagement
Women’s Funds
Giving Circles
Leadership Councils
Value of Donor Education
Women As Donors – The Fundraising Strategy
Measuring Impact
Summary

Chapter 21: Public Trust and Confidence
Objectives
Introduction
Public Trust and Confidence
Building Trust in the Sector
Lessons From Across the Pond
Growing Confidence in the Nonprofit Sector
The Regulation of Fundraising
The Role of Watchdog Groups
Building Trust in Organizations
Building Confidence in the Organization
Principles of Good Compliant Handling
Conclusions

Chapter 22: The Social Role of Fundraising
Richard B. Gunderman
Objectives
Introduction
Role of Giving
Misers
The Generous
Human Flourishing
The Long view
Priorities
Fundraisers’ Dreams
Summary

The Hartsook Institutes for Fundraising was founded in 2009 by Bob Hartsook. It serves as a voice and vehicle for a knowledge and research-based approach to fundraising education. The approach was pioneered by the Hartsook Chair in Fundraising at Indiana University Adrian Sargeant, and the applications of that and other research into fundraising by Bob Hartsook and Hartsook Companies, Inc.