[Review] Nonprofit Fundraising 101: A Practical Guide With Easy to Implement Ideas and Tips From Industry Experts
May 31, 2016
Fundraising expert and social entrepreneur Darian Rodriguez Heyman describes his latest book, Nonprofit Fundraising 101: A Practical Guide with Easy to Implement Ideas and Tips From Industry Experts, as "the first comprehensive, practical guide to all aspects of nonprofit fundraising" and a "yellow pages for social change." Perhaps, though the former seems a little more to the point.
As such, the book covers everything from the hiring and training of development staff and how to engage board members and volunteers (Part 1); to choosing the right databases to track donors and gauge your fundraising progress (Part 2); to maximizing gifts and grants from individual donors (Part 3), online platforms (Part 4), foundations (Part 5), and corporations (Part 6); to increasing earned income through social enterprise (Part 7). Short and full of practical advice, each chapter follows a consistent framework that includes the critical skills and competencies needed to succeed in that particular fundraising area, case studies and sidebar material, a list of dos and don'ts, and a resource list.
Although he has held leadership positions in both the private and public sectors, co-founded a number of companies that support nonprofits, and edited Nonprofit Management 101: A Complete and Practical Guide for Leaders and Professionals (2011), Heyman understands that he's not the only fundraising expert with something to offer. Indeed, every chapter of the book includes advice from experts with hands-on experience in a particular area of fundraising — whether individual giving, special events, corporate sponsorships, mobile giving, or government grants. And one of his main points is that nonprofits serve a vital function as a conduit between donors and social impact, with board members and volunteers playing a critical supporting role. Quoting Kay Sprinkel Grace, author of Beyond Fund Raising, he reminds his readers that "[p]eople don't give to you because you have needs. They give to you because you meet needs."
So, how should nonprofit fundraisers approach potential donors? According to Mal Warwick, direct mail is still a viable option for organizations with large donor lists and budgets of at least $1 million, while smaller grassroots organizations are better off focusing on online fundraising and building relationships with individual donors. For those organizations that use direct mail, the key to success is getting to know the top 5 percent of your donors. At the same time, Heyman cautions against focusing solely on large donations; the key to successful fundraising and securing major gifts is stewardship — regardless of gift amount. And one element of good stewardship is knowing what donors care about and what drives their giving, making a connection with those you are appealing to, and remembering "what matters to them — not just what feels critical to you or your organization."