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Great Fundraising Organizations
Why and How The World's Best Charities Excel at Raising Money
"A very simple idea morphed into a 10-year program of research, the most exciting scientific project I have ever been involved with and the generation of literally billions of dollars for nonprofits around the globe." "Unrestricted income means sustainability, independence and innovation for any INGO. At Lutheran World Relief, we have practically doubled our unrestricted revenue in five years since implementing the Great Fundraising programme that this book lays out so clearly. We now have an organisation which is united behind our vibrant fundraising culture." "There are many good ideas but there are a few great ideas. The challenge is to know the difference. And with fundraising, it is Great Fundraising that propels your organisation towards enabling the great ideas to happen. The Royal Flying Doctor Service of Australia is a great organisation with great services underpinned by great fundraising thanks to the principles and practices in this book. We at RFDS have grown our service capacity exponentially by placing the “business of fundraising” at the core of organizational survival and growth. There is no mission if there is no money, and this book enables the board and staff to achieve the ambitions every organization has for the people it serves.: "Great Fundraising Organizations provides the key missing piece to achieving practical, sustainable, fundraising growth in the real world. By taking a deep dive into what makes an entire organization effective, it represents an important milestone in fundraising research. These proven strategies can transform your organization as they have done for so many others around the world." "This book is magnificent. It’s the book the charity sector needs right now! It needs to be seen by every staff member, board member…and donor! Anyone interested in working for or giving to a charity should read this – a wonderful insight into how charities do, and should, work. Early career fundraisers will get a blueprint for success. Senior, experienced fundraisers will feel seen and validated. And everyone will feel empowered, inspired and energised for success!" "What I love most about this great book is that it isn’t only about theory, it’s all about practice. Alan Clayton knows how to achieve great fundraising results because he’s done it, over and over again. Great Fundraising Organizations defines the essential ingredients, shows how to assemble them, then guides us through the process that makes the dream a reality. The result is Utopian fundraising success." "Alan is my favourite fundraising expert and this book will make him one of yours as well! His hard-won vast knowledge and world-wide experience is passed onto you to help change the basic way you think about people, organizations and creating world beating fundraising ideas, processes and results. Make no mistake he will change the way you see the world!" "We really truly believe we will beat macular disease now because of being a Great Fundraising organisation, and those with macular disease believe it too. Macular Society was an early adopter of the practice detailed in this book and we have seen tremendous growth as a result." "I want to thank Alan for his new book that gives us the opportunity to understand how to be better fundraisers and achieve extraordinary results for our causes. This is in part because I felt a great identification with its purpose as it has taken me years of practice and reflection to understand the logic behind exponential growth and Alan is committed to explaining the keys to great fundraising. If someone is looking for the right path in a fundraising strategy, I would definitely recommend this book." "It was largely as a result of this methodology and thinking that we raised committed funding at UNICEF India from US$5m to US$65m in just 5 years."
—Professor Adrian Sargeant, Institute for Sustainable Philanthropy
"Being part of this journey has been a privilege - I wholeheartedly endorse Great Fundraising the book, the training and the people at Revolutionise International Ltd . This has underpinned my approach to building teams, engaging donors and influencing my organisations to achieve growth every year for the last 10 years."
—Jayne George, Director of Fundraising, Marketing and Media, the RNLI, UK
—David Fuerst, Vice President for External Relations, Lutheran World Relief, USA
—Scott Chapman, CEO, Royal Flying Doctors Service, Australia
—Russell N. James III, J.D., Ph.D., CFP®, Professor & CH Foundation Chair in Personal Financial Planning & Director of Graduate Studies in Charitable Planning atTexas Tech University
—Alex Hyde-Smith, Chief Marketing Officer, Alzheimer’s Society, UK
—Ken Burnett, author, Relationship Fundraising and other books.
—Pat Dade, Founder Director, Cultural Dynamics Strategy and Marketing Ltd.
—Emma Malcolm, Director of Fundraising & Marketing, Macular Society
—Martín Giménez Rébora, Gerente de Movilización de Recursos, UNICEF Argentina
—Richard Beighton, Chief of Resource Mobilisation and Partnerships, UNICEF India
Alan Clayton (Author)
9781394278251, Wiley
Hardback, published 29 January 2025
288 pages
23.4 x 16 x 2.8 cm, 0.544 kg
Unlock new growth opportunities by transforming your organization's approach to fundraising In Great Fundraising Organizations, renowned nonprofit consultant Alan Clayton delivers a proven blueprint for charities and non-profits worldwide to scale their fundraising efforts and their effectiveness. Based on data gathered over twenty years of work with more than 500 organizations including Unicef and WWF, this book explains exactly what works and why, revealing to readers the rigorously researched mindsets, strategies, and practices in use by Great Fundraising Organizations (GFOs)—rare organizations that have the ability to unlock the fundraising revenue they need to meet or exceed performance and mission goals. Accessible, confident, and infused with Clayton's signature style of observational humor, this book delivers everything readers need to fundraise more effectively with certainty, clarity, and confidence. Some of the ideas explored by Clayton include: Great Fundraising Organizations earns a well-deserved spot on the bookshelves of nonprofit CEOs, directors of fundraising, board chairs and members, and all fundraising professionals seeking to apply tried-and-tested methods for fundraising success and growth to their organizations.
Foreword xiii Introduction: “How Can It Be So Hard to Save a Child?” 1 Learning from the Best 3 Research on the Great Fundraising Organizations 5 Discovering the Red Dot 7 Turning Intuition into Methodology 10 What You Can Expect from This Book 13 The Delight of Doing a Good Thing 15 Part I Triggering the Red Dot 19 1 Two Businesses, One Mission 21 Two Businesses 24 Three Conflicts 30 Cultural Conflict 30 Investment Conflict 33 Communications Conflict 35 Be the Best at Both 37 Respect and Dialogue 38 Education 39 A Shared Ambition 40 What Can You Do? 41 2 From Governance to Growth: The Trifecta 47 The Trifecta Is a Leadership Issue 53 Think Big Picture 55 Focus on Leading People 55 Live with Uncertainty 55 Shifting Mindsets: From Governance to Growth 56 3 Alignment Begins with the New Ambition 65 Cascading Effect 69 Communications Hierarchy 70 Purpose Versus New Ambition 72 “We Have a Problem. You Can Help Solve It.” 75 4 Not Any Ambition Will Do 83 Pragmatism to Idealism 86 Why, What, How 90 Differentiate Your Organization 91 Problem 91 Proposed Solution 91 Personality 92 Passion 92 Checklist for a Good Ambition 92 5 Investment and Ambition 101 Deciding Your Financial Aspiration 104 The Power of Long-Term Thinking 107 Understanding Investment 111 Types of Investments 113 Sources of Investment 114 Calculating Investment 115 6 Culture and Ambition 121 Why a Donor-Conscious Organization? 125 What Stops Great Fundraising? 127 Creating a Donor-Conscious Organization 128 Quality Management Systems: Building Blocks for Great Fundraising 128 Memetics 131 Part II Striving for Emotional Excellence 139 7 You Are in the Emotions Business 141 Prejudice Against Emotions 145 Truth Well-Told 147 The Science of Storytelling: Focus Your Emotion 149 Find Your Magic 151 8 Identifying Donor Needs 159 Identifying Versus Changing Needs 162 Why People Give 164 Healing 164 Happiness 165 Self-Esteem 165 Connection 166 Meaningful Life 166 Identifying Your Donors 167 Identifying Your Donor’s Needs 171 Psychographic Model 171 Biological Model 175 Identity Model 176 9 Meeting Donor Needs: Creating Great Fundraising Communications 183 Meeting Donor Needs 186 Exquisite Stories 190 Creating Great Fundraising Communications 195 Where Does Brand Fit In? 198 10 Financial Leadership 205 Understand Lifetime Value and Growth 208 Test to Make Ideas Work 210 Test 1: Will Anyone Give to Us? 211 Test 2: Improve Cost per Acquisition 212 Test 3: Look at All the Details 212 Test 4: How Do You Maximize Lifetime Value? 213 Be Proactive 214 Get on the Front Foot 215 Train Them on the Financials 215 Change How You Report Progress and Learnings 216 Help the Senior Leadership Team Manage Risk 217 Be Financially Astute 217 11 Leadership Decisions 221 Hierarchy of Purpose 224 Fear of Criticism 226 12 How to Get Going 233 Eight Steps to Success 238 Build Your Troupe 239 Train Your Leadership 239 Create a New Ambition 240 Embed the Culture 240 Data 241 Create an Investment Plan 241 Line Up and Go 241 Keep Going 242 Bonus: Do it all Again 242 Conclusion 249 Acknowledgments 255 Index 259
Subject Areas: Business & management [KJ]
