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A Blueprint for Fundraising u2013 the small charitiesu2019 guide to fundraising and fundraising regulation. Its 250 pages are designed to provide Charity Trustees, Charity Directors and Fundraisers with the practical know-how they need to implement and manage the kind of modern, full spectrum, organised fundraising programmes operated by the big charities. Please check these slides to get insights of all 14 chapters.
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Overview A quick overview of the activity called ‘Fundraising’. All fundraising can be reduced to a 3 part formula – the rule of LPP, where L stands for the List of prospects who might make a donation, P stands for the Proposition which can be communicated to the prospect and P stands for Price – the amount of money being requested. The chapter covers building a prospect list, creating compelling propositions for company, trust, wealthy and individual donors.
Chapter 1How Effective Fundraising works This chapter describes the difference between ‘just collecting money’ and proper, organized fundraising as described by Sy Seymour, one of the early pioneers of structured fundraising – the kind the big charities do so well nowadays.
Chapter 2Clearpatht: A fundraising optimisation system. This chapter provides an auditing system template that will help members identify weak links in their charity’s fundraising and opportunities for growth. Clearpath will help members create a stronger foundation for fundraising in the future.
Chapter 3Online Fundraising and Social Media. Email fundraising (including building an email supporter list) , Social Media fundraising, Digital Fundraising, Facebook fundraising and Google Adwords fundraising, Online fundraising are all covered. GDPR and Data Privacy compliance – electronic communications opt in, opt out, consent, are all spelled out.
Chapter 4Individual Giving: A strategy for Individual Giving. This chapter proposes a new strategy for Individual Giving that small charities can adopt with minimum investment. It is based on tried and tested methods and is working now here in the UK. It involves harnessing all levels and types of individual giving – cash gifts, regular commited gifts, major donors, legacy gifts, in memoriam gifts – into one, integrated annual campaign for unrestricted funds.
Chapter 5Individual Giving: fundraising for repeat cash gifts by sending polite letters asking for money. There was time before “Direct Mail” and “Direct Marketing” exploded in the charity world in the period 1980 – 2000. In those early days charities wrote simple, sincere, polite letters to prospective donors asking for help. This chapter describes how asking politely for money by letter still has a place in a sustainable fundraising programme. Charity creative, copywriting, design, planning and implementation are all covered, as are GDPR and all data privacy regulations. New donor acquisition and donor renewal and development are dealt with in detail as are door drops and face to face door to door and on street. One key role for this form of fundraising is generating core or unrestricted funding.
Chapter 6Individual Giving: Major Gifts There was time before “Direct Mail” and “Direct Marketing” exploded in the charity world in the period 1980 – 2000. In those early days charities wrote simple, sincere, polite letters to prospective donors asking for help. This chapter describes how asking politely for money by letter still has a place in a sustainable fundraising programme. Charity creative, copywriting, design, planning and implementation are all covered, as are GDPR and all data privacy regulations. New donor acquisition and donor renewal and development are dealt with in detail as are door drops and face to face door to door and on street. One key role for this form of fundraising is generating core or unrestricted funding.
Chapter 7Individual Giving: Fundraising for Capital projects How to apply the principles and methods for major gift fundraising to a specific campaign for a capital project – a new building, facility, capital equipment – are dealt with in this chapter.
Chapter 8Individual Giving: Legacy and In Memoriam Fundraising. For some donors, their strongest desire is to help in creating something of permanent value that will go on doing good long after the donor has died. This is their legacy in both the financial and figurative sense. Small charities can align themselves with this desire every bit as closely as the larger charities. All it takes is an organized, methodically applied, relationship-building system. The same applies to In Memoriam giving. How to set this up is all explained in detail in this chapter.
Chapter 9Fundraising from Grant Making Trusts. There are over 4000 bodies that exist solely to give away money generated from investments set up, often many years ago, for this purpose. How to apply to and land grants from such Grant Making Trusts is explained in this chapter. Especially important is a strong Case for Support and a template for a successful Case for Support is provided in this chapter.
Chapter 10Fundraising from Companies Companies, especially local ones, support charities in many different ways – gifts in kind, cash, sponsorship, secondment of staff, adoption of a project and more. All these are discussed and brought into a properly planned programme in this chapter. How to secure meetings with company funders, preparing for the meeting, conducting the meeting are all set out in detail.
Chapter 11Events and Community Fundraising With Community Fundraising there is no limit to the imagination. Some popular and ever-successful types of event are listed.
Chapter 12Fundraising Law and Regulation Laws that apply to specific types of fundraising are set out in the relevant chapter of Blueprint. Here we provide a Legal Compliance Checklist and set out the recently revised law on Data Privacy in the form of GDPR, the Data Protection Act 2018, Privacy and Electronic Communications Regulations and others.
Chapter 13Tax Efficient Giving This chapter sets out the present rules on Gift Aid and other forms of tax efficient giving.
Chapter 14Risk Assessment Though the requirement to carry out robust risk assessments applies specifically to Trustees, we think the law here applies to all fundraisers. Have the risks inherent to a fundraising initiative been assessed properly so that, for example, the charity’s reputation is not put at risk. The requirements relating to Risk Assessments are set out in this chapter.
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