Overview

The philanthropic landscape is dramatically changing, aided by the ever-fast-growing world of social media. New development officers will have a good grasp of the technology but may lack the techniques and the experience. Seasoned development officers may need to change their way of thinking and the tools used to cope better with the technological advances and the changing demographic profile of today's donor. Whether you are a new or seasoned development officer, you need the practical advice and guidance packed into The New Donor: Gearing Up for the New Wave of Donors by Margaret Guellich, CFRE and Linda Lysakowski, ACFRE. As the authors explain, new donors are not necessarily the ones who just came onto your file. Think of them more in terms of how you communicate with them. This book is meant to help you discover who your new donors really are, what they are looking for, and what needs they want to fulfill. Once you learn that, you'll need to know what to say and how to say it to them. Today's donors still want the facts, seek credibility, and listen to your stories. But they want it on their terms, in their language, and right away. And they have different passions. They've grown up in radically different environments. And they respond when their needs are met. What some of the experts say about this book: Understanding the complex world of major gift fundraising is critical to the success of any development program, and this book provides the reader with tremendous tips and insights into developing a successful major gift program. --Paulette V. Maehara, CFRE, CAE Retired President & CEO, Association of Fundraising Professionals (AFP) This insightful book captures the vital signs of a dramatic shift in the philanthropic marketplace. Successful nonprofits will raise more money following this path toward a more diverse and engaged donor population. --Ted Hart, ACFRE CEO, Charities Aid Foundation of America When two fundraising pros get together to write a book, you have nothing but the best in accuracy, knowledge and advice. The New Donor is an easy read, and you'll find yourself nodding your head in agreement with the concepts and words of wisdom in every chapter. --John Kehoe, President Trinity Direct Table of Contents Chapter One: What Changed? Chapter Two: Who Was Added? Chapter Three: How Can You Appeal to All of Them? Chapter Four: What Smart Donors Want--Can You Deliver It? Chapter Five: Reaching Your Donor's Passion Chapter Six: Communicating with Your New Donor Chapter Seven: How Do You Inform Your Donors? Chapter Eight: What We Say and How We Say It Chapter Nine: How Do You Learn Who Wants What? Chapter Ten: If You've Got the Money, Honey, I've Got the Time Chapter Eleven: Laying the Groundwork for Securing Major Gifts from Your New Donor Chapter Twelve: Who Should Approach the New Donor Chapter Thirteen: What the New Donors Are Saying Chapter Fourteen: Lessons of the Heart Appendix A: Sample Solicitation Letter Appendix B: Sample Email Solicitation Appendix C: Sample Thank-You Letter Appendix D: Benchmarking Tools Appendix E: Sample Contact Form

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9781941050422

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Margaret Guellich, CFRE has over thirty-five years of fundraising experience. Currently, she is president of MAGs Consulting for Nonprofits, where she focuses on direct response, planning, results analysis, and copywriting. Previously, Margaret headed Catholic Relief Services' direct response program, managing more than $55 million annually. Through her leadership and fundraising skills, Margaret led Catholic Relief Services to its selection as Nonprofit of the Year by the Direct Marketing Association. She was selected Fund Raising Executive of the Year 2000 for Greater Washington DC Chapter of AFP and was named the Women's Direct Response Group's 2000 Woman of the Year. In 2001, she was selected as one of the twelve Most Powerful Women in Direct Marketing by The NonProfit Times. Before earning her MBA from Drexel University with a focus in organizational behavior, Margaret received her BBA from the College of Insurance. These successful learning experiences launched her own teaching career as adjunct faculty for Gwynedd Mercy College, George Washington University, and Notre Dame College. Margaret is an internationally known conference speaker presenting for organizations like the National Catholic Development Conference, Catholic Charities USA, the Association of Fundraising Professionals, and the Direct Marketing Association. Linda Lysakowski, ACFRE is one of approximately one hundred professionals worldwide to hold the Advanced Certified Fundraising Executive designation. Linda has managed capital campaigns that have raised more than $50 million, helped hundreds of nonprofit organizations achieve their development goals, and trained more than thirty thousand development professionals in Canada, Mexico, Egypt, Bermuda, and most of the fifty states in the United States. Linda is a graduate of Alvernia University and AFP's Faculty Training Academy. She is the author of Recruiting and Training Fundraising Volunteers, The Development Plan, Fundraising as a Career, What, Are You Crazy?, Capital Campaigns: Everything You NEED to Know, Are You Ready for a Capital Campaign workbook, Raise More Money from Your Business Community, Raise More Money from Your Business Community-The Workbook, and Fundraising for the GENIUS. She is also a contributing author to The Fundraising Feasibility Study-It's Not About the Money and YOU and Your Nonprofit Board, a co-editor of YOU and Your Nonprofit and The Nonprofit Consulting Handbook, and co-author of The Essential Nonprofit Fundraising Handbook, The Leaky Bucket: What's Wrong With Your Fundraising... And How You Can Fix It, Nonprofit Strategic Planning, and Quick Guide to Developing Your Case for Support.

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