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
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