The Complete Guide to Fund-Raising Management

Citation

Cassell, K.A. and Mercado, M.I. (1999), "The Complete Guide to Fund-Raising Management", The Bottom Line, Vol. 12 No. 4. https://doi.org/10.1108/bl.1999.17012dae.003

The Complete Guide to Fund-Raising Management

The Complete Guide to Fund-Raising Management

Stanley WeinsteinJohn Wiley & Sons, Inc.New York, NY1999

Keywords: Grants, Fund-raising, Non-profit organizations

Again, we have a book with a useful practical orientation for those faced with the competitive world of fund raising for non-profit organizations. Non-profit organizations face a variety of challenges. Many face reductions in government spending, the dying out of traditional or older funders who change their priorities or who pass on without providing for the not for profit's future.

Making matters worse, all of this is happening simultaneously and at a time when demand for services is climbing. This book provides a user-friendly, practical roadmap for fundraising success in a highly competitive philanthropic environment. The underlying driving thought of the author is that mastery of fund-raising principles dictates that development professionals learn and practise the art of relationship building, board development and strategic planning. At the same time, they must enhance their fund-raising skills. However, this book is also about strategic management, i.e. the art of managing moves and approaches designed to produce successful performance. Weinstein points out that resource development programs succeed when the fund-raising action plans are made in a manner consistent with the organization's mission, values and long term objectives.

Non-profits, which monitor their environment, are better prepared to respond effectively to the challenges and opportunities that arise spontaneously. It is imperative that non-profit organizations be nimble enough to respond to opportunities that come with little advanced notice. For example, opportunities, which provide an organization with a chance to purchase property, needed to enhance the organization's mission, a matching grant with a pressing deadline, a potential donor's expression of interest in your cause. How a non-profit responds to this changing environment is called their "strategy." Yet of equal importance is the non-profit's ability to respond to changing conditions and act accordingly. There must be a realistic assessment of what strategies are needed to prepare for the future.

This is a how-to book tailored specifically to the needs of professional and volunteer fund-raisers. It moves beyond philosophical musings to address the day to day problems facing non-profits. In his discussions, Weinstein gives the reader an understanding of fundraising principles and practices. In dealing with the fundamentals that lead to fund-raising success, he tells us how to raise funds with the most cost-effective strategies. Weinstein also has a very perceptive discussion of how to craft a comprehensive approach that can dramatically increase contributed income. He also provides strong advice concerning what is needed to bolster non-profit organizations and ensure that the non-profit is worthy of support. To this end he suggests strategies for effective board development, institutional advancement, strategic planning and volunteer involvement. Valuable information concerning the development of time lines is discussed, as well as the chronological steps needed to establish and strengthen the organization's fund-raising program.

What Weinstein does is teach chief executive officers, development staff, board leaders, community activists and volunteers how to oversee a comprehensive resource development program which focuses on strategic planning, self assessment and continual improvement. This book provides straightforward guidelines and step by step instructions, which stress high payoffs and cost-effective fund-raising strategies. We recommend this book because it is chock full of all the essentials necessary for fund-raising management. For those with the enormous task of fund-raising for non-profits, this book should have a permanent place on your desk.

Kay Ann Cassell is Associate Director, Programs and Services, for the New York Public Library's Branch Libraries.

Marina I. Mercado is Adjunct Faculty member, Mercy College, New York, and a consultant in international business.