Coming March 2011 from Jossey-Bass
Why does it cost nonprofits $20 to raise $100, when it only costs companies $4?
The answer is that we may be raising money from the wrong people. Most nonprofits today are focused on ”psychic” donors – those who have no direct stake in our work and derive no direct benefits, other than the “warm glow” of philanthropy. The problem is that we have no leverage. As a result, it is very hard to raise money. If donors feel like supporting us, they will. If they don’t, they won’t. For nonprofits, it’s a tough way to live…
But today, we have a choice. We live in a new economic era - an era where consumers, businesses, investors, employees and service providers attach real economic value to social outcomes. An era where yesterday’s “feel good” issues – education, the environment, healthcare, global development, even the arts and animal rights – now have direct economic consequences and opportunities. We now have leverage. To use this leverage, nonprofits must learn how to “sell” their impact to a new set of stakeholders. THE END OF FUNDRAISING will show you how.
The End of Fundraising is available for purchase on:
THE END OF FUNDRAISING has four sections:
The End of Fundraising (As We Know It) sets the stage for what I call the “social capital market” and describes the implications of this new economy for the way nonprofits do business.
Capture Your Impact provides the background, concepts and tools you will need to turn measurement into a fundraising asset.
Market Your Impact names a new set of stakeholders (called “impact buyers”) who are willing to pay for social outcomes, and identifies the three “highest value” outcomes that these funders want to buy.
Selling Your Impact will give you the core sales skills and tips you’ll need to make a more effective pitch and close the deal.
I wrote this book for executives and fundraisers, board members and funders, academics and practitioners, graduate students and undergrads, socially conscious thinkers and hard-nosed business people.