Books: ‘Fundraising for Dummies'
FS: How does the book deal with the changing face of fundraising?
KM and JM: Over the last several years, everything has gotten more personal — the Internet, social media, programs, nonprofits, you name it. Today, people have more choices — and are more aware [of] and interested in making those choices than they were a decade ago. This version of the book reduces the amount of time and space spent on items that might take a lot of effort and investment for you to see a return (for example, long-term corporate campaigns) and helps you see what you can do today to bring a dollar in the door. We help you see how you can use electronic means to reduce your print and mail expenses, slice and dice your fundraising list to be more targeted in your appeals, and much more.
This isn't "fire sale" fundraising. This is finding the best possible fit between the needs of your organization and what your donors can realistically and authentically give, while holding [on to] the intention of honoring and growing your relationship with your donors over time. That's the real heart of fundraising — creating relationships with donors who truly care for and feel like a valued part of your organization.
FS: Why should fundraisers who already have an earlier edition of this book buy the new edition?
KM and JM: The short answer here is that the profession has changed, the economy has changed and people's attention spans have changed. The third edition of the book is, by far, the most in sync with the times because of the emphasis we place on the valued relationship with the donor. Years ago, people may have given to your cause because of the reputation of your organization or someone on your board. Today, the donor wants to know how your organization connects with them — where they are, in what they care about and where they want to make a difference. It's a real paradigm shift, and it's a great one on which awake and aware organizations can build a real, growing relationship with engaged donors.