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| Path: Main Street : Resources & Library : Book Reviews : Book Review |
Pinpointing Affluence:
Increasing Your Share of Major Donor Dollars
by Judith E. Nichols.
273 pages. From Precept Press division of Bonus Books Inc..This book invites the reader to rethink who the best donors really are. The author contends that, by directing more time and energy into seizing prospects with both the ability and the inclination to give big, fundraising can be significantly strengthened.
Nichols points out that philanthropists are not always driven by an overwhelming desire to make a difference. Rather, they are likely moved to action by the world in which they live. "Giving," she says, "is the end result of a logical chain of events that shapes their thinking and concerns. If we, as fundraisers, don't understand an individual's environment, we miss the clues that enable us to facilitate that person toward meaningful giving.
Moving back and forth between demographics and psychgraphics, and the practice of fundraising, the book offers an essential logic between background and strategy. Throughout, Nichols encourages practitioners to constantly rethink their development programs. After all, society doesn't stand still, so why should fundraising become static? "The world changes, our donors and prospects change, and so must we," she cautions.
Starting with a definition of donors today and in the future, her book explains the increasing diversity of our society and the need to widen our prospecting to be inclusive. It concentrates on shifting attitudes, how they impact on what people want and support, and how to work smarter, not harder.
The book offers a truckload of information, ideas, tools and suggested resources --- all designed to help find our best prospects while creating enduring relationships that truly expand the base of philanthropy.
Buy the book:
Canada: buy through Amazon.ca: CDN$60.75
International: buy through Amazon.com: US$40.00
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