Fundraising When Money Is Tight: A Strategic and Practical Guide to Surviving Tough Times and Thriving in the Future

Preface—Who Should Read This Book xix

Acknowledgments xxi

About the Author xxv

Introduction—When Bad Things Happen to Good Causes xxxi

Part One Why You Really Ought to Make Changes in Your Fundraising Program 2

1 What History Teaches Us 5

2 A Proven Way to Anticipate the Future 17

3 Three Scenarios for Economic Recovery 27

4 Three Possible Fundraising Strategies 39

5 Identify a Winning Strategy 49

Part Two How You Can Face the Present More Calmly and the Future with Confidence 58

6 Reassess the Whole Ball of Wax: Fundraising, Marketing, Communications 61

7 Strengthen Your Case for Giving 75

8 Be Content with One in the Hand—Forget the Two That May Be in the Bush 85

9 Cut Costs with a Scalpel, not an Ax 101

10 Fish Where the Big Fish Are 119

11 Stay Close to Your Donors 131

12 Get Personal with Your Donors 147

13 Step Up Your Efforts Online 167

14 Break Down the Silos 179

15 Summary: Nine Practical Steps Toward Peace of Mind 189

Reading List 199

Index 207