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Fundraising for Nonprofi ts should be that book.”
ADVANCING PHILANTHROPY, PUBLISHED BY THE ASSOCIATION OF FUNDRAISING
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Effective
Fundraising
FOR
Nonprofi ts
Real-World Strategies
Ilona Bray, J.D. That Work
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LOS ANGELES TIMES
3rd edition
Effective
Fundraising for
Nonprofits
Real-World Strategies That Work
By Ilona Bray, J.D.
THIRD EDITION AUGUST 2010
Cover Design SUSAN PUTNEY
Book Design TERRI HEARSH
Proofreading SUSAN CARLSON GREENE
Index MEDEA MINNICH
Printing DELTA PRINTING SOLUTIONS, INC.
Bray, Ilona M., 1962-
Eff ective fundraising for nonprofi ts : real-world strategies that work / by Ilona Bray
Nolo. -- 3rd ed.
p. cm.
Includes index.
ISBN-13: 978-1-4133-1253-9 (pbk.)
ISBN-10: 1-4133-1253-5 (pbk.)
1. Fund raising--United States. 2. Nonprofi t organizations--United States--Finance.
I. Title.
HG177.5.U6B73 2010
658.15’224--dc22
2010008696
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Dedication
To my mother, who showed me how commitment to a cause can
help you accomplish things you never thought possible; and my
father, who knows how to greet each new day with entrepreneurial
optimism.
Acknowledgments
This book was envisioned as a collaborative effort, in which the voices
of many nonprofit staff and experienced fundraising experts would
be heard. Still, I was overwhelmed by the generosity with which the
people named below offered their time, knowledge, and stories of
successes as well as frustrations. You’ll see many of their names and
stories within the book—others preferred to play a more behind-the-
scenes role. My deepest thanks to all of them for their contributions,
and for keeping me inspired during the many months of pulling
this book together. In addition, I’d like to thank the various
organizations whose sample letters and printed materials you’ll see
throughout the book (not listed below).
Lauren Brown Adams, nonprofit fundraising consultant
Sophie Lei Aldrich, World Wildlife Fund
Bob Baldock, KPFA Radio
Randolph Belle, formerly of the East Bay Nonprofit Center
Robert Brenneman, Project Open Hand
Jennifer Castner, the Altai Project
Sarah Clark
Cindy Corey, Forgotten Harvest
M. Eliza Dexter, formerly of Save The Bay (Oakland)
Grant Din, Angel Island Immigration Station Foundation
Laurie J. Earp, Earp Events and Fundraising
Lisa Ruth Elliott, formerly of Zen Hospice Project
Jan Etre, KPFA Radio
Judy Frankel, formerly of Project Open Hand
Susan Freundlich, consultant, formerly of The Women’s Foundation (of
San Francisco)
Lupe Gallegos-Diaz, Multicultural Student Development Office at UC
Berkeley
Karen Garrison, formerly of Bernal Heights Neighborhood Center
Jennifer Gennari, Greenbelt Alliance
Leanne Grossman, formerly of Global Fund for Women
Christine Grumm, Women’s Funding Network
Keven Guillory, KQED Radio
Ruskin K. Hartley, Save the Redwoods League
Linda Solow Jaffe, John Muir Health Foundation
Pat Joseph, formerly of Sierra Club
Don Kiser, formerly of the Human Rights Campaign
Lynn Eve Komaromi, Berkeley Repertory Theatre
Greg Lassonde, owner of Legacy Giving Specialist and cofounder of
Legacy Giving Co.
Marisa Lianggamphai, formerly of the World Institute on Disability
Harry Lin, formerly of KQED Radio
Jim Lynch, TechSoup
Sonja Mackenzie, WORLD
Mike Maxwell
Kate McNulty, formerly of Sacred Heart Cathedral Preparatory
Susan Messina, National Hospice Foundation
Nick Parker, formerly of the California School Age Consortium
Peter Pearson, The Friends of the Saint Paul Public Library
Sharon Rabichow, Save the Redwoods League
Angelina Ramsay, independent marketing consultant
Peggy Rose, San Francisco Mime Troupe
Ron Rowell, The San Francisco Foundation
Jim Schorr, formerly of Juma Ventures
Duane Silverstein, Seacology
Joseph Smooke, Bernal Heights Neighborhood Center
Elizabeth Stampe, formerly with Greenbelt Alliance
David Thorpe, Housing Works
Anthony Tusler, About Disability
Amanda Vender, DAMAYAN
Mona Lisa Wallace, formerly of the East Bay Nonprofit Center
Anita Wetzel, Women’s Studio Workshop
Debra and Rich Whitall
Lauren Williams
J.R. Yeager, CompassPoint Nonprofit Services
Audrey Yee, Golden Gate National Parks Conservancy
Many of my colleagues at Nolo also helped this book in important
ways: Marcia Stewart, with early conceptualization and advice; Stan
Jacobsen, with research; Jake Warner, whose first-draft edits incorporated
his own extensive nonprofit as well as business experience; final editor
Lisa Guerin, who took the manuscript up a notch with her wit and
practical instincts; Wendy Copley, with technical advice on blogging;
and the production folks, with all-important design and graphics help,
including Margaret Livingston, Jaleh Doane, Emma Cofod, Susan Putney, and
Toni Ihara.
A final special “thank you” to C.S. and other friends, for ongoing
support, and for apparently remembering my name even after these
many months of self-imposed hermitage.
