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Major Gift Fundraising for Small Shops

$34.95 $24.95

In Major Gift Fundraising for Small Shops: How to Leverage Your Annual Fund in Only Five Hours per Week, Amy Eisenstein guides you, in only five hours a week, to safely and surely meet the challenges of getting your organization ready for major gift fundraising, all the way up to that all-important ask—and beyond.

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If you’ve been in fundraising for any length of time, you’ve no doubt heard of the “90/10 Rule.” In its simplest terms, it means that 90 percent of the funding comes from 10 percent of our donors. Yet far too often, the majority of our time is spent focused on low-yield fundraising activities, such as events. Amy argues that the key to successful long-term, sustainable fundraising lies in dramatically increasing your fundraising income from individual donors. And savvy fundraisers will do well to heed her advice.

But how can you get started? With Amy at the helm, guiding you in developing your organization’s major gifts program, you’ll find it’s absolutely doable. Amy doesn’t pull any punches. She makes it clear, if you’re going to succeed in major gifts, that everyone will need to be on board and that effective and consistent fundraising training is a must. It’s a commitment. Throughout the book, she explains key fundraising concepts, the difference between major gifts and capital campaigns, how to determine exactly what constitutes a major gift for your organization, the importance of gift acceptance policies, job responsibilities for your major gift team, the role of online fundraising in major gifts fundraising, the role of direct mail, maintaining your database, and more.

In short, she cuts to the chase to show you that major gift fundraising is something that, yes, you can do. It just takes focus and Amy’s know-how, marvelously outlined within these pages.

Part One—You Can Raise Major Gifts in Only Five Hours per Week!

Chapter One: The Secret to Successful Fundraising: Creating a Culture of Philanthropy and Professionalism at Your Organization

Chapter Two: Creating Your Strategy

Chapter Three: The Secret Weapon of Major Gifts: Engaging Your Board

Chapter Four: Creating an Army of Advocates and the Role of Social Media

Chapter Five: What Does Bulk Mail Have to Do with Major Gifts?

Part Two—Are You Ready to Ask for a Major Gift? Preparing to Ask

Chapter Six: Who Will You Ask for Major Gifts?

Chapter Seven: Researching Your Prospects: The Fine Line between Professional and Creepy

Chapter Eight: The Art and Science of Getting a Meeting: How to Meet with People You Know—and with People You Don’t

Chapter Nine: How to Build Deeper Relationships with Major Gift Prospects

Part Three—The Moment of Truth: Asking and Beyond

Chapter Ten: Get Ready to Ask

Chapter Eleven: The Moment of Truth (Time to Ask)

Chapter Twelve: More Than Simply Thank You

Part Four—Taking Your Organization to the Next Level

Chapter Thirteen: Considering a Capital Campaign?

Chapter Fourteen: Can a Small Shop Really Do Planned Giving?

Chapter Fifteen: Moving on Up: Taking Your Organization to the Next Level

Amy Eisenstein, AuthorAmy Eisenstein, MPA, CFRE, ACFRE, is also the author of Raising More with Less: An Essential Fundraising Guide for Nonprofit Professionals and Board Members and of 50 A$ks in 50 Weeks: A Guide to Better Fundraising for Your Small Development Shop, as well as a contributing author to You and Your Nonprofit: Practical Advice and Tips from the CharityChannel Professional Community. Through writing, speaking, and consulting, Amy helps nonprofit staff and board members raise more money for the organizations they love.

Amy is the principal and owner of Tri Point Fundraising, a full-service consulting firm that supports nonprofit organizations with executive and development coaching, capital and annual campaign consulting, development planning, individual and major gifts programs, and board and staff member training and development. She is also a frequent speaker at conferences and a facilitator of board and staff retreats.

Amy received a master’s degree in public administration and nonprofit management from Wagner Graduate School at New York University and a bachelor’s degree from Douglass College at Rutgers University. She currently serves as the president of the board of the Association of Fundraising Professionals – New Jersey Chapter. She became an ACFRE in 2013, has been a Certified Fundraising Executive (CFRE) since 2004, and became a certified Master Trainer in 2009.

Amy Eisenstein takes the complex subject of major gift fundraising and distills it down to its essential elements. The book provides a clear, methodical approach that any organization can follow. Great tips, real-world stories, checklists, sample forms, and more make this a book that you will keep on your desk and refer to often—if you want to raise more money than you might have thought possible.
Michael J. Rosen, CFRE
Author, Donor-Centered Planned Gift Marketing
President, ML Innovations

This book is a must-read for those just getting their feet wet in nonprofit fundraising as well as for those looking to build a major gifts program with limited resources. While taking minimal time in an already-packed schedule, Amy Eisenstein breaks down major gift fundraising into bite-sized pieces with her insightful approach that builds upon itself to create a successful program. Her refreshing writing style walks you through the intimidating process of fundraising with clarity and purpose.
Linda Henderson
Director, Pawnee Valley Community Hospital Foundation

Two thumbs up for Amy Eisenstein’s book on major gifts for small shops. The key question readers of fundraising books must ask themselves is: “Will this book help me raise more money?” I guarantee that if you follow the advice in this book, you will raise much more money for your cause.
Harvey McKinnon
Author, The 11 Questions Every Donor Asks
Coauthor, The Power of Giving: How Giving Back Enriches Us All
(number-one best seller)

A clearly written, step-by-step guide to successfully cultivating, raising, and closing major gifts. Amy Eisenstein’s book is an indispensable read for all fundraisers who are considering major gifts for their organization.
Celia Hagerman
Major Gifts Associate, American Red Cross, Florida West Coast Region

Think your organization’s too small to raise major gifts? Well, think again! Major gift fundraising is even more important for you. Read this remarkable little book and springboard your organization into the future!
Andrea Kihlstedt
Capital Campaign Magic

This is the fundraising blueprint you’ve been looking for! Amy Eisenstein provides a clear, ambitious, but realistic path to building a productive fundraising program for your small organization—or to taking your fundraising to the next level. Jump on it.
Nancy Schwartz

In Major Gifts Fundraising for Small Shops , Amy Eisenstein makes good on the promise of her book’s title. With deep empathy for small-shop fundraisers, she covers every base, yet the material is never overwhelming. She addresses the issues that are likely to hold us back in a no-nonsense yet positive tone: “Yes, you can do this, and you can even have fun doing it!” This book left me feeling reassured, energized, and motivated.
Brenda Hebert
Director of Development, CASA for Children of Essex County

Amy Eistenstein digs deep into all the important questions you need to address to start building a major gift program. A great tool for anyone who is hesitant to jump in. (You should!)
Brian Saber
President, Asking Matters

It’s quite a promise: that even a small organization can create a pipeline of major gifts—devoting just five hours a week to the effort. Of course, you will have to read Amy Eisenstein’s nuts-and-bolts book first. But once that’s done and you’ve digested chapters like “Creating an Army of Advocates and the Role of Social Media,” you’ll be ready to proceed with confidence, thanks to this first-of-its-kind, super-solid, step-by-step guide. Five hours a week gets your organization in line for those juicy $5,000 and higher gifts that put big roses in NGO cheeks.
Tom Ahern
Author, Seeing Through a Donor’s Eyes

Amy Eistenstein knows what it takes to bring in major gifts and shows small shops how to replicate that success in this book. If you want to raise major gifts, you should read this book!
Dan Blakemore
Assistant Director of Development, International House

It’s way past time to raise major gifts as part of your annual fundraising. I’ve been promoting this for years. Finally, here is the step-by-step guide to do it. Amy Eisenstein’s book explains why—and then provides step-by-step details for you and your boss and your board. Do it—with this guide at your side.
Simone P. Joyaux, ACFRE
Author, Firing Lousy Board Members, Keep Your Donors,
and Strategic Fund Development

Major Gift Fundraising for Small Shops has given me the tools to raise major donations in as few as five hours a week! This must-read book is for anyone wanting to make a significant improvement in their organization. Amy Eisenstein outlines strategies to increase your donations and strengthen your donor relationships.
Stacie Cook
Executive Director, Madelia Community Hospital Foundation

About the In the Trenches Series

You’ll know an In the Trenches™ book not just by its cover, but by the author’s fun, upbeat writing style. But don’t be fooled by its down-to-earth approach and ample use of sidebars. In the Trenches books are authoritative and cover what a beginner should know to get started and progress rapidly, and what a more experienced nonprofit-sector practitioner needs to move forward in the subject.

























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