Más Dinero Para Su Causa

by Daniel Q. Kelley

Table of Contents

PREFACE by Dr. Marcos Kisil

INTRODUCTION

Part 1: SOCIAL MARKETING

An INCA and the OSC

»What the Inca didn’t say
»What the Inca did say
»What the Inca got
»Summary of the Inca’s teachings

KNOW YOUR CLIENTS

»The basic client
»The good client
»The best client
»Summary: the cultivated client

SUBMARKET 1: Individual Donors

» Why does the OSC care about them?
»What are they like?
»How do you find them?
»How do you work with them?
»What tools do you use?
»Summary of individual donors

SUBMARKET 2: Businesses

» Why does the OSC care about them?
» What are they like?
» What are you like?
» How do they give?
» How do you find them?
» How do you work with them?
» What tools do you use?
» Summary of businesses

SUBMARKET 3: Institutions

» Why does the OSC care about them?
» What are they like?
» How do you find them?
» How do you work with them?
» What tools do you use?
» Summary of institutions

SUBMARKET 4: The USA

» Laws, Taxes, Fines, Complications and Benefits
» US individuals
» US companies
» Institutions located in the US
» What the Yanquis finance
» Summary of the USA

SOCIAL MARKETING : Recapitulation

Part 2: ORGANIZATION

KNOW THYSELF

» You and your competition
» Competition as Competition
» Competition as Competence
» The Board of Directors
» The Board of Advisers
» The Development Committee
» The Development Office
» Consultants
» Summary of the Organization

MOVE THYSELF: Campaigns

» Welcome to Fundraisers Anonymous
» Types of Campaigns
» Planning
» Execution
» Summary of Campaigns

Part 3: Advertising

FROM BAD TO GOOD ADVERTISING

» A proposal arrives
» The reaction
» A rescue attempt
» The good proposal
» Notes from your editor

PROJECT DESIGN

» Quality Control
» The elements of the project
» Summary of the project

PROPOSALS

» One size doesn’t fit all
» One approach does fit all
» The mother of all proposals
» New elements
» Daughters and granddaughters
» Tips for success
» Summary of proposals

BUDGETS

» The donor’s questions
» From photo to miniature
» The budget under the microscope
» Summary of budgets

AFTERWORD

APPENDIX 1: RESOURCES

» CSOs
» Books
» Other sources of information

APPENDIX 2: FUNDING SOURCES

» Bilaterals and multilaterals
» US foundations
» Europeans