Raising More Money: A Step-by-Step Guide to Building Lifelong Donors (Hardcover)

by Terry Axelrod (Author) "W hat is a breakthrough, anyway?..." (more)
Key Phrases: lifelong donors, individual giving program, emotional hook, Point of Entry Event, Emotional Hook, Treasure Map (more...)

Editorial Reviews

Product Description
Nonprofit staff, board members, and volunteers who are passionate about the mission of their organization but tired of the old model of raising funds will be inspired by this incisive and practical manual.

Fundraising veteran and Raising More Money founder Terry Axelrod shows how nonprofit organizations—regardless of size, location, or mission—can become financially self-sustaining. A Step-by-Step Guide to Building Lifelong Donors has been nominated by the Alliance for Nonprofit Management for its 11th Annual Terry McAdam Book Award for the most inspirational and useful new book published that makes a substantial contribution to nonprofit management, management consultancy, or the advancement of the nonprofit sector. The third edition of this fundraising guidebook expands on key aspects of the Raising More Money Model, including fresh material on:

-How to customize the Cultivation Superhighway for each of your donors -How to design a cultivation/recognition system you can leave as a legacy -How to ask naturally, with a focus on donor readiness -How to manage relationships with existing donors online and convert newly acquired online donors to in-person donors

About the Author
TERRY AXELROD, CEO and founder of Raising More Money, has over 30 years of experience in the nonprofit field, including founding three nonprofit organizations in healthcare and affordable housing. She realized early in her career that the only path to sustainable funding was to systematically connect donors to the mission of the organization, then involve and cultivate them until they were clearly ready to give—in short, to treat donors the way you would treat a close friend or family member, someone with whom you planned to have a lifelong relationship.

Terry created the Raising More Money Model in 1996 after serving as Development Consultant to Zion Preparatory Academy, an inner city Christian Academy in Seattle, from 1992-1995. There she designed and implemented the fundraising and marketing programs which yielded $7.2 million in 2 ½ years as well as national recognition of the program including a cover story in the Chronicle of Philanthropy.

Author of three books, Terry is a sought-after speaker, both nationally and internationally. Her passion and commitment to the possibility of sustainable funding for all nonprofits drives the mission of Raising More Money and each of its programs. "The donors are truly out there—wanting to contribute; it's up to the organizations to connect them powerfully to their work and nurture that connection over time. Our programs give them the tools to do that successfully."

Terry currently serves as a Director of the American Association of Fundraising Counsel, a Trustee of the Greater Seattle Chamber of Commerce, and Life Trustee of Swedish Medical Center. She received her Masters of Social Work and Bachelors Degrees at the University of Michigan.

Product Details

• Hardcover: 266 pages
• Publisher: Benevon Publications (June 1, 2004)
• Language: English
• ISBN-10: 0970045514
• ISBN-13: 978-0970045515
• Product Dimensions: 9.1 x 6.3 x 1.2 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #219,660 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

63 of 64 people found the following review helpful:

5.0 out of 5 stars Both Revolutionary and Evolutionary, March 19, 2001

By	Michael Wyland "Nonprofit Consultant" (Sioux Falls, SD United States) - See all my reviews (REAL NAME)

This review is from: Raising More Money: A Step by Step Guide to Building Lifelong Donors (Hardcover)

Imagine your organization having a development plan that includes nothing but major donors and qualified prospects. No more special event fundraisers, no more sweating grant applications, no more "moves management" from sub-$100 donors to $500 to $5,000 to endowment givers, no more living hand-to-mouth and year-to-year. Terry Axelrod presents a compelling case for restructuring the development function using a combination of revolutionary and evolutionary thinking.

In reading this book, I was finding myself alternately saying, "Wow! What an innovative approach!" and "That's a different way of saying what everyone's doing now!" The key to understanding these (seemingly) conflicting reactions is that the author proposes to: 1) treat all donors and prospects as major donors and prospects; and 2) not solicit support at any lower level. She believes that a relatively small coterie of well-cultivated, passionate "friends" of a nonprofit bring far more stability and benefit to a nonprofit than the traditional "donor pyramid."

One key to the success of her model is to AVOID asking for money until the prospect is ready to give. Many development directors would cringe at the donation opportunities the author encourages one to pass up in favor of cultivating a deeper, longer-lasting relationship. Facility tours, special events, and similar happenings are intended to be free, open, and low-pressure opportunities for the community to learn about the organization and its mission and for the organization to learn contact information on attendees and who is most likely to be interested in further contact on the donor's chosen terms.

One point made fairly early will unnerve many volunteer managers. Ms. Axelrod points out that relatively few nonprofit organizations are ready to listen to a prospective donor/volunteer and be prepared to accept what they are most willing to give. If the nonprofit makes it easy for the donor to identify a need and volunteer the time and/or resources to fill that need, then they will have made a friend as well as enhanced services. Ms. Axelrod places volunteer management squarely in the development arena and takes it out of its "unpaid employee/HR management" status. Volunteers are donors and donors are volunteers, and they need to be recognized, cultivated, and sustained in the organization for their blended, "customer-driven" status. This also means that the donor who "just writes the check" will also disappear, since the writers of the larger checks also tend to be involved in the nonprofit as volunteers.

In Ms. Axelrod's model, the lowest donor level is $1,000 per year ($83 per month), with a five-year commitment to give at that level. From there, donors may be requested to give additional gifts during the period, accelerate the fulfillment of their pledges, increase their pledges, and refer selected friends and acquaintances. Rather than the traditional "strong-arm the Rolodex®" fundraising model, donors invite friends to free, no obligation meet-and-greet/tour "point of entry" events as new entrants into the donor cycle.

The obvious advantages to this approach are that most giving is made by individuals, that most individuals are likely to give a gift, even when not properly cultivated, that properly cultivated donors will give more, more often, and longer than those not properly cultivated. The disadvantages in this approach are that it requires a fair amount of planning, absolute "buy-in" from all levels of staff, and some "front-end" investment in time and energy. However, the benefits in organizational financial stability, constituent loyalty, and independence from vagaries in grant funding cycles, political shifts, and economic trends are huge.

The book itself is structured somewhat like a donation cycle (in this case, the "Raising More Money Model"), with a few chapters dedicated to overview of the process, followed by chapters delving a little deeper into the specific steps, and ending with several chapters discussing specific strategies for specific steps in the cycle. There is a little repetition and reinforcement in using this structural technique, but that's a good thing and not at all overdone. Ms. Axelrod refers to her "Raising More Money" seminars, and it's easy to see the book's contents as components of two or three curricula, complete with the "tell 'em what they're going to hear, tell 'em, and then tell 'em what they heard" structure that works so effectively with adult learners in practical learning situations.

This book is far more than a traditional "how to" cookbook; it's both a theoretical challenge to traditional fundraising and a practical, step-by-step primer for implementation of Ms. Axelrod's new paradigm of fundraising. Even those who challenge her premise will be hard-pressed to challenge her implementation techniques.

9 of 9 people found the following review helpful:

5.0 out of 5 stars CRM for Non-profit, June 15, 2005

By	Downtown "writergal" (Rochester Hills, MI) - See all my reviews

Terry gives you practical advice on how to create lifelong donors. She encourages you to think about your donor as your customer, and advocates managing the relationship. She also encourages you to set your vision and your system in place to encourage attracting people that will be passionate about your cause. She gently reminds you that 80% of the funds that are donated on an annual basis are donated by individuals as opposed to organizations- a fact that many fundraisers forget about in their quest to raise money.

She shows effective ways to get people in the boat with you! I am so impressed I am planning on taking one of her Raising More Money Workshops. I highly recommend this book. There are so many wonderful pointers that you will want to read it slowly with a high lighter and a pen to take notes!

11 of 12 people found the following review helpful:

5.0 out of 5 stars A Seattle-based company that trains non-profit organizations, January 4, 2005

By	Midwest Book Review (Oregon, WI USA) - See all my reviews

Founded and directed by Terry Axelrod, "Raising More Money" is a Seattle-based company that trains non-profit organizations in fundraising. A successful enterprise in its own right, Raising More Money has grown from 2 employees to 50, and has trained more than 2,000 organizations to date, with the average of $150,000 being raised by a nonprofit client group within a year of training. In Raising More Money: The Ask Event Handbook, Terry Axelrod (who is also the Director of the American Association of Fundraising Counsels; a Trustee of the Greater Seattle Chamber of Commerce; and a Life Trustee of the Swedish Medical Center; and the founder of three nonprofit organizations) has distilled into a single volume the complete body of "how to" information for successfully raising money at a nonprofit fundraising event. Readers will learn how to determine when to hold an "Ask Event"; how to build a powerful, emotion-filled, one-hour program honoring the nonprofit organization's mission; how to conduct one-on-one "Asks"; how to evaluate results and follow-up with guests; and how to prepare for the next year's event. If you are charged with responsibility for fundraising with respect to a nonprofit organization, then you need to give a close and careful reading of Terry Axelrod's Raising More Money: The Ask Event Handbook. Also very highly recommended from Raising More Money Publications are: The Point Of Entry Handbook ($39.95, 263 pages); The Ask Event Handbook ($49.95, 238 pages); Raising More Money Video or DVD ($69.95, 47 minutes); and the Re-Igniting Your Board ($39.95, 21 minutes). Nonprofit and community library collections would be wise to acquire all five items in the form of the Raising More Money Library ($189.95).