This book is about people - how they feel, how they think and act, and what happens between them when they're engaged in the enterprise of philanthropy. The intent of this small volume is to report what we've come to understand about this phenomenon. On these pages can be found the most important principles of fund raising - no more, and no less. At least, that is our intention.

We have not attempted to cover every facet of philanthropy, every fundraising technique. The focus is on the art and science of campaigning and face to face solicitation. The reasons should become apparent. This book reflects an increasingly specific approach to the raising of funds. It's an approach that asks us to be more intentional, more organized and more strategic than we used to be. The focus is less on getting donations per se, and more on the development of donors and the development of institutions. This is not a how to manual on fund raising. In the day to day practice of philanthropy, most decisions are judgment calls that depend on circumstances and opportunity. This book will serve only as a backdrop against which this drama is played out. (p. vii-viii)

CONTENTS
Dedication.
The third sector.
Acknowledgments.
Introduction.
Preface.
On brevity.

1. Working from the perspective of the marketplace:

Organizations have no needs.
Seek investment, not charity.
Position your organization relative to its competition.
Listen to the donor community.
Listen to what each donor has to say.
Donors will tell you what they want.
Make your case larger than the institution.

2. Getting people involved:

Go for the gold.
Create authentic involvement.
The process of planning is more important than the plan itself.
Share your plans without asking for money.
Use a feasibility study to build a strategy.

3. Setting the pace for giving:

If you seek average gifts you get below-average results.
A few will do the most.
The early donor sets the pace.
Trustees have an opportunity not an obligation.
Staff giving lends credibility.
Make great investments possible.

4. Applying the campaign principle:

People prefer structure.
Take one step at a time.
Scheduling creates momentum.
Build a sense of campaign.
Create a climate of universality.
Winning is fundamental.
Meetings keep things moving.

5. Asking for money:

People give to people.
The right person makes the difference.
The one who asks must first give.
See each prospect face to face.
Ask for a specific amount.
Ask for enough.
Qualify the prospect.
Tenacity prevails.
Ask for the order.

6. Practicing stewardship:

The donor deserves good stewardship.

7. Kindling the spirit of philanthropy:

The best advocate is both donor and volunteer.
Hire the best and let them direct.
Counsel can help to ensure success.

Quotations: 
     Philanthropy.
     Volunteerism.
     Goals and accomplishments.

About the author.
Suggested reading [bibliography].
Index.

This book is about people - how they feel, how they think and act, and what happens between them when they're engaged in the enterprise of philanthropy. The intent of this small volume is to report what we've come to understand about this phenomenon. On these pages can be found the most important principles of fund raising - no more, and no less. At least, that is our intention.