June 13, 2002 | Read Time: 1 minute
Fund Raising & Marketing in the One-Person Shop: Achieving Success With Limited Resources, Fourth Edition
by Diane L. Hodiak and Michael J. Henley
This fund-raising manual was written to help managers of nonprofit organizations who operate alone or with few staff members.
Diane Hodiak and Michael Henley, both fund-raising consultants, offer tips on how such managers can creatively make the most of a limited budget. Among their suggestions: supplement charity staff members with volunteers and interns, or put together a “wish list” of needed products and services to be distributed among the charity’s staff members, contributors, and local companies.
The authors show managers how to be thrifty in sections like “Prospect Research on a Shoestring Budget,” which describes ways to do background research on donors with the potential to give generously, such as scanning annual reports of competing organizations for names of donors, and visiting the lobbies of other nonprofit organizations to see whom they have honored for giving to the group.
A chapter on public relations and marketing gives more than 30 ideas on low-cost or free marketing communications, such as pitching newspaper articles or writing letters to the editor, and even piggybacking on companies’ promotions. Case studies in this chapter illustrate how nonprofit groups have succeeded in promoting their causes and groups.
This edition also includes information on using the Internet for fund raising, marketing, advocacy, and managing volunteer programs.
Publisher: Development Resource Center, Box 15515, Seattle, Wash. 98115; fax (206) 985-0260; dhodiak@aol.com; http://www.drcharity.com/bkorder.html; 189 pages; $27.95; I.S.B.N. 09657161-2-0.
