Author: Brownrigg, W. Grant

Publication Year: 1981

Media Type: Report

Summary:

There is a certain mystique about corporate giving which leads to an uneasiness on the part of grant-seekers in their approach to the business world. Corporations which do not have foundations are under no obligation to provide information concerning their giving policies. To add to the confusion, companies sometimes give in several different ways: through foundations, staff and board committees, public relations or advertising departments, or directly from the chairman's office.

Abstract:

There is a certain mystique about corporate giving which leads to an uneasiness on the part of grant-seekers in their approach to the business world. Corporations which do not have foundations are under no obligation to provide information concerning their giving policies. To add to the confusion, companies sometimes give in several different ways: through foundations, staff and board committees, public relations or advertising departments, or directly from the chairman's office.

W. Grant Brownrigg's book Effective Corporate Fundraising goes a long way toward dispelling this mystique by providing solid guidance to nonprofits in their approach to corporate funding. Beginning with an evaluation of the philosophy and decision-making process involved, it takes us through all the important steps and defines the tools, resources, and materials needed to build a successful solicitation program.

Unlike foundations and certain governmental agencies, corporations are not established to distribute funds for the common good. They are interested instead, in promoting a healthy society and in supporting programs and organizations which will show a return on their investment. Mr. Brownrigg gives us a realistic approach which focuses on the necessity of selling your case and marketing your product, terms which the business community understands and appreciates. Although the book is oriented towards the arts, it includes fundraising principles which have broad applicability to all nonprofit organizations and institutions.

One of the strongest features of this book is its ability to present the grant-making process from the perspective of corporate executives who are responsible for contributions. We become aware of the framework in which they are functioning and of the reasoning and motivation behind their decisions. An additional strength is its description of corporate interviews and how best to conduct them. Armed with this knowledge and with realistic statistics and analyses presented in the text, development officers and trustees have a much better chance of avoiding pitfalls and preparing a successful campaign.

As president of a consulting firm which specializes in corporate solicitation, I have reviewed many articles and books on how to raise funds from the business world. The practical applications of this book, taken together with its unusually perceptive evaluation of corporate funding, should make it a must not only for arts organizations, but for schools, hospitals, and other nonprofits who realize that corporate solicitation should become an integral part of their development programs.

This book describes in detail a practical and systematic approach to soliciting contributions from business firms. Its purpose is to provide a down-to-earth, useful tool for fundraising. It is based upon my experiences while serving as the executive director of the Greater Hartford Arts Council and as the director of the American Council for the Arts, as well as on conversations with corporate contributions officers and fundraisers around the country. Although its focus is on the arts, the precepts and methodology of this system have been written in the belief that they are applicable to any type of nonprofit fundraising.

CONTENTS
  1. Overview.
  2. The business market.
  3. Building a case for business support.
  4. Developing the essential documents.
  5. Outlining a fundraising strategy.
  6. Determining the scope of the fund drive.
  7. Organization.
  8. Developing the campaign materials.
  9. The contributions sales call.
10. Implementing the corporate campaign.
11. Support systems.
12. Putting the pieces together. 
      Exhibits.

Arts & Intersections:

Categories: Private Sector