Mal Warwick has been raising money professionally since 1979. He has written or edited 18 previous books including How to Write Successful Fundraising Letters, The Five Strategies for Fundraising Success, and Fundraising on the Internet. He teaches fundraising throughout the world. Find more information on Mal and his books at www.malwarwick.com and www.josseybass.com/go/warwick.

• Preface—Who Should Read This Book xixAcknowledgments xxiAbout the Author xxvIntroduction—When Bad Things Happen to Good Causes xxxiPart One Why You Really Ought to Make Changes in Your Fundraising Program 21 What History Teaches Us 52 A Proven Way to Anticipate the Future 173 Three Scenarios for Economic Recovery 274 Three Possible Fundraising Strategies 395 Identify a Winning Strategy 49Part Two How You Can Face the Present More Calmly and the Future with Confidence 586 Reassess the Whole Ball of Wax: Fundraising, Marketing, Communications 617 Strengthen Your Case for Giving 758 Be Content with One in the Hand—Forget the Two That May Be in the Bush 859 Cut Costs with a Scalpel, not an Ax 10110 Fish Where the Big Fish Are 11911 Stay Close to Your Donors 13112 Get Personal with Your Donors 14713 Step Up Your Efforts Online 16714 Break Down the Silos 17915 Summary: Nine Practical Steps Toward Peace of Mind 189Reading List 199Index 207

Mal Warwick has been raising money professionally since 1979. He has written or edited 18 previous books including How to Write Successful Fundraising Letters, The Five Strategies for Fundraising Success, and Fundraising on the Internet. He teaches fundraising throughout the world. Find more information on Mal and his books at www.malwarwick.com and www.josseybass.com/go/warwick.

• Preface—Who Should Read This Book xixAcknowledgments xxiAbout the Author xxvIntroduction—When Bad Things Happen to Good Causes xxxiPart One Why You Really Ought to Make Changes in Your Fundraising Program 21 What History Teaches Us 52 A Proven Way to Anticipate the Future 173 Three Scenarios for Economic Recovery 274 Three Possible Fundraising Strategies 395 Identify a Winning Strategy 49Part Two How You Can Face the Present More Calmly and the Future with Confidence 586 Reassess the Whole Ball of Wax: Fundraising, Marketing, Communications 617 Strengthen Your Case for Giving 758 Be Content with One in the Hand—Forget the Two That May Be in the Bush 859 Cut Costs with a Scalpel, not an Ax 10110 Fish Where the Big Fish Are 11911 Stay Close to Your Donors 13112 Get Personal with Your Donors 14713 Step Up Your Efforts Online 16714 Break Down the Silos 17915 Summary: Nine Practical Steps Toward Peace of Mind 189Reading List 199Index 207

Mal Warwick has been raising money professionally since 1979. He has written or edited 18 previous books including How to Write Successful Fundraising Letters, The Five Strategies for Fundraising Success, and Fundraising on the Internet. He teaches fundraising throughout the world. Find more information on Mal and his books at www.malwarwick.com and www.josseybass.com/go/warwick.

• Preface—Who Should Read This Book xixAcknowledgments xxiAbout the Author xxvIntroduction—When Bad Things Happen to Good Causes xxxiPart One Why You Really Ought to Make Changes in Your Fundraising Program 21 What History Teaches Us 52 A Proven Way to Anticipate the Future 173 Three Scenarios for Economic Recovery 274 Three Possible Fundraising Strategies 395 Identify a Winning Strategy 49Part Two How You Can Face the Present More Calmly and the Future with Confidence 586 Reassess the Whole Ball of Wax: Fundraising, Marketing, Communications 617 Strengthen Your Case for Giving 758 Be Content with One in the Hand—Forget the Two That May Be in the Bush 859 Cut Costs with a Scalpel, not an Ax 10110 Fish Where the Big Fish Are 11911 Stay Close to Your Donors 13112 Get Personal with Your Donors 14713 Step Up Your Efforts Online 16714 Break Down the Silos 17915 Summary: Nine Practical Steps Toward Peace of Mind 189Reading List 199Index 207