Zimmerman Lehman : "Maximum Dollars: The 12 Rules of Fundraising"

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Zimmerman Lehman's Fifteen Rules of Fundraising

(adapted from Maximum Dollars: The 12 Rules of Fundraising)

Rule 1: PROGRAM DETERMINES FUNDING, NOT VICE-VERSA

Rule 2: THE BIGGEST PROBLEM IN FUNDRAISING ISN'T GETTING PEOPLE TO GIVE; IT'S GETTING PEOPLE TO ASK

Rule 3: YOU HAVE TO ASK FOR THE MONEY

Rule 4: PEOPLE GIVE MONEY TO PEOPLE

Rule 5: FUNDRAISING MUST ALWAYS BE DONE FROM THE PERSPECTIVE OF THE DONOR, NEVER FROM THE PERSPECTIVE OF THE APPLICANT

Rule 6: PEOPLE GIVE TO STRENGTH, NOT CRISIS

Rule 7: SPECIFICITY IS NEXT TO GODLINESS

Rule 8: NINETY PERCENT OF THE MONEY IS GIVEN BY TEN PERCENT OF THE PEOPLE

Rule 9: YOU MUST CULTIVATE CURRENT DONORS AS ASSIDUOUSLY AS PROSPECTIVE DONORS

Rule 10: YOU MUST BE OPPORTUNISTIC TO SUCCEED IN FUNDRAISING

Rule 11: YOU MUST RECOGNIZE YOUR DONORS PROMPTLY AND IMAGINATIVELY

Rule 12: PEOPLE LOVE TO GIVE AWAY MONEY

New Rules Since Publication Include:

Rule 13: If your record-keeping is shoddy, your fundraising will be unsuccessful.

Rule 14: No whining!

Rule 15: Charity begins at home.

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