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Effective Fundraising for Nonprofits: Real-World Strategies that Work, by Ilona Bray, is reviewed.

Effective Fundraising for Nonprofits: Real-World Strategies that Work By Ilona Bray, J.D. 495 pages. Softcover. Nolo Publications, www.nolo.com.

Nolo, publisher of law books for lay people, recently branched out into publishing books for nonprofits. These books continue to meet Nolo's high standards of writing for all of us to understand, yet being thorough. Effective Fundraising for Nonprofits is an easily-read book that looks at every aspect of fundraising.

Ilona Bray starts by explaining the tools needed for effective fundraising, including people, skills, and equipment. The first step is planning. You must know how much money you're trying to raise and for what. To determine how you'll raise the money, you must know the resources you have to draw from, who your potential contributors are, and how to reach them.

Motivations for giving are complex, but most simply, people give to organizations when they feel they'll get something in return. That something is different for each individual. To learn what it is, you must keep in touch with supporters. Bray guides the reader through involving donors while keeping your mission in mind.

Some contributors will want to give through events or purchase items for sale. Bray reviews the things to consider when these approaches are appropriate. She quickly but clearly discusses planned giving and does a fine job of presenting grantsmanship in only 50 pages.

Communication is key to fundraising. Bray outlines how to work with the media, make your Web site an effective fundraising tool, and develop other communication strategies.

Clearly, effective fundraising requires much work and constant evaluation, but it's not too difficult, especially with this book as a guide. You'll want to read it through once and then keep it handy to consult often.