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Contents Foreword Introduction Chapter 1 ePhilanthropy Strategy: Where Relationship Building, Fundraising, and Technology Meet By Ted Hart, ACFRE ePhilanthropy.org Defining ePhilanthropy Creating an Integrated ePhilanthropy Strategy (IePS) Integrate All Supporter Messages Give Supporters a Reason to Visit You Online Interact with Supporters-Don't Just Send Messages Communicate Using Multiple Methods Assess and Improve Performance You Can Do It Donors Must Be Asked Back to the Future Six Categories of Services Communications/Education and Stewardship Integration Getting the Word Out Online Donations and Membership Online Donations Planned Giving Online Information Marketing Event Registration and Management Prospect Research Manual Prospect Research Electronic Seeking Volunteer Recruitment and Management Virtual Volunteer Management Privacy Concerns Shopping and Bidding Relationship Building and Advocacy Conclusion Chapter 2 It All Begins with Strategy: Using the Internet As a Strategic Tool By Anthony J. Powell, CFRE Blackbaud Consulting Services A Common Situation Early Returns on ePhilanthropy Organizational Strategy Developing and Aligning Strategy Mission, Objectives, and Activities Constituency Applying Strategy-Sample Case Conclusion Chapter 3 Multi-Channel Marketing By Marcelo Iñarra Iraegui Greenpeace International Marketing with a Chef's Help Spaghetti with Seafood Sauce A Chef in a Virgin Land Knocking Down Walls How Do You Integrate Traditional Media with Online Media? Integration and Media Planning DRTV Radio Days Direct Mail.doc One Way or Two Ways Creativity for Better Results Donor Relationship Online: Efficient, Fast, and Cheap Conclusions Chapter 4 Staffing ePhilanthropy By Tim Mills-Groninger IT Resource Center Having the Right Foundation Development Plan Communications and Marketing Plan Technology Plan The Ishakawa Fishbone Departments, Teams, and Titles Technology Jobs In-House Versus Outsourcing Contractors and Employees Managing Hiring Keeping Employees Fresh Chapter 5 Integrating Online and Offline databases to Serve Constituents Better By Jeff Gignac, CFRE, ePMT JMG Solutions, Inc. Pamela Gignac JMG Solutions, Inc. Introduction Fundraising and Technology Databases and the Internet What Is An Online Database Versus an Offline Database Which Database is Right for Me? How Does My Database Integrate with my Website? Capture of E-Mail Address E-Mail Rules Alumni Tracking Integrating ASPs with Your Current Fundraising Database What is Donor Development? Building Relationships Top Prospect Lists Prospect Research Research Your Database Five Top Ways to Use Your Database Analysis of Your Database Prospect Research Service Providers Data Mining and Data or Prospect Screening What Is Data Mining? Data Mining Results Data or Prospect Screening Prospect Screening in the United Kingdom Finding Gold Prospects Donor Development and Prospect Screening Data Screening is a Research Process Privacy Best Practices Confidentiality and Your Database Sharing Information Using Your Offline Donor Database The Vast Galaxy of the Internet The Challenge Chapter 6 Online Community Building By George Irish HJC New Media The Nature of the Net The Basics of Online Marketing Make Your Organization "Find-able" Brand Your Organization Effectively Online Go to Your Audience-Don't Wait for Them to Come to You Special Promotions Pass-Along Methods Give Your Visitors What They Are Looking For Building an Online Marketing Strategy Step One: Audience Analysis Step Two: Making the Online Connection Step Three: Engaging Your Online Audience Conclusion Chapter 7 Building Successful Online Communities By Sheeraz Haji Get Active Software Moving Toward a New Model of "Online Community" Strategies for Building Community Community Identification Planning Engage Supporters Community Mobilization Activity Optimization Organizational Assimilation Chapter 8 Building Your Brand Online By Jason Mogus Communicopia Pattie LaCroix Communicopia The Basic Branding Building Blocks Taking Your Brand Online What Makes a Successful Brand Online Interactivity is Key It's All About Trust The Branding Edge for the Nonprofit Sector Chapter 9 Inspiring Donors Online: How Your Message Can Make People Feel Extraordinary By Todd Baker www.championsofphilanthropy.com The Awakening The Donor The Message Carefully Design the Message Hopeful Emily Chapter 10 Online Advocacy-How the Internet is Transforming the Way Nonprofits Reach, Motivate, and Retain Supporters By Vinay Bhagat Convio, Inc. Introduction Defining Advocacy How Internet Technology is Transforming Advocacy Easy, Low-Cost Activist Mobilization Increased Response Rates Through Easy Response Mechanisms and Personalization Increased Message Delivery Rate Through Utilizing Multiple Channels Recruit More Activists Much Better Tracking Better Relationships, Stronger Loyalty Integrated Approach To Managing Constituent Relationships How Online Advocacy Impacts Functions In Addition to Public Policy Develop Strong Prospects For Other Areas Grow Donor/Member Loyalty Reinforce the Organization's Brand Trends and Predictions Legislative Offices Will Become More E-Responsive Increased Prevalence of Web Forms Versus Email Submission Acceptance Measurement of Activist Participation, Segmentation and "Moves Management" Divisions Between Fundraising and Advocacy Will Be Eliminated Increased Reliance on and Automation of Peer-to-Peer Marketing Building Activist Engagement Through Community - Online and Offline Summary Glossary of Terms Chapter 11 Volunteer Recruitment and Management By Alison Li HJC New Media Online Volunteer Matching Expanding the Boundaries of Volunteering Virtual Volunteering Manage and Retain Volunteers Recognizing Volunteer Efforts Integrating Online and Offline Methods New Directions Conclusion Chapter 12 e-Stewardship or E-VRM (Electronic Visitor Relationship Management): Building and Managing Lasting and Profitable Relationships Online By Jason Potts THINK Consulting Solutions Introduction Commercial Learning New Technologies Are Changing the Art of the Impossible Case Study: Greenpeace International Aims Test Activities and Results Survey The e-Communications Style Test Results and Conclusions Other Case Studies from Around the World Conclusions Chapter 13 Introduction to Building an Integrated Fundraising Strategy Stephen Love Vervos Shelby Reardon Crave, Mathews, Smith & Company Introduction The Challenges and Opportunities of Modern Fundraising Messaging Fundamentals The Online Environment The Online Experience Preventing the Internet from Being a "Loose Thread" Top-Level Organization Issues Setting Combined Goals The Truth About Donors Online Donation Tools Five Things to Look for in Online Donation Tools Impact of Successful Data Integration on Messaging Weaving the Fabric to Recruit, Cultivate, and Retain Donors Prospecting-Search Engines and Paid Placement Prospecting-E-Mail The Integrated Appeal Online Renewals Conclusion Technology Providers and Resources Glossary Chapter 14 Annual Giving: Acquiring, Cultivating, Soliciting, and Retaining Online Donors By Michael Johnston HJC New Media Goal Setting in Annual Fund Giving The Basics-Your Home Page, Giving Form, and "Catching Eyeballs" The Home Page E-Mail Renewal Rates-The Missing Pillar of Annual Fund Campaigning Online An E-Mail Solicitation Primer Why Monthly Giving Has to Be Emphasized with Online Annual Campaign Fundraising Improving the Fundraising Side of Your Newsletter Best Practices Online Acquisition Strategies The Acquisition Basics Amnesty Spain's eAnnual Fund Plan Goals of Amnesty Spain's eAnnual Fund Strategy Conclusion Chapter 15 Special Events and Sponsorships By Philip King Artez Interactive Diane Sheridan Artez Interactive Power of the Few Measurement Defining the Digital Donor Elite People Give to People High Tech and High Touch Getting Your E-Mails Read: The Power of "From" People with the Right "From Field" Can Raise Money You Need Many Things Can Be an Online Special Event Golf Tournaments Virtual Events Engaging the 30-Somethings What About Smaller Organizations? If You Can't Afford It, Get Someone Else to Pay: The Role of Sponsorship Beyond the Basics Brian's Tips and Tricks New Donors, New Dollars Not a Silver Bullet Sample List of Solution Providers Chapter 16 Seeking Big Gifts Online: Planned Giving and Major Gifts By Michael Johnston HJC New Media Introduction Why Build a Planned Giving Section on a Web Site? What Should Go Into an Online Planned Giving Area? Live Chat Interactivity Major Gifts Online: Helping Board Members Meet Their Personal Goals It's More Than Just a Journey-How ePhilanthropy Should Support Your Capital Campaign Conclusion Getting Planned Gifts Online: A Quick Case Study Chapter 17 Institutional Support: Foundation and Corporate Giving By Bob Carter Ketchum Kristina Carlson FundraisingINFO.com The Internet's Relationship to Institutional Support Finding Corporate Sponsors Plan for Stewardship Before Solicitation Finding Foundation Information Researching Corporations Create a Corporate Profile Philanthropic Information Grant Guidelines and Application Instructions Political Contributions Classifying Foundations Operating Foundations Community Foundations Charitable Trusts Charitable Foundations Securing Grants from Charitable Foundations Step #1-Identify Potential Funders Step #2-Focus Research Step #3-Find a Connection Step #4-Schedule a Meeting Step #5-Prepare a Presentation Step #6-Ask Questions and Listen Step #7-Prepare and Submit Proposal Step #8-Receive the Gift Step #9-Follow Up Looking to the Future Sample Corporate Profile Chapter 18 ePhilanthropy and the Law Bruce R. Hopkins Polsinelli, Shalton & Welter, PC Two Hot Issues Quantifying Activities Import of Links Unrelated Business Activities Business Activities Regularly Carried On Substantially Related Advertising in General Compensation for Advertising Online Corporate Sponsorship Online Storefronts Online Auctions Online Charity Malls Merchant Affiliate Programs Professional and Trade Associations Websites and Rules as to Periodicals Summary Fundraising Regulation Overview of State Law Meaning of Solicitation State Fundraising Regulation and the Internet Charleston Principles Internet Communications Charitable Giving Programs Administration Substantiation Requirements Quid Pro Quo Contribution Rules Vehicle Donation Programs Other Requirements Other Bodies of Law Private Inurement Doctrine Private Benefit Doctrine Intermediate Sanctions Royalty Exception Penalties Privacy Principles Conclusion Chapter 19 Evaluating ePhilanthropy Programs James Greenfield Introduction to Nonprofit Performance Evaluation Internet Support to Public Affairs Management E-Philanthropy Strategies for Marketing and Communications Evaluating e-Philanthropy Marketing and Communications The Challenge of Joint-Cost Accounting Strategies for e-Philanthropy Fundraising Evaluating e-Philanthropy Fundraising Programs Fundraising Cost-Effectiveness and Return on Investment Suggested Guidelines for e-Philanthropy Performance Internet Performance "Watchdogs" Summary Additional Resources Chapter 20 The Future of ePhilanthropy: Final Thoughts Michael Johnston HJC New Media Where We've Come From-A Ten-Year ePhilanthropy Journey September 11th, 2001 and Online Fundraising The Future of New Technology Fundraising The Mall Wireless Devices E-Stewardship The Cellular Phone Italian Experience Putting It All Together-What Can the Future Hold? Putting the Future of ePhilanthropy in Perspective Impact The Human Moment Taking a Harder Look A Way to Decide Which Technologies to test and Adopt for Your ePhilanthopic Future The Amish as a Model for the ePhilanthropist Appendix A" An Amish Inspired Technology Assessment Tool for Nonprofit Organizations Contemplating Online Fundraising
Library of Congress Subject Headings for this publication:
Internet marketing -- Computer network resources.
Nonprofit organizations -- Computer network resources.
Fund raising -- Computer network resources.