Keep Your Donors The Guide to Better Communications and Stronger Relationships

ISBN-10: 0470080396

ISBN-13: 9780470080399

Edition: 2007

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Nonprofit Fundraising Communications: A Practical and Profitable Approach is a comprehensive guide to mastering the strategies and tactics that make fundraising communications profitable by two respected leaders in the profession.
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Book details

List price: $80.00
Copyright year: 2007
Publisher: John Wiley & Sons, Incorporated
Publication date: 11/27/2007
Binding: Hardcover
Pages: 480
Size: 7.25" wide x 10.25" long x 1.25" tall
Weight: 2.2

Preface
Acknowledgments
Beginning at the Beginning: The Context for Everything Else.
Why the Larger Context Matters
Philosophical Framework
This I Believe
Building Community
Building Community Redux
Effective Organization
Key Components of Effective Organizations
Effective Fund Development
In Conclusion
INTERMEZZO #1 Why?
The Red Pants Factor: A Story about the Power of Questioning.
Finding Your Own ''Red Pants Factor''
A Postscript from Black Dress
INTERMEZZO #2 What Do All the Words Mean?
Key Components of Effective Organizations: Part of the Larger Context for This Work.
Adopt an Organizational Development Approach
Limitations of Technical Fundraising
Turning You into an Organizational Development Specialist
What the Organizational Development Specialist Needs to Know
Build a Culture of Philanthropy
Concept of Corporate Culture
Culture of Philanthropy
Meaningful Questions
Personal and Organizational Commitment to Conversation and Questioning, Learning and Change
Learning Organization Theory
Systems Thinking, the Cornerstone of Learning Organizations
Conversation at Work
This Is Hard Work
Value of Research-Your Own and That of Others
Collecting Data from Your Organization
Translating Data into Useful Information
Qualified Opinions Only, Please!
A Curious Conundrum
Corollary of the Curious Conundrum
In Conclusion
What Relationships Are and Why We Have Them: The Art of Human Interaction.
Relationships Are Everything
A Radical Notion
Relationships Require Choice
Types of Relationships in the Nonprofit/NGO Sector
Your Philanthropic Relationships: How Your Organization Relates to Its Donors of Time and Money
Relationships with Other Organizations: How Your Organization Relates to Other Community Organizations
Relationships within Your Organization: How the Various Parts of Your Organization Relate
Advocacy and Public Policy Relationships: How Your Organization Promotes Public Policy that Fosters Healthy Communities
Relationships Are Definitely Not Transactions
Do Donors Really Want Relationships?
Watch a Good Relationship Builder
Key Concepts in Relationship Building
Sincerity
Closeness and Boundaries
Diversity and Cultural Competence
Values
Dynamism and Change
In Conclusion
A Values and Mission of the Equity Action Fund at The Rhode Island Foundation
Five Rather Deadly Sins: Warnings about Relationships and Solicitation.
Sin #1: Separating Fund Development from Philanthropy
Sin #2: Treating Giving as a Financial Transaction Rather than an Emotional Act
Are You Treating Your Donors like Automatic Teller Machines?
Sin #3: Trespassing on Personal and Professional relationships. Please Promise that You Won't!
How Do Your Board Members Feel?
But Lots of Organizations Do This and We Need the Money!
Sin #4: Universalizing Your Own Passion. Instead, Find Theirs-or Leave Them Alone and Move On!
Sin #5: Asking Prematurely
More Visibility Does Not Produce More Gifts
Ensuring Visibility with Your Prospects and Donors
Don't Solicit Unless You Know that The Person Knows Your Organization
Not Sins but Certainly Worries
Are You Worried about Donor Fatigue?
Are You Worried about All That Competition for the Same Donors?
In Conclusion
INTERMEZZO #3 Direct Mail and Relationship Building
Eight Steps to Develop and Nurture Relationships: It's What I'm Buying that Counts.
Developing Your Relationship-Building Program
Steps in Relationship Building
Step #1: Identify the Predisposed
Step #2: Get to Know the Predisposed
Step #3: Understand Their Interests and Disinterests, Their Emotions, and Their Motivations and Aspirations
Step #4: Identify What You Have in Common and Define the Mutually Beneficial Exchange
Step #5: Nurture the Relationship to Develop Commitment
Step #6: Evaluate Interest and Readiness for the Request
Step #7: Ask and Thank
Step # 8: Monitor Progress and Measure Results
In Conclusion
A Evaluating Prospect Interest, Readiness, and Capacity and Designing the Ask
Identify the Predisposed: Finding New Prospects for Your Organization.
Who Are the Predisposed?
Introducing the Concept
But What If They Are Reluctant?
Fund Development Professionals Help Organizations
Identify the Predisposed
Collect and Analyze Public Lists
Listen to Your Friends and Colleagues
Host Cultivation Gatherings
Creating Opportunities for People to Self-Identify as Predisposed
How the Women's Fund Uses These Four Steps
Building Relationships
In Conclusion
A Learning about People Through Conversation
Understanding the Fundamentals of Marketing and Communications: The Right Message to the Right Person at the Right Time.
Communications: For Many, It's All They Know of You
Fund Development Is a Type of Marketing, and Uses the Same Methods
It's Not What You're Selling, It's What They're Buying
Targeting: How You Find Needles in a Haystack
Segmentation: How You Increase Penetration Of A Target Market
Frequency and Reach
What Is Branding?
In Conclusion
Emotions: The Decision Makers.
Introduction
Orbitofrontal Damage and Its Implications for Fundraisers
Emotional Triggers: An Introduction
Up to 135 Triggers to Choose From
Emotional Twinsets: Raise the Problem, Be the Solution
In Conclusion
A W. Gerrod Parrott's List of Emotions
Relationship Building: Details about Steps #3 and #5: Getting to Know You.
Step #3 in the Relationship-Building Process
Getting Started
Keep Going!
What Kind of Information Do You Want to Know?
A Few Strategies for Getting to Know Your Donors and Prospects
A Reminder about Step #4
Step #5: Nurture the Relationship to Development Commitment
Role of Customer Service
Some Preliminary Thoughts about Cultivation
Creating Opportunities for Connection
Ways of Making Emotions Tangible and Expressing Feelings
Cultivation as a Community-Building Process
Ideas for Nurturing Relationships
Using Incentives to Nurture Relationships
Using an Individual to Cultivate a Particular Relationship
Debrief after Cultivation
In Conclusion
Building Relationships with Your Constitutents
Member Survey of the Audubon Society of Rhode Island
E-Mail Survey from the Audubon Society of Rhode Island
Women's Fund of Rhode Island Marking Milestones Brochure
Creating Your Relationship-Building Plan: Write It Down.
Good Process Produces the Best Results
Plan Practicalities
A Different Approach
In Conclusion
Planning Donor Communications: Staying in Touch.
Introduction
Writing a Plan
Building an Annual Donor/Media Communications Calendar on the Schwartz Plan
In Conclusion
Characteristics of Effective Communications: How the Sausage Gets Made.
Action is the Objective. Reading Is Optional
An Honest-to-Goodness Secret to Success: Write a Creative Brief First
There's an Onslaught, and You're Part of the Problem
You're Selling Feelings, Especially Hope
You're Selling a Feeling of Importance, Too
Interest Me
How to Interest Donors and Prospects: The Big Four
How to Interest Anyone: Four Chances to Win
Self-Interest: Why Greed Is Good
Make Offers
Passing the ''You'' Test
Don't Talk So Much about What You Do. Talk about Why It Matters
Have Themes
You've Heard of ''Values Voters''? Meet ''Values Givers''
In Conclusion
INTERMEZZO #4 What's the Role of a Fundraiser?
Are You Really Donor-Centered? Are Your Donors Truly Loyal? Why Building a Better Mousetrap Doesn't Work Unless Your Donors Are Mice
Some Facts about Donor Retention
Donor-Centrism: The New Old Thing
Acquisition Is Easy. Retention Is Tough
''Donor-Centric'' Is Another Way of Saying "Building Trust"
Why Donor-Centered? Shouldn't Mission Be at the Center?
Simple Demands of Donor-Centricity
Donor Loyalty and Donor-Centrism: Inextricably Linked
What Is Loyalty?
Passive Loyalty
Active Loyalty
Lifetime Value
Are Donors Loyal to Your Organization or to the Cause You Represent?
Current Donors Come First
Helping Your Donors Dream
It's Relationship Building, It's Not Education
Engaging Donors with a Targeted Gift
Acquiring a New Donor
You're Invading Their Privacy
Many Nonprofits Cannot Afford Bulk Direct Mail Acquisition Anyway
Create an Exclusive Program to Bond with First-Time Donors
Your Organization Can Speak Out-But Does It?
In Conclusion
Telling a Story: Then What Happened?
Why Tell Stories?
What Is a Story?
Fundraising Stories Report Results, without Lingering on Your Inner Workings
Anecdotes versus Statistics: Which Are Better?
Handling the Trophy Statistic
Use Statistics like a Spear
Have Themes, Then Tell Stories that Illustrate Those Themes
What Makes a Story Work? Sensory Detail
In Conclusion
Communications and Social Styles: Did You See What I Mean?
Everything but the Words
What Does ''Social Style'' Mean?
Assertiveness and Responsiveness Come First
Assertiveness: Measuring How Others See You as You Try to Influence Their Thoughts and Actions
Responsiveness: Measuring How Others See You as You Express Your Feelings
What's Your Social Style?
Are You Comfortable? Are Others?
Are You Versatile?
A Few Caveats
In Conclusion
Conversation Nurtures Relationships: Asking Questions to Learn More.
A Quick Aside: Questions Related to Solicitation
Purpose of This Conversation
Honoring Conversation
Active Listening
Listening . . . Sort Of
Observing
Genuine Inquisitiveness
Starting a Conversation: Why Talking about the Weather Is Good
What Is Important to Those in Your Relationships?
Here's a Framework That Might Help You Discern What's Important
Your Donors and Your Mission
Ask Your Donors Why
Ask Questions about Your Organization Specifically
Ask Questions about Your Cause
Ask About Their Giving Habits
Find Out Their Values and Beliefs
Conversation with Donors at the Rhode Island Foundation
In Conclusion
The Case for Support: Why Should Anyone Give You Money?
Introduction
Preliminary Steps
A Good Case Is, at Heart, an Inspiring Tale
What Kinds of Information to Collect? A Checklist
Building a Case in a Single Meeting
Why Does Your Organization Do What It Does?
What Have You Accomplished?
Why Is Your Organization the Best Organization to Do This Work?
What Do You Do?
How Do You Hold Yourself Accountable?
Who Are Your Target Audiences?
Which Emotional Triggers Would Move Your Target Audience(s) to Act?
Going from A to B: Answering Three Basic Questions
Why Us?
Why Now?
Why You?
Types of Case Statements
Internal Case
Feasibility, Planning, or Draft Case
Public Case
In Conclusion
Thoughts about Creating a Case for Support
Housatonic Youth Service Bureau:
Volunteers in Providence Schools: Case Statement for Operations
Audubon Society of RI: Internal Case for Donor Support
Talking Points: HousingWorks RI 2006
The Donor Newsletter: How You Cultivate (i.e., Retain) Donors.
Introduction
What the Research Says about Donor Newsletters
What Do Donors Want from Your Newsletter?
Seven Common Flaws that Undermine Donor Newsletters: A Checklist
Flaw #1: Doesn't Deliver News that Donors Care About
Flaw #2: Doesn't Put the Donor Center Stage
Flaw #3: Isn't Very Friendly
Flaw #4: Skimps on Emotional Triggers
Flaw #5: Doesn't Tell Stories
Flaw #6: Expects People to Read in Depth
Flaw #7: Doesn't Have Real Headlines
The Flaw You Fix First: Headlines
How to Find the Story Behind the Headline
Electrons or Paper? High-Performance E-Mailed Newsletters
Your E-Newsletter's Subject Line Makes All the Difference
Electrons and Paper: Other Advantages of E-Newsletters
E-Newsletters Must Be Opt-in
Fast, Easy, Still on Paper: The ''Newsyletter''
Simplicity Itself: A Proven Formula for a Donor Newsyletter
In Conclusion
Boys & Girls Club of Pawtucket Newsletter
Example 1: Women's Fund of Rhode Island Newsyletter
Example 2: Women's Fund of Rhode Island Newsyletter
The Web Site Home Page: Click. Search. Do. Read?
Not So Much
Why Web Sites Are Completely Different
Is Your Home Page Ready for Newcomers?
Getting Off on the Right Foot: The Importance of a Tagline
What Must Be on the Home Page, Krug Says
In Conclusion
Tips for Writing: Think First. Write Later.
Introduction
Your Fifth-Grade Teacher Was Right: Outline
An Easy Way to Outline: Ask Yourself Questions First
Know the Point of Your Story and Start There
Write about Benefits, Not Features
Write Less
Write for Speedy Reading
Beginning with a History Lesson, and Other Common Flaws
In Conclusion
Readability: Visual Aspects of Good Communications.
Welcome, Browsers!
How We Look
From Gutenberg to Wheildon
Anatomy of a Failed Annual Report
In Conclusion
Monitoring Progress and Measuring Results: How Effective Are Your Communications?
''Is It Working?'' How to Measure Your Results
Measuring the Unmeasurable
Get Your Thoughts in Order Before You Begin to Write: A Checklist
Evaluating Your Donor Newsletter: Eight Tests
Measuring the Effectiveness of Public Relations
Standards for E-Mail Solicitations
In Conclusion
Monitoring Progress and Measuring Results: How Good Is Your Relationship-Building Program?
Why Evaluation Matters
Deciding What to Measure
Measuring Performance and Evaluating Results
A Practical Example
A Suggestion for Measuring Some of Your Qualitative Results
Analyzing and Interpreting Evaluation Results
Communicating Evaluation Results
Possible Performance Measures for Relationship Building
From the Prospect/Donor Perspective
What You Do to Nurture Relationships
Charitable Giving Measures that Reflect Donor Loyalty
Monitoring Progress
In Conclusion
INTERMEZZO #5 You and Your Organization: Sprinting into the Future
Coda: Philanthropy's Moral Dilemma.
Politics of Power in Philanthropy
Moral Dilemma Facing Philanthropy
Power, the Silent Haunting
Privilege, the Driving Nature of Power
Understanding the Two Types of Philanthropy
Tradition Dominates
Have You Noticed: The Less Social Justice We Have, the More Philanthropy We Need?
We Are Complicit
Philanthropy as a Democraticizing Act
Attacking the Moral Dilemma
In Conclusion
Questions about Privilege and Power
Joyaux's Concept of Enabling Functions, Skills, and Attitudes
Basic Principles of Fund Development
Resources
Index
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