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Nonprofit Fundraising 101


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About the Book xvii Acknowledgments xxv Foreword: Discovering What It Means to Be a Fundraiser xxvii Lynne Twist, author of The Soul of Money: Reclaiming the Wealth of Our Inner Resources PART 1: Planning for Success and Preparing Your Team 1 Chapter 1 Creating a Fundraising Plan 3 Interviewee: Andrea McManus, president of The Development Group Insets: Dispelling the Overhead Myth; Sample Fundraising Plan Chapter 2 Hiring and Training Development Staff 13 Interviewee: Missy Sherburne, cheif partnerships officer at Inset: Get Your Executive Director to Love Fundraising with Brian Gougherty, director of major gifts at Worldreader Chapter 3 Engaging Your Board 25 Interviewee: Lisa Hoffman, fundraising and board development consultant Chapter 4 Volunteer Fundraising 37 Interviewee: Simon Tam, director of marketing at Oregon Environmental Council Case Study: APANO PART 2: Building Your Toolkit and Tracking Progress 45 Chapter 5 Prospecting and Donor Research 47 Interviewee: Helen Brown, co-author of Prospect Research for Fundraisers: The Essential Handbook and president of the Helen Brown Group Chapter 6 Donor Databases and CRM 57 Interviewees: Suzanne DiBianca, president and co-founder of Foundation, and Peggy Duvette, director of social impact at NetSuite Chapter 7 Measuring Impact: Data, Stories, and Organizational Dashboards 65 Interviewee: Stever MacLaughlin, director of analytics at Blackbaud Inset: Outputs Versus Outcomes Case Study: charity: water with Kaitlyn Jankowski, supporter experience manager at charity: water PART 3: Individual Donors 77 Chapter 8 Grassroots Fundraising: Building Your Donor Pyramid 79 Interviewee: Kim Klein, author of Fundraising for Social Change and principal of Klein & Roth Consulting Inset: Don't Be Afraid to Dream Big Chapter 9 Major Donors: Building Relationships, Making the Ask, and Stewardship 87 Interviewee: Kay Sprinkel Grace, author of Beyond Fundraising and fundraising consultant Inset: Tracking Major Donors in Databases Chapter 10 Direct Mail: The Ins and Outs 99 Interviewee: Mal Warwick, author of Revolution in the Mailbox and founder and chairman of Mal Warwick | Donordigital Chapter 11 Year-End, Annual Appeals, and Membership Campaigns 107 Interviewee: Farra Trompeter, vice president at Big Duck and vice chair of the board at NTEN Inset: Sample Year-End Campaign Calendar Chapter 12 Event-Based Fundraising 117 Interviewees: Tracy Kosolcharoen, marketing manager at Eventbrite, Daniel Lurie, CEO and founder of Tipping Point Community, and Jen Pitts, managing director of communications, events, and development at Tipping Point Community Inset: Van Jones' Live Ask Recipe with Van Jones, CNN correspondent and president and co-founder of Dream Corps Chapter 13 Runs, Walks, and Rides: Community-Based Fundraising 133 Interviewee: Jeff Shuck, founder and CEO of Plenty Case Study: Kyra Millich, volunteer fundraiser Chapter 14 Fundraising Across the Generations: Millennials, Baby Boomers, and More 143 Interviewees: Alia McKee, principal of Sea Change Strategies, and Derrick Feldmann, president and founder of Achieve Inset: The Generations: What Fundraisers Need to Know PART 4: Online Fundraising 153 Chapter 15 Maximizing Website Donations 155 Interviewee: Caryn Stein, vice president of communications and content at Network for Good, and editor of The Nonprofit Marketing blog Case Study: Mercy House, by CommitChange Chapter 16 Fundraising with Email 165 Interviewee: Kivi Leroux Miller, author of The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause and president of Inset: Email Cheat Sheet, by CommitChange Chapter 17 Social Media and Crowdfunding for Your Cause 175 Interviewees: Beth Kanter, author of The Networked Nonprofit and blogger, and John Haydon, author of Facebook Marketing for Dummies and founder of Inbound Zombie Inset: P.O.S.T. to Social Media Social Media Case Study: The ALS Ice Bucket Challenge with Lance Slaughter, chief chapter relations and development officer at the ALS Association Appendix Practical Tips for Key Social Media Platforms 189 Crowdfunding Case Study: RE-volv, with Andreas Karelas, founder and executive director at REV-volv Chapter 18 Mobile Fundraising 195 Interviewees: Heather Mansfield, author of Mobile for Good: A How-To Fundraising Guide for Nonprofits and principal blogger at Nonprofit Tech for Good, and Tanya Urschel, nonprofit vertical manager at PayPal Insets: Planning for Success: Th e Mobile Matrix (TM) by Sparrow: Mobile for All; Text-to-Give PART 5: Foundations 205 Chapter 19 Research, Getting in the Door, and Securing an Invitation to Apply 207 Interviewees: Tori O'Neal McElrath, author of Winning Grants Step by Step and founder of O'Neal Consulting Services, and Leeanne G-Bowley, manager of capacity and leadership development at Foundation Center and artistic and executive director at In-Sight Dance Company Insets: The Diff erent Kinds of Foundations; Types of Grants Chapter 20 Government Grants 221 Interviewee: Joshua Sheridan Fouts, executive director at Bioneers Inset: Where to Find Government Grants Chapter 21 Writing a Winning LOI and Proposal 227 Interviewees: Susan Fox, co-author of Grant Proposal Makeover: Transform Your Request From No to Yes and fundraising consultant, and Jane C. Geever, author of Th e Foundation Center's Guide to Proposal Writing and founder of J.C. Geever Chapter 22 Tracking Progress and Reporting Back 235 Interviewee: Beverly Browning, author of Grant Writing for Dummies and vice president of grant writing services at eCivis Inset: Logic Models PART 6: Corporate Support 243 Chapter 23 Sponsorships 245 Interviewee: Maureen Carlson, president of GoodScout Inset: Sponsorship Proposal Template Chapter 24 Cause Marketing Partnerships 255 Interviewees: David Hessekiel, co-author of Good Works and president of Cause Marketing Forum, and Joe Waters, author of Cause Marketing for Dummies and founder of Selfish Giving Inset: Cause Marketing Proposal Tips Chapter 25 In-Kind Fundraising and Media Sponsorship 265 Interviewee: Gayle Samuelson Carpentier, chief business development officer at TechSoup Global PART 7: Unlocking Social Enterprise 273 Chapter 26 Earned Income Strategies 275 Guest Contributor: Rick Aubry, professor of social enterprise at Tulane University and founder of Rubicon Programs Social Enterprise Case Study: Grow Dat Afterword: Finding Your Path 287 Premal Shah, president and co-founder of Closing Thoughts 291 Book Partners 295 About the Authors 317 Index 319

About the Author

DARIAN RODRIGUEZ HEYMAN is an accomplished fundraiser, social entrepreneur, and author. His work "helping people help" started during his five-year tenure as Executive Director of Craigslist Foundation, where he launched their Nonprofit Boot Camp. He edited the bestselling book, Nonprofit Management 101: A Complete and Practical Guide for Leaders and Professionals (Wiley), after which he co-founded the global conference series Social Media for Nonprofits. He also co-founded Sparrow: Mobile for All and served as a Commissioner for the Environment for the City & County of San Francisco. He is a frequent keynote speaker at nonprofit, fundraising, youth leadership, and environmental events around the globe and thrives on connecting social change leaders to the best practices, resources, and contacts needed to maximize impact.

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