Donor Cultivation and the Donor Lifecycle Map, + Website A New Framework for Fundraising

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2013-11-18
  • Publisher: Wiley

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A fresh look at fundraising that depends upon the donor lifecycle, resulting in increased financial resources over time and a more stable bottom line for nonprofits

A guide to better and more strategic fundraising, Donor Cultivation and the Donor Life Cycle Map presents the donor lifecycle map, which is circular in form, revealing how the convergence of the two subject matters—cultivation and the lifecycle map—can lead to better and more strategic fundraising. Author Deborah Kaplan Polivy specifically addresses the topic of cultivation and how, when focused over the donor lifecycle, it can become a logical and focused activity for obtaining increasingly large gifts.

  • Step-by-step guidance and practical tools for understanding and making the most of the donor lifecycle
  • Coverage includes Introduction to Donor Cultivation, Defining Donor Cultivation, Donor Cultivation Tools and the Donor Lifecycle: How and Where They Intersect, and Impediments to the Implementation Process
  • Features a companion website with a variety of online tools to help readers implement key concepts
  • Part of the Wiley Nonprofit Authority Series

Donor Cultivation and the Donor Life Cycle Map seeks to change the perspective from transactional fundraising to recurring fundraising, beginning with the first donation and extending to the very last—an endowment that keeps on giving even after death.

Author Biography

Deborah Kaplan Polivy, PhD, Fundraising Consultant
"Thank you for what I thought was the best donor cultivation presentation that I've ever heard. It was very clear that you had real-life examples from the wealth of experience you shared with us," wrote one Jewish Federation president after listening to Deborah Kaplan Polivy.

Deborah began her professional career at Allied Jewish Community Services in Montreal, Quebec, and then helped establish two successful Jewish Federation foundations and also served as the Director of Total Financial Resource Development for the New Haven Federation. She was the Director of Development of Goodspeed Musicals, the originator of Annie. She has served as a research associate at Yale University's Program on Nonprofit Organizations where she conducted studies on the United Way and corporate charitable payroll deduction programs. She has taught at McGill University, Smith and Trinity (Hartford) colleges, and has published numerous articles on fundraising and the nonprofit sector.

As a consultant, she has participated in several successful solicitations and trained many fundraising professionals on how to succeed in their positions, and she has led numerous workshops on the Role of the Board, particularly as it relates to fundraising. While she addresses all kinds of resource development, her specialty is endowment, and one of her favorite articles is "Annual Gift, Endowment Gift, or Both?," which appeared in Planned Giving Today. She has consulted with numerous organizations representing various fields of service. Her doctoral degree is from The Heller School for Social Policy and Management at Brandeis University, and her website is www.deborahpolivy.com.

Table of Contents




Introduction Why I Am Interested in Donor Cultivation

And So This Book

Chapter 1 Defining Donor Cultivation
What Does Donor Cultivation Mean and What Is Its Relationship to the Donor Lifecycle Map?

The Donor Lifecycle Map

Why Focus on All Three Goals of Cultivation?

The Life Cycle Map as a Framework for Thinking about Donor Cultivation

In Summary

Chapter 2 Increasing Donor Diversity
How to Use the Donor Lifecycle Map and Cultivation Goals to Increase Diversity in a Fund Raising Portfolio

Increasing Diversity Decreases Risk

Illustrating the Numbers

In Summary

Chapter 3 Building a Foundation
Identifying the Mission to Create a “Case” for Giving

Highlight the Mission and How to Achieve It

Take Advantage of a Strategic Plan

Build a Top Notch Back Room

In Summary

Chapter 4 Utilizing Personal Donor Cultivation Tools

Personal Donor Cultivation Tools

In Summary

Chapter 5 Applying Nonpersonal Donor Cultivation Tools

Nonpersonal Donor Cultivation Tools

In Summary

Chapter 6 The Intersection of Donor Cultivation Tools and the Donor Lifecycle Map

Cultivation Tools for Obtaining the First Gift

Cultivation Tools for Obtaining the Second Gift

Moving Second Gift to Second Year Active

Multi-Year Active

Major or “Stretch” Giving

Ultimate Giving

In Summary

Chapter 7 Determining Priorities among Donors

The Donor Pyramid



In Summary

Chapter 8 Impediments to Change

In Summary

Chapter 9 An Experience in Effecting Change
An Interview with Robert Altman, President and CEO WMHT, Public Television and Radio

A Little Background Information

The Interview

In Summary

Chapter 10 (Re)engaging Lapsed Donors (Sarah Clifton)

Why Do Donors Stop Giving?

The Three Reasons Donors Stop Giving

How to Identify the Reason for Stopping Support

Classifying Lapsed Donors

Developing an Effective Reactivation Program

Applying the Proper Tools

Who Should Reactivate the Donor and How?

In Summary: Identifying and Reactivating Ultimate Giving Prospects

Chapter 11 The Donor Lifecycle Map and Cultivation Tools
An Operational Framework for Total Financial Resource Development

Feasibility of Effecting Change

People Use Tools

In Summary

About the Author

About the Companion Website


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