Nonprofit Internet Strategies : Best Practices for Marketing, Communications, and Fundraising Success

by Hart, Ted; Greenfield, James M.; Johnston, Michael

• ISBN13: 9780471691884
• ISBN10: 0471691887
• Format: Hardcover
• Copyright: 2005-03-14
• Publisher: WILEY

Summary

"Nonprofit Internet Strategies offers every charitable organization the opportunity to analyze their options and select the appropriate strategy to integrate traditional marketing, communications, and fundraising practices with their online efforts. It is an excellent how-to guide--a practical manual for nonprofit staff written in non-technical language--prepared by experts in the field based on real-life experiences and case studies.

Author Biography

TED HART is founder and President of the international ePhilanthropy Foundation (ephilanthropy.org), headquartered in Washington, D.C., and dedicated to fostering the ethical use of the Internet for philanthropic purposes.

JAMES M. GREENFIELD, ACFRE, FAHP, has served, since 1962, as a fundraising executive to three universities and five hospitals on both the east and west coasts of the United States and in between. He retired from Hoag Memorial Hospital Presbyterian in 2001 after fourteen years as senior vice president of resource development and executive director of the Hoag Hospital Foundation.

MICHAEL JOHNSTON is an expert in fundraising and helping nonprofit agencies maximize the benefits they get from using the Internet. He has worked with more than a hundred nonprofit organizations ranging from hospitals to third-world development organizations and peace and disarmament groups, in Canada, the United States, and the U.K.

Table of Contents

Foreword .

Introduction.

Chapter 1. ePhilanthropy Strategy: Where Relationship Building, Fundraising, and Technology Meet (Ted Hart).

Chapter 2. It All Begins with Strategy: Using the Internet As a Strategic Tool (Anthony J. Powell).

Chapter 3. Multi-Channel Marketing (Marcelo Iñarra Iraegui).

Chapter 4. Staffing ePhilanthropy (Tim Mills-Groninger).

Chapter 5. Integrating Online and Offline databases to Serve Constituents Better (Jeff Gignac & Pamela Gignac).

Chapter 6. Online Community Building (George Irish).

Chapter 7. Building Successful Online Communities (Sheeraz Haji).

Chapter 8. Building Your Brand Online (Jason Mogus & Pattie LaCroix).

Chapter 9. Inspiring Donors Online: How Your Message Can Make People Feel Extraordinary (Todd Baker).

Chapter 10. Online Advocacy—How the Internet is Transforming the Way Nonprofits Reach, Motivate, and Retain Supporters (Vinay Bhagat).

Chapter 11. Volunteer Recruitment and Management (Alison Li).

Chapter 12. e-Stewardship or E-VRM (Electronic Visitor Relationship Management): Building and Managing Lasting and Profitable Relationships Online (Jason Potts).

Chapter 13. Introduction to Building an Integrated Fundraising Strategy (Stephen Love & Shelby Reardon).

Chapter 14. Annual Giving: Acquiring, Cultivating, Soliciting, and Retaining Online Donors (Michael Johnston).

Chapter 15. Special Events and Sponsorships (Philip King & Diane Sheridan).

Chapter 16. Seeking Big Gifts Online: Planned Giving and Major Gifts (Michael Johnston).

Chapter 17. Institutional Support: Foundation and Corporate Giving (Bob Carter & Kristina Carlson).

Chapter 18. ePhilanthropy and the Law (Bruce R. Hopkins).

Chapter 19. Evaluating ePhilanthropy Programs (James Greenfield).

Chapter 20. The Future of ePhilanthropy: Final Thoughts (Michael Johnston).