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• COVER
• TABLE OF CONTENTS
• TITLE PAGE
• COPYRIGHT
• DEDICATION
• FIGURES AND TABLES
• Figures
• Tables
• PREFACE
• References
• ACKNOWLEDGMENTS
• THE AUTHORS
• CHAPTER ONE: INTRODUCTION TO THE NONPROFIT SECTOR
• Objectives
• Introduction
• A “Third” Sector
• A Tax-Based Definition
• A Structural-Operational Definition
• Size and Economic Significance of the Nonprofit Sector
• Sources of Income
• Philanthropic Income
• Summary
• Discussion Questions
• References
• CHAPTER TWO: THE DEVELOPMENT OF A PROFESSION
• Objectives
• Introduction
• Early American Fundraising
• The Great Philanthropists
• Key Historical Figures
• Toward a Profession
• Looking to the Future
• So Who Are Our Fundraisers?
• Retaining Fundraisers
• Summary
• Discussion Questions
• References
• CHAPTER THREE: THE ETHICS OF PROFESSIONAL FUNDRAISING
• Objectives
• Introduction
• Ethics 101
• Fundraising Ethics
• Applying Normative Fundraising Ethics in Practice
• Summary
• Discussion Questions
• References
• CHAPTER FOUR: INDIVIDUAL GIVING BEHAVIOR
• Objectives
• Introduction
• Who Gives?
• Motivation
• Self-Interest Versus Altruism
• Emotions as Motives
• The Role of Empathy
• The Role of Values
• Modeling Donor Behavior
• Attention
• Perception
• Emotion
• Knowledge And Memory
• Attitudes
• Donor Decision Making
• Feedback
• Alternative Models
• Summary
• Discussion Questions
• References
• CHAPTER FIVE: SOCIAL INFLUENCES ON GIVING
• Objectives
• Introduction
• A Social Giving Model
• Societal Environment
• Social Environment
• Summary
• Discussion Questions
• References
• CHAPTER SIX: FUNDRAISING PLANNING: THE FUNDRAISING AUDIT
• Objectives
• Introduction
• A Planning Framework
• The Fundraising Audit
• Analytical Tools
• Fundraising Metrics
• Conducting an Audit in a Small Nonprofit
• The SWOT Analysis
• Summary
• Discussion Questions
• References
• CHAPTER SEVEN: FUNDRAISING PLANNING
• Objectives
• Introduction
• Setting Fundraising Objectives
• Key Strategies
• Overall Direction
• Market Segmentation: Segmenting Individual Donor Markets
• Segmenting Business Markets
• Targeting
• Positioning Strategy
• Branding
• Case for Support
• Tactical Plans
• Budget
• Scheduling
• Monitoring and Control
• Selection of an Appropriate Planning Framework
• Summary
• Discussion Questions
• References
• CHAPTER EIGHT: ARTICULATING THE CASE FOR SUPPORT
• Objectives
• Introduction
• Storytelling
• Summary
• Discussion Questions
• References
• CHAPTER NINE: ASSESSING FUNDRAISING PERFORMANCE
• Objectives
• Introduction
• Aggregate Fundraising Ratios
• Conducting a Fundraising ROI Analysis
• Other Performance Measures
• Benchmarking Fundraising Cost
• Sector Benchmarking Initiatives
• Taking Investment Decisions
• Accounting for Risk
• Making the Case for Investment
• Summary
• Discussion Questions
• References
• CHAPTER TEN: DIRECT RESPONSE FUNDRAISING
• Objectives
• Introduction
• Cornerstones of Direct Response
• Acquisition Planning
• Setting Recruitment Objectives
• Segmentation
• Profiling
• Targeting
• Media Selection and Planning
• Two-Step Campaigns
• The Nature of the Fundraising Message
• Fulfillment
• Budgeting Control and Evaluation
• Summary
• Discussion Questions
• References
• CHAPTER ELEVEN: DIGITAL FUNDRAISING
• Objectives
• Introduction
• Key Sources of Information
• A Digital Fundraising Mix
• Search Engine Optmization (SEO)
• Digital Public Relations
• Display Advertising
• Opt-In Email
• Viral Marketing
• Website Design and Optimization
• Giving Page Design
• Mobile
• Conclusion
• Discussion Questions
• References
• CHAPTER TWELVE: SOCIAL MEDIA
• Objectives
• Introduction
• The Major Players
• Other Social Networks
• Developing a Strategy
• Formulating a Content Strategy
• Integrating Your Approach
• Leveraging Fans, Followers, and Influencers
• Algorithms and Getting Your Content Seen
• Measuring the Effectiveness of Your Social Media Efforts
• Safeguarding Contacts
• Summary
• Discussion Questions
• References
• CHAPTER THIRTEEN: DONOR RETENTION AND DEVELOPMENT
• Objectives
• Introduction
• What Do We Mean By Loyalty and Retention?
• Recruiting the Right People
• Building Donor Loyalty and Retention
• Planning for Retention
• Relationship Fundraising
• Calculating Donor Value
• Segmenting for Growth
• Loyalty Metrics
• Summary
• Discussion Questions
• References
• CHAPTER FOURTEEN: MAJOR GIFT FUNDRAISING
• Objectives
• Introduction
• Characteristics of Major Givers
• Motives of Major Givers
• Major Donor Recruitment
• Summary
• Discussion Questions
• References
• CHAPTER FIFTEEN: BEQUEST, IN MEMORIAM, AND TRIBUTE GIVING
• Objectives
• Introduction
• Estate Planning
• Who Leaves Bequests?
• Why Do People Give?
• Legacy-Specific Motives
• Soliciting Bequests
• Talking the Language of Bequest
• Stewarding Bequest Donors
• Systems and Processes
• In-Memory Giving
• Summary
• Discussion Questions
• References
• CHAPTER SIXTEEN: PLANNED GIVING
• Objectives
• Introduction
• Planned Giving Vehicles
• Donor Motivation
• Soliciting Planned Gifts
• Planned Gift Donor Stewardship
• Planned Gift Donor Appreciation
• Managing the Planned Giving Function
• Summary
• Discussion Questions
• References
• CHAPTER SEVENTEEN: CORPORATE GIVING AND FUNDRAISING
• Objectives
• Introduction
• Why Do Corporations Give?
• Forms of Business Support
• Who to Ask?
• The Benefits and Pitfalls
• Fundraising Planning
• Summary
• Discussion Questions
• References
• CHAPTER EIGHTEEN: GRANT FUNDRAISING
• Objectives
• Introduction
• Definitions and Categories
• Foundation Funding Trends
• Preparation and Planning
• Foundation Research
• Prioritizing Effort
• Initial Contact
• The Application/Proposal
• Theory of Change
• Building Relationships
• The Grant Cycle
• International Funding
• Summary
• Discussion Questions
• References
• CHAPTER NINETEEN: FUNDRAISING EVENTS
• Objectives
• Introduction
• Summary
• Discussion Questions
• References
• CHAPTER TWENTY: MANAGING FUNDRAISING VOLUNTEERS
• Objectives
• Introduction
• Formal Versus Informal Volunteering
• Volunteer Recruitment
• Retention Strategies
• Program Evaluation
• Summary
• Discussion Questions
• References
• CHAPTER TWENTY-ONE: GREAT FUNDRAISING
• Objectives
• Introduction
• What Drives Fundraising Success?
• Leadership Styles in Fundraising
• Leadership and Great Fundraising
• The Focus of Great Fundraising Leadership
• A Final Word on Donor Centricity
• Discussion Questions
• References
• NAME INDEX
• SUBJECT INDEX
• END USER LICENSE AGREEMENT