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• PREFACE
• 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
• Summary
• Discussion Questions
• References
• CHAPTER THREE: FUNDRAISING ETHICS
• Objectives
• Introduction
• What Is Ethics?
• Pressure in Fundraising: An Ethical Case
• Normative Fundraising Ethics
• Summary
• Discussion Questions
• References
• CHAPTER FOUR: INDIVIDUAL GIVING BEHAVIOR
• Objectives
• Introduction
• Who Gives?
• Motivation
• Self-Interest Versus Altruism
• Definition of Donor Behavior
• Modeling Donor Behavior
• Attention
• Perception
• Emotion
• Knowledge
• 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
• Case for Support
• Tactical Plans
• Selection of an Appropriate Planning Framework
• Summary
• Discussion Questions
• References
• CHAPTER EIGHT: CASE FOR SUPPORT
• Objectives
• Introduction
• Summary
• Discussion Questions
• References
• CHAPTER NINE: ASSESSING FUNDRAISING PERFORMANCE
• Objectives
• Introduction
• Aggregate Fundraising Ratios
• Conducting a Fundraising ROI Analysis
• Other Measures of Performance
• Benchmarking Fundraising Cost
• Sector Benchmarking Initiatives
• Making 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
• The Digital Giving Index
• A Digital Communications Mix
• Search Engine Optimization
• International Fund for Animal Welfare (IFAW) Microsite: 300,000 Actions for 300,000 Seals
• Viral Marketing
• Case Study: Kiva
• Website Design
• Mobile Technology
• Donation Processing
• Summary
• 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 Is Loyalty?
• Recruiting the Right People
• Building Donor Loyalty
• Planning for Retention
• Relationship Fundraising
• Relationship Fundraising 2.0
• 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
• Qualification
• Summary
• Discussion Questions
• References
• CHAPTER FIFTEEN: BEQUEST, IN MEMORIAM, AND TRIBUTE GIVING
• Objectives
• 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
• History
• Why Do Corporations Give?
• Forms of Business Support
• Whom 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
• Building Relationships
• The Grant Cycle
• International Funding
• Summary
• Discussion Questions
• References
• CHAPTER NINETEEN: FUNDRAISING EVENTS
• Objectives
• Introduction
• A Typology of Events
• Anatomy of an Event
• Evaluating Fundraising Events
• 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: LEADING FUNDRAISING TEAMS
• Objectives
• Introduction
• Trait Theory
• Behavioral Theories
• Contingency Theory
• Contemporary Leadership Theories
• Summary
• Discussion Questions
• References
• CHAPTER TWENTY-TWO: MANAGING PUBLIC TRUST AND CONFIDENCE
• Objectives
• Introduction
• Public Trust and Confidence
• Building Trust in the Sector
• Growing Confidence in the Nonprofit Sector
• Building Trust in Organizations
• Building Confidence in the Organization
• Summary
• Discussion Questions
• References
• NAME INDEX
• SUBJECT INDEX
• EULA