Nonprofit Internet Strategies: Best Practices for Marketing, Communications, and Fundraising Success -- contents -- foreword -- introduction -- Chapter 1: ePhilanthropy Strategy: Where Relationship Building, Fundraising, and Technology Meet -- DEFINING ePHILANTHROPY -- CREATING AN INTEGRATED ePHILANTHROPY STRATEGY (IEPS) -- DONORS MUST BE ASKED -- BACK TO THE FUTURE -- SIX CATEGORIES OF SERVICES -- COMMUNICATION/EDUCATION AND STEWARDSHIP -- ONLINE DONATIONS AND MEMBERSHIP -- PROSPECT RESEARCH -- VOLUNTEER RECRUITMENT AND MANAGEMENT -- RELATIONSHIP BUILDING AND ADVOCACY -- CONCLUSION -- ENDNOTES -- Chapter 2: It All Begins with Strategy: Using the Internet as a Strategic Tool -- A COMMON SITUATION -- EARLY RETURNS ON ePHILANTHROPY -- ORGANIZATIONAL STRATEGY -- DEVELOPING AND ALIGNING STRATEGY -- THE FUNDAMENTALS OF STRATEGY -- MISSION, OBJECTIVES, AND ACTIVITIES -- CONSTITUENCY -- APPLYING STRATEGY - SAMPLE CASE -- CONCLUSION -- ENDNOTES -- Chapter 3: Multichannel Marketing -- MARKETING WITH A CHEF'S HELP -- A CHEF IN A VIRGIN LAND -- KNOCKING DOWN WALLS -- ONE WAY OR TWO WAYS -- CREATIVITY FOR BETTER RESULTS -- DONOR RELATIONSHIP ONLINE: EFFICIENT, FAST, AND CHEAP -- CONCLUSION -- Chapter 4: Staffing ePhilanthropy -- HAVING THE RIGHT FOUNDATION -- THE ISHIKAWA FISHBONE -- DEPARTMENTS, TEAMS, AND TITLES -- TECHNOLOGY JOBS -- IN-HOUSE VERSUS OUTSOURCING -- MANAGING -- CONCLUSION -- Chapter 5: Integrating Online and Offline Databases to Serve Constituents Better -- INTRODUCTION -- AN ONLINE DATABASE VERSUS AN OFFLINE DATABASE -- WHICH DATABASE IS RIGHT FOR ME? -- HOW DOES MY DATABASE INTEGRATE WITH MY WEB SITE? -- INTEGRATING ASPS WITH YOUR CURRENT FUNDRAISING DATABASE -- WHAT IS DONOR DEVELOPMENT? -- PROSPECT RESEARCH -- DATA MINING AND DATA OR PROSPECT SCREENING -- PRIVACY BEST PRACTICES -- CONFIDENTIALITY AND YOUR DATABASE -- SHARING INFORMATION.

USING YOUR OFFLINE DATABASE ONLINE -- CASE STUDY: THE CHILDREN'S WISH FOUNDATION OF CANADA -- THE VAST GALAXY OF THE INTERNET -- THE CHALLENGE -- SUGGESTED READINGS -- ENDNOTES -- Chapter 6: Online Community Building -- THE NATURE OF THE NET -- THE BASICS OF ONLINE MARKETING -- GIVE YOUR VISITORS WHAT THEY ARE LOOKING FOR -- BUILDING AN ONLINE MARKETING STRATEGY -- CONCLUSION -- ADDITIONAL SOURCES -- Chapter 7: Building Successful Online Communities -- MOVING TOWARD A NEW MODEL OF ONLINE COMMUNITY -- STRATEGIES FOR BUILDING COMMUNITY -- Chapter 8: Building Your Brand Online -- THE BASIC BRANDING BUILDING BLOCKS -- TAKING YOUR BRAND ONLINE -- WHAT MAKES A SUCCESSFUL BRAND ONLINE? -- INTERACTIVITY IS KEY -- IT'S ALL ABOUT TRUST -- THE BRANDING EDGE FOR THE NONPROFIT SECTOR -- Chapter 9: Inspiring Donors Online: How Your Message Can Make People Feel Extraordinary -- THE AWAKENING -- THE DONOR -- THE MESSAGE -- CAREFULLY DESIGN THE MESSAGE -- HOPEFUL EMILY -- Chapter 10: Online Advocacy: How the Internet Is Transforming the Way Nonprofits Reach, Motivate, and Retain Supporters -- INTRODUCTION -- DEFINING ADVOCACY -- HOW INTERNET TECHNOLOGY IS TRANSFORMING ADVOCACY -- HOW ONLINE ADVOCACY IMPACTS FUNCTIONS IN ADDITION TO PUBLIC POLICY -- CASE STUDY: A STORY ABOUT AN ADVOCATE BECOMING A STRONG FINANCIAL CONTRIBUTOR -- TRENDS AND PREDICTIONS -- CONCLUSION -- ENDNOTES -- Chapter 11: Volunteer Recruitment and Management -- ONLINE VOLUNTEER MATCHING -- EXPANDING THE BOUNDARIES OF VOLUNTEERING -- VIRTUAL VOLUNTEERING -- MANAGE AND RETAIN VOLUNTEERS -- RECOGNIZING VOLUNTEER EFFORTS -- INTEGRATING ONLINE AND OFFLINE METHODS -- NEW DIRECTIONS -- CONCLUSION -- ENDNOTES -- Chapter 12: e-Stewardship or e-VRM: Building and Managing Lasting and Profitable Relationships Online -- INTRODUCTION -- NEW TECHNOLOGIES ARE CHANGING THE ART OF THE POSSIBLE.

CASE STUDY: GREENPEACE INTERNATIONAL -- OTHER CASE STUDIES FROM AROUND THE WORLD -- CONCLUSION -- ENDNOTES -- Chapter 13: Introduction to Building an Integrated Fundraising Strategy -- INTRODUCTION -- THE CHALLENGES AND OPPORTUNITIES OF MODERN FUNDRAISING -- MESSAGING FUNDAMENTALS -- THE ONLINE ENVIRONMENT -- THE ONLINE EXPERIENCE -- PREVENTING THE INTERNET FROM BEING A LOOSE THREAD -- THE TRUTH ABOUT DONORS -- ONLINE DONATION TOOLS -- WEAVING THE FABRIC TO RECRUIT, CULTIVATE, AND RETAIN DONORS -- CONCLUSION -- TECHNOLOGY PROVIDERS AND RESOURCES -- Chapter 14: Annual Giving: Acquiring, Cultivating, Soliciting, and Retaining Online Donors -- GOAL SETTING IN ANNUAL FUND GIVING -- THE BASICS - YOUR HOME PAGE, GIVING FORM, AND CATCHING EYEBALLS -- THE HOME PAGE -- E-MAIL RENEWAL RATES - THE MISSING PILLAR OF ANNUAL FUND CAMPAIGNING ONLINE -- AN E-MAIL SOLICITATION PRIMER -- WHY MONTHLY GIVING HAS TO BE EMPHASIZED WITH ONLINE ANNUAL CAMPAIGN FUNDRAISING -- IMPROVING THE FUNDRAISING SIDE OF YOUR E-NEWSLETTER -- ONLINE ACQUISITION STRATEGIES -- CASE STUDY: AMNESTY SPAIN'S eANNUAL FUND PLAN -- CASE STUDY: THE DAILY BREAD FOOD BANK -- CONCLUSION -- ENDNOTES -- Chapter 15: Special Events and Sponsorships -- POWER OF THE FEW -- DEFINING THE DIGITAL DONOR ELITE -- PEOPLE GIVE TO PEOPLE -- MANY THINGS CAN BE AN ONLINE SPECIAL EVENT -- WHAT ABOUT SMALLER ORGANIZATIONS? -- BUT WE DON'T HAVE ANY E-MAILS -- IF YOU CAN'T AFFORD IT, GET SOMEONE ELSE TO PAY: THE ROLE OF SPONSORSHIP -- BEYOND THE BASICS -- NEW DONORS, NEW DOLLARS -- NOT A SILVER BULLET -- Chapter 16: Seeking Big Gifts Online: Planned Giving and Major Gifts -- INTRODUCTION -- WHY BUILD A PLANNED GIVING SECTION ON A WEB SITE? -- ELECTRONIC MEDIA AND THEIR EFFECT ON ALLIED PROFESSIONALS IN PLANNED GIVING AND MAJOR GIFTS - ESPECIALLY WITH BEQUESTS.

STILL DOUBTFUL ABOUT GETTING MAJOR GIFTS OR BEQUESTS ONLINE? -- WHAT SHOULD GO INTO AN ONLINE PLANNED GIVING AREA? -- MAJOR GIFTS ONLINE: HELPING BOARD MEMBERS MEET THEIR PERSONAL GOALS -- IT'S MORE THAN JUST MONEY - HOW ePHILANTHROPY SHOULD SUPPORT YOUR CAPITAL CAMPAIGN -- GETTING PLANNED GIFTS ONLINE: A QUICK CASE STUDY -- CONCLUSION -- ENDNOTES -- Chapter 17: Institutional Support: Foundation and Corporate Giving -- THE INTERNET'S RELATIONSHIP TO INSTITUTIONAL SUPPORT -- RESEARCHING CORPORATIONS -- CLASSIFYING FOUNDATIONS -- SECURING GRANTS FROM CHARITABLE FOUNDATIONS -- LOOKING TO THE FUTURE -- Chapter 18: ePhilanthropy Regulation and the Law -- TWO HOT ISSUES -- UNRELATED BUSINESS ACTIVITY -- FUNDRAISING REGULATION -- CHARITABLE GIVING PROGRAMS ADMINISTRATION -- OTHER BODIES OF LAW -- CONCLUSION -- ENDNOTES -- Chapter 19: Evaluating ePhilanthropy Programs -- INTRODUCTION TO NONPROFIT PERFORMANCE MEASUREMENT -- INTERNET SUPPORT TO PUBLIC AFFAIRS MANAGEMENT -- ePHILANTHROPY STRATEGIES FOR MARKETING AND COMMUNICATIONS -- EVALUATING ePHILANTHROPY MARKETING AND COMMUNICATIONS -- STRATEGIES FOR ePHILANTHROPY FUNDRAISING -- EVALUATING ePHILANTHROPY FUNDRAISING PROGRAMS -- SUGGESTED GUIDELINES FOR ePHILANTHROPY PERFORMANCE -- INTERNET PERFORMANCE WATCHDOGS -- CONCLUSION -- ENDNOTES -- Chapter 20: The Future of ePhilanthropy: Final Thoughts -- WHERE WE'VE COME FROM - A TEN-YEAR ePHILANTHROPY JOURNEY -- SEPTEMBER 11, 2001 AND ONLINE FUNDRAISING -- THE FUTURE OF NEW TECHNOLOGY FUNDRAISING -- PUTTING IT ALL TOGETHER - WHAT CAN THE FUTURE HOLD? -- PUTTING THE FUTURE OF ePHILANTHROPY IN PERSPECTIVE -- THE HUMAN MOMENT -- TAKING A HARDER LOOK -- ENDNOTES -- Appendix A: ePhilanthropy Code of Ethical Online Philanthropic Practices -- Appendix B: The Ten Rules of ePhilanthropy Every Nonprofit Must Know -- 1. DON'T BECOME INVISIBLE.

2. IT TAKES "KNOW HOW" AND VISION -- 3. IT'S ALL ABOUT THE DONOR -- 4. KEEP SAVVY DONORS -- STAY FRESH AND CURRENT -- 5. INTEGRATE INTO EVERYTHING YOU DO -- 6. DON'T TRADE YOUR MISSION FOR A SHOPPING MALL -- 7. ETHICS, PRIVACY AND SECURITY ARE NOT BUZZWORDS -- 8. IT TAKES THE INTERNET TO BUILD A COMMUNITY -- 9. SUCCESS ONLINE MEANS BEING TARGETED -- 10. ePHILANTHROPY IS MORE THAN JUST E-MONEY -- Appendix C: APRA Statement of Ethics -- CODE OF ETHICS -- Appendix D: The Gilbert E-Mail Manifesto for Nonprofits -- RULE # 1: RESOURCES SPENT ON E-MAIL STRATEGIES ARE MORE VALUABLE THAN THE SAME RESOURCES SPENT ON WEB STRATEGIES. -- RULE # 2: A WEB SITE BUILT AROUND AN E-MAIL STRATEGY IS MORE VALUABLE THAN A WEB SITE THAT IS BUILT AROUND ITSELF. -- RULE # 3: E-MAIL ORIENTED THINKING WILL YIELD BETTER STRATEGIC THINKING OVERALL. -- Appendix E: Glossary of Terms -- Index.