Internet Management for Nonprofits: Strategies, Tools & Trade Secrets -- The AFP Fund Development Series -- Contents -- Introduction -- About the Editors -- Part I: Effective Management and Leadership Tools -- Chapter 1: The ROI of Social Media -- Social Media ROI-A New Approach -- The Art of Listening -- Learning from Measuring -- Reiterate and Adapt -- Conclusion -- Chapter 2: Path to Managing Your Organization Using Online Tools -- Frank Introductions -- Go Left -- No, Go Right -- When Is It Safe to Go Down That Road? -- Know Thy Client -- When Personable Is Good -- Who Wants to Play in My Sandbox? -- Every Blog Counts -- Are You Hearing Me Now? -- I Love Italian, and So Do You -- Show Me My Money -- Keeping Up with the Jones -- Excuse Me, Do You Have the Time? -- One for You, One for Me -- Two for You, and One, Two for Me -- Whose Sandbox Is This? -- Governance-What It Takes to Get There -- Ignore the Man behind the Curtain -- There's No " I" in " Team" -- Strengths and Weakness-Cue the Music -- Projects, Projects, Project Manager -- Risks of an Online Strategy -- It's Not an Illusion but Magic -- You Have the Right to Remain Silent -- Why Technologists Get Paid the Big Bucks -- Chapter 3: E-governance Is Good Governance -- Web 2.0 Enters the Boardroom -- E-governance in the Nonprofit Sector: What's Happening Now? -- Successfully Implementing E-governance -- E-governance and Board Engagement: What to Expect -- Chapter 4: Social Collaboration and Productivity -- The Web 2.0 Lexicon -- Web 2.0 Tools for Social Collaboration and Productivity -- Social Networking Group Functionality -- Dedicated Communities for Your Cause -- Encouraging Adoption of Technologies -- Staying on Top of Developing Technology -- Conclusion -- Chapter 5: Insight Tools for Surviving and Thriving -- Don't Panic-There's Good News -- Time for a Mind Shift.

Focus on the New ROI -- Loyalty-The Holy Grail of Fundraising -- Next, Follow the Dollar -- The One Loyalty Myth to Avoid -- Enough Theory-What Do I Do? -- Surveying and Benchmarking Loyalty -- The Value of Loyalty-Insight Tools -- Insight Tools for Social Media and the Online World -- At Last! Expectations Delivered -- Insight Tools for Web Monitoring-A Crash Course in Why, What, and How -- Identify and Invest in the Recruiters -- Identifying the Recruiters -- Conclusion -- Chapter 6: Demystifying Online Metrics -- Metrics Overview -- Web Site Metrics -- E-Mail Metrics -- Advocacy Metrics -- Social Media Metrics -- Online Fundraising Metrics -- Benchmarks -- Metrics Culture -- Conclusion -- Part II: Managing Fundraising and Building Communities Online -- Chapter 7: Managing Fundraising and Building Communities Online -- Fundraising Online -- Conclusion -- Chapter 8: The Nonprofit Leader's Volunteer Recruitment and Retention Strategies -- Historical Perspective -- The Universal Benefits of Volunteering -- Increased Challenges Facing Nonprofit Organizations -- What's Out There? -- Your Organization's Needs -- Creating Your Mix -- Profile of a Typical Nonprofit Organization -- Implementation -- Evaluation -- Nonprofit Managers' Challenge -- Appendix 8A: Highlights of America's Philanthropic and Volunteering Heritage -- Early American Good Works -- Significant Growth in the 20th Century -- Growth after World War II -- The Advent of the 21st Century -- Appendix 8B: Creative Marketing Example -- Chapter 9: How Successful Are Your Social Media Efforts? -- Conduct a Survey -- Use Competitor and Partner Data -- Finding and Engaging a Champion in Leadership -- Making the Value Case for Social Media -- Listening: The Key to Social Networking Success -- Leveraging Your Supporters to Increase Engagement -- Planning Your Outreach and Engagement Campaign.

Measuring Your Impact -- References -- Chapter 10: Social "Trysumers" -- The Hidden Gate -- The Traditional Fundraising Pyramid -- The New Fundraising Pyramid -- Who Enters through the Nonfinancial Gate? -- What Are Social Trysumers Looking For? -- Digital Paradigms -- Social Trysumers and the Free-Experience Era -- Free Experiences and Social Trysumers-Some Key Research -- Building Social Trysumer Databases -- One Little Step Forward-The Conversion from Social Trysumer to Donor -- Some Details to Consider -- Comparison with Other Recruitment Techniques -- Social Trysumer Case Studies -- Mobile Social-Trysumer Case Studies -- If the Pyramid Changes, Should Fundraising Change? -- A Whole New Organizational Model -- Conclusion -- Acknowledgments -- Chapter 11: Social Networks -- Why This Topic? -- Leveraging My Social Network for This Chapter -- Controlling the Conversation and Your Brand -- Global Communities -- Elephant in the Chat Room-How Soon Can You Fundraise? -- Who Has Time for This? -- What Are the Risks? -- Conclusion -- Chapter 12: Prospect Modeling, Prospect Research -- Online Giving Analytics and Comprehensive Fundraising -- Vital Data or Data with Vitality? -- The World of the Possible-Statistical Methodologies and Applications -- The Future of Online Giving Analytics -- Chapter 13: No Borders -- Worldwide Technology Usage and Trends -- Mobility and Global Awareness -- Interaction -- The World around Us -- Impact -- Turning Donors into Fundraisers -- Dissipating Borders-Emerging Opportunities -- New-Market Entry -- Turning Digital Opportunities into Reality -- Identifying the Necessary Level of Investment -- Conclusion -- Part III: Making Technology Work for Your Organization -- Chapter 14: Effective Web Design -- Five Site Criteria to Strive For -- Seven Key Components of an Effective Web Site -- Conclusion.

Chapter 15: Multichannel Fundraising -- The Bigger Picture -- An Encouraging Integration Result -- Alternative Giving -- A Lovely, Integrated Fundraising Test -- Mass Media Integration -- How Integrated Media Relations and Fundraising Can Help Raise More Money Online -- How the Integration of Offline Media and an Online Destination Led to Fundraising Success -- The Telephone and Online Fundraising Tools -- Making Your Own Online and Offline Testing Schedule -- Live Chat -- How Do You Staff for an Integrated Fundraising Program? -- How the Staff Person Can Create a Successful Model of Cooperation -- Conclusion -- Appendix 15A: Competency Profile of a Manager or Director of Integrated Fundraising -- Chapter 16: 12 Steps to Protect Your Organization and Donors from Fraud and Identity Theft -- Step 1: Questions to Consider -- Step 2: Understanding Why PCI DSS and PA-DSS Compliance Is Mandatory for All Merchants That Process Credit Cards -- Step 3: Understanding How Fraud Happens -- Step 4: How to Prevent Human and Computer Social Engineering -- Step 5: Understanding the Danger of Noncompliance -- Step 6: Understanding How Identity Theft Happens -- Step 7: How to Prevent Theft of Your Donors' Information -- Step 8: How to Protect Your Donors' Cardholder Data -- Step 9: Attaining and Maintaining the 12 PCI DSS Requirements -- Step 10: Understanding the Benefits to Your Organization -- Step 11: How to Begin Your Organization's PCI DSS Compliance Action Plan -- Step 12: Understanding PA-DSS -- Conclusion -- Chapter 17: Mobile Technology -- How Organizations Use Mobile Technology -- How Mobile Phone Technologies Work -- How to Get Started -- Strategic Considerations -- Example Use Cases -- Conclusion -- Case Study: Transforming Activists into Donors-Nicolas Hulot Foundation Case Study -- About the Eco-Actor Campaign -- Dedicated Event Web Site.

Campaign Results -- Keys to Success -- Notes -- AFP Code of Ethical Principles and Standards -- A Donor Bill of Rights -- Index.