{"product_id":"keep-your-donors-the-guide-to-better-communications-stronger-relationships-hardback-9780470080399","title":"Keep Your Donors; The Guide to Better Communications \u0026 Stronger Relationships (Hardback) 9780470080399","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eKeep Your Donors\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eThe Guide to Better Communications \u0026amp; Stronger Relationships\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eTom Ahern (Author), Simone P. Joyaux (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470080399, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 18 December 2007\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e480 pages\u003cbr\u003e25.7 x 18.6 x 4 cm, 0.995 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eWritten by fundraising experts Tom Ahern and Simone Joyaux, \u003ci\u003eKeep Your Donors\u003c\/i\u003e is a new, winning guide to making disappointing donor retention rates a thing of the past. This practical and provocative book will show you how to master the strategies and tactics that make fundraising communications profitable. Filled with case studies and based in part on the CFRE and AFP job analyses, \u003ci\u003eKeep Your Donors\u003c\/i\u003e is your definitive guide to getting new donors—and keeping them—for many years to come.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003ePreface xxiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xxv\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Beginning at the Beginning: The Context for Everything Else 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy the Larger Context Matters 1\u003c\/p\u003e \u003cp\u003ePhilosophical Framework 2\u003c\/p\u003e \u003cp\u003eThis I Believe 3\u003c\/p\u003e \u003cp\u003eBuilding Community 3\u003c\/p\u003e \u003cp\u003eBuilding Community Redux 7\u003c\/p\u003e \u003cp\u003eEffective Organizations 8\u003c\/p\u003e \u003cp\u003eKey Components of Effective Organizations 8\u003c\/p\u003e \u003cp\u003eEffective Fund Development 9\u003c\/p\u003e \u003cp\u003eIn Conclusion 10\u003c\/p\u003e \u003cp\u003eINTERMEZZO #1 Why? 11\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 The Red Pants Factor: A Story about the Power of Questioning 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFinding Your Own ‘‘Red Pants Factor’’ 15\u003c\/p\u003e \u003cp\u003eA Postscript from Black Dress 15\u003c\/p\u003e \u003cp\u003eINTERMEZZO #2 What Do All the Words Mean? 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Key Components of Effective Organizations: Part of the Larger Context for This Work 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdopt an Organizational Development Approach 19\u003c\/p\u003e \u003cp\u003eLimitations of Technical Fundraising 20\u003c\/p\u003e \u003cp\u003eTurning You into an Organizational Development Specialist 21\u003c\/p\u003e \u003cp\u003eWhat the Organizational Development Specialist Needs to Know 22\u003c\/p\u003e \u003cp\u003eBuild a Culture of Philanthropy 23\u003c\/p\u003e \u003cp\u003eConcept of Corporate Culture 23\u003c\/p\u003e \u003cp\u003eCulture of Philanthropy 24\u003c\/p\u003e \u003cp\u003eMeaningful Questions 25\u003c\/p\u003e \u003cp\u003ePersonal and Organizational Commitment to Conversation and Questioning, Learning and Change 27\u003c\/p\u003e \u003cp\u003eLearning Organization Theory 27\u003c\/p\u003e \u003cp\u003eSystems Thinking, the Cornerstone of Learning Organizations 28\u003c\/p\u003e \u003cp\u003eConversation at Work 29\u003c\/p\u003e \u003cp\u003eThis Is Hard Work 33\u003c\/p\u003e \u003cp\u003eValue of Research—Your Own and That of Others 33\u003c\/p\u003e \u003cp\u003eCollecting Data from Your Organization 35\u003c\/p\u003e \u003cp\u003eTranslating Data into Useful Information 35\u003c\/p\u003e \u003cp\u003eQualified Opinions Only, Please! 36\u003c\/p\u003e \u003cp\u003eA Curious Conundrum 36\u003c\/p\u003e \u003cp\u003eCorollary of the Curious Conundrum 37\u003c\/p\u003e \u003cp\u003eIn Conclusion 38\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 What Relationships Are and Why We Have Them: The Art of Human Interaction 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRelationships Are Everything 41\u003c\/p\u003e \u003cp\u003eA Radical Notion 43\u003c\/p\u003e \u003cp\u003eRelationships Require Choice 43\u003c\/p\u003e \u003cp\u003eTypes of Relationships in the Nonprofit\/NGO Sector 44\u003c\/p\u003e \u003cp\u003eYour Philanthropic Relationships: How Your Organization Relates to Its Donors of Time and Money 44\u003c\/p\u003e \u003cp\u003eRelationships with Other Organizations: How Your Organization Relates to Other Community Organizations 44\u003c\/p\u003e \u003cp\u003eRelationships within Your Organization: How the Various Parts of Your Organization Relate 45\u003c\/p\u003e \u003cp\u003eAdvocacy and Public Policy Relationships: How Your Organization Promotes Public Policy that Fosters Healthy Communities 45\u003c\/p\u003e \u003cp\u003eRelationships Are Definitely Not Transactions 46\u003c\/p\u003e \u003cp\u003eDo Donors Really Want Relationships? 47\u003c\/p\u003e \u003cp\u003eWatch a Good Relationship Builder 48\u003c\/p\u003e \u003cp\u003eKey Concepts in Relationship Building 48\u003c\/p\u003e \u003cp\u003eSincerity 49\u003c\/p\u003e \u003cp\u003eCloseness and Boundaries 50\u003c\/p\u003e \u003cp\u003eDiversity and Cultural Competence 51\u003c\/p\u003e \u003cp\u003eValues 53\u003c\/p\u003e \u003cp\u003eDynamism and Change 54\u003c\/p\u003e \u003cp\u003eIn Conclusion 54\u003c\/p\u003e \u003cp\u003eAppendix 4A Values and Mission of the Equity Action Fund at The Rhode Island Foundation 59\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Five Rather Deadly Sins: Warnings about Relationships and Solicitation 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSin #1: Separating Fund Development from Philanthropy 61\u003c\/p\u003e \u003cp\u003eSin #2: Treating Giving as a Financial Transaction Rather than an Emotional Act 62\u003c\/p\u003e \u003cp\u003eAre You Treating Your Donors like Automatic Teller Machines? 63\u003c\/p\u003e \u003cp\u003eSin #3: Trespassing on Personal and Professional relationships. Please Promise that You Won’t! 64\u003c\/p\u003e \u003cp\u003eHow Do Your Board Members Feel? 65\u003c\/p\u003e \u003cp\u003eBut Lots of Organizations Do This and We Need the Money! 65\u003c\/p\u003e \u003cp\u003eSin #4: Universalizing Your Own Passion. Instead, Find Theirs—or Leave Them Alone and Move On! 66\u003c\/p\u003e \u003cp\u003eSin #5: Asking Prematurely 67\u003c\/p\u003e \u003cp\u003eMore Visibility Does Not Produce More Gifts 67\u003c\/p\u003e \u003cp\u003eEnsuring Visibility with Your Prospects and Donors 69\u003c\/p\u003e \u003cp\u003eDon’t Solicit Unless You Know that The Person Knows Your Organization 69\u003c\/p\u003e \u003cp\u003eNot Sins but Certainly Worries 70\u003c\/p\u003e \u003cp\u003eAre You Worried about Donor Fatigue? 70\u003c\/p\u003e \u003cp\u003eAre You Worried about All That Competition for the Same Donors? 71\u003c\/p\u003e \u003cp\u003eIn Conclusion 72\u003c\/p\u003e \u003cp\u003eINTERMEZZO #3 Direct Mail and Relationship Building 73\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Eight Steps to Develop and Nurture Relationships: It’s What I’m Buying that Counts 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDeveloping Your Relationship-Building Program 77\u003c\/p\u003e \u003cp\u003eSteps in Relationship Building 77\u003c\/p\u003e \u003cp\u003eStep #1: Identify the Predisposed 78\u003c\/p\u003e \u003cp\u003eStep #2: Get to Know the Predisposed 78\u003c\/p\u003e \u003cp\u003eStep #3: Understand Their Interests and 78\u003c\/p\u003e \u003cp\u003eDisinterests, Their Emotions, and Their Motivations and Aspirations 79\u003c\/p\u003e \u003cp\u003eStep #4: Identify What You Have in Common and Define the Mutually Beneficial Exchange 80\u003c\/p\u003e \u003cp\u003eStep #5: Nurture the Relationship to Develop Commitment 80\u003c\/p\u003e \u003cp\u003eStep #6: Evaluate Interest and Readiness for the Request 81\u003c\/p\u003e \u003cp\u003eStep #7: Ask and Thank 83\u003c\/p\u003e \u003cp\u003eStep # 8: Monitor Progress and Measure Results 85\u003c\/p\u003e \u003cp\u003eIn Conclusion 85\u003c\/p\u003e \u003cp\u003eAppendix 6A Evaluating Prospect Interest, Readiness, and Capacity and Designing the Ask 86\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Identify the Predisposed: Finding New Prospects for Your Organization 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWho Are the Predisposed? 89\u003c\/p\u003e \u003cp\u003eIntroducing the Concept 89\u003c\/p\u003e \u003cp\u003eBut What If They Are Reluctant? 90\u003c\/p\u003e \u003cp\u003eFund Development Professionals Help Organizations Identify the Predisposed 91\u003c\/p\u003e \u003cp\u003eCollect and Analyze Public Lists 91\u003c\/p\u003e \u003cp\u003eListen to Your Friends and Colleagues 92\u003c\/p\u003e \u003cp\u003eHost Cultivation Gatherings 93\u003c\/p\u003e \u003cp\u003eCreating Opportunities for People to Self-Identify as Predisposed 94\u003c\/p\u003e \u003cp\u003eHow the Women’s Fund Uses These Four Steps 95\u003c\/p\u003e \u003cp\u003eBuilding Relationships (and Identifying the Predisposed) at the Apple Store 97\u003c\/p\u003e \u003cp\u003eIn Conclusion 98\u003c\/p\u003e \u003cp\u003eAppendix 7A Learning about People Through Conversation 99\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Understanding the Fundamentals of Marketing and Communications: The Right Message to the Right Person at the Right Time 103\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCommunications: For Many, It’s All They Know of You 103\u003c\/p\u003e \u003cp\u003eFund Development Is a Type of Marketing, and Uses the Same Methods 104\u003c\/p\u003e \u003cp\u003eIt’s Not What You’re Selling, It’s What They’re Buying 107\u003c\/p\u003e \u003cp\u003eTargeting: How You Find Needles in a Haystack 109\u003c\/p\u003e \u003cp\u003eSegmentation: How You Increase Penetration Of A Target Market 112\u003c\/p\u003e \u003cp\u003eFrequency and Reach 113\u003c\/p\u003e \u003cp\u003eWhat Is Branding? 116\u003c\/p\u003e \u003cp\u003eIn Conclusion 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Emotions: The Decision Makers 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 119\u003c\/p\u003e \u003cp\u003eOrbitofrontal Damage and Its Implications for Fundraisers 120\u003c\/p\u003e \u003cp\u003eEmotional Triggers: An Introduction 121\u003c\/p\u003e \u003cp\u003eUp to 135 Triggers to Choose From 122\u003c\/p\u003e \u003cp\u003eEmotional Twinsets: Raise the Problem, Be the Solution 125\u003c\/p\u003e \u003cp\u003eIn Conclusion 128\u003c\/p\u003e \u003cp\u003eAppendix 9A W. Gerrod Parrott’s List of Emotions 130\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Relationship Building: Details about Steps #3 and #5: Getting to Know You 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStep #3 in the Relationship-Building Process 133\u003c\/p\u003e \u003cp\u003eGetting Started 134\u003c\/p\u003e \u003cp\u003eKeep Going! 136\u003c\/p\u003e \u003cp\u003eWhat Kind of Information Do You Want to Know? 136\u003c\/p\u003e \u003cp\u003eA Few Strategies for Getting to Know Your Donors and Prospects 137\u003c\/p\u003e \u003cp\u003eA Reminder about Step # 4 140\u003c\/p\u003e \u003cp\u003eStep #5: Nurture the Relationship to Development Commitment 140\u003c\/p\u003e \u003cp\u003eRole of Customer Service 140\u003c\/p\u003e \u003cp\u003eSome Preliminary Thoughts about Cultivation 141\u003c\/p\u003e \u003cp\u003eCreating Opportunities for Connection 143\u003c\/p\u003e \u003cp\u003eWays of Making Emotions Tangible and Expressing Feelings 144\u003c\/p\u003e \u003cp\u003eCultivation as a Community-Building Process 144\u003c\/p\u003e \u003cp\u003eIdeas for Nurturing Relationships 145\u003c\/p\u003e \u003cp\u003eUsing Incentives to Nurture Relationships 151\u003c\/p\u003e \u003cp\u003eUsing an Individual to Cultivate a Particular Relationship 151\u003c\/p\u003e \u003cp\u003eDebrief after Cultivation 152\u003c\/p\u003e \u003cp\u003eIn Conclusion 152\u003c\/p\u003e \u003cp\u003eAppendix 10A Building Relationships with Your Constitutents 154\u003c\/p\u003e \u003cp\u003eAppendix 10B Member Survey of the Audubon Society of Rhode Island 162\u003c\/p\u003e \u003cp\u003eAppendix 10C E-Mail Survey from the Audubon Society of Rhode Island 168\u003c\/p\u003e \u003cp\u003eAppendix 10D Women’s Fund of Rhode Island Marking Milestones Brochure 170\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Creating Your Relationship-Building Plan: Write It Down 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGood Process Produces the Best Results 174\u003c\/p\u003e \u003cp\u003ePlan Practicalities 174\u003c\/p\u003e \u003cp\u003eA Different Approach 175\u003c\/p\u003e \u003cp\u003eIn Conclusion 176\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Planning Donor Communications: Staying in Touch 177\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 177\u003c\/p\u003e \u003cp\u003eWriting a Plan 178\u003c\/p\u003e \u003cp\u003eBuilding an Annual Donor\/Media Communications Calendar on the Schwartz Plan 179\u003c\/p\u003e \u003cp\u003eIn Conclusion 185\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Characteristics of Effective Communications: How the Sausage Gets Made 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAction is the Objective. Reading Is Optional 187\u003c\/p\u003e \u003cp\u003eAn Honest-to-Goodness Secret to Success: Write a Creative Brief First 189\u003c\/p\u003e \u003cp\u003eThere’s an Onslaught, and You’re Part of the Problem 190\u003c\/p\u003e \u003cp\u003eYou’re Selling Feelings, Especially Hope 190\u003c\/p\u003e \u003cp\u003eYou’re Selling a Feeling of Importance, Too 190\u003c\/p\u003e \u003cp\u003eInterest Me (or Else) 191\u003c\/p\u003e \u003cp\u003eHow to Interest Donors and Prospects: The Big Four 193\u003c\/p\u003e \u003cp\u003eHow to Interest Anyone: Four Chances to Win 195\u003c\/p\u003e \u003cp\u003eSelf-Interest: Why Greed Is Good (For Your Organization) 198\u003c\/p\u003e \u003cp\u003eMake Offers 199\u003c\/p\u003e \u003cp\u003ePassing the ‘‘You’’ Test 200\u003c\/p\u003e \u003cp\u003eDon’t Talk So Much about What You Do. Talk about Why It Matters 201\u003c\/p\u003e \u003cp\u003eHave Themes 201\u003c\/p\u003e \u003cp\u003eYou’ve Heard of ‘‘Values Voters’’? Meet ‘‘Values Givers’’ 202\u003c\/p\u003e \u003cp\u003eIn Conclusion 203\u003c\/p\u003e \u003cp\u003eINTERMEZZO #4 What’s the Role of a Fundraiser? 205\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Are You Really Donor-Centered? Are Your Donors Truly Loyal? Why Building a Better Mousetrap Doesn’t Work Unless Your Donors Are Mice 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSome Facts about Donor Retention 208\u003c\/p\u003e \u003cp\u003eDonor-Centrism: The New Old Thing 209\u003c\/p\u003e \u003cp\u003eAcquisition Is Easy. Retention Is Tough 209\u003c\/p\u003e \u003cp\u003e‘‘Donor-Centric’’ Is Another Way of Saying ‘‘Building Trust’’ 210\u003c\/p\u003e \u003cp\u003eWhy Donor-Centered? Shouldn’t Mission Be at the Center? 211\u003c\/p\u003e \u003cp\u003eSimple Demands of Donor-Centricity 212\u003c\/p\u003e \u003cp\u003eDonor Loyalty and Donor-Centrism: Inextricably Linked 212\u003c\/p\u003e \u003cp\u003eWhat Is Loyalty? 214\u003c\/p\u003e \u003cp\u003ePassive Loyalty 214\u003c\/p\u003e \u003cp\u003eActive Loyalty 215\u003c\/p\u003e \u003cp\u003eLifetime Value 216\u003c\/p\u003e \u003cp\u003eAre Donors Loyal to Your Organization or to the Cause You Represent? 216\u003c\/p\u003e \u003cp\u003eCurrent Donors Come First 217\u003c\/p\u003e \u003cp\u003eHelping Your Donors Dream 218\u003c\/p\u003e \u003cp\u003eIt’s Relationship Building, It’s Not Education 218\u003c\/p\u003e \u003cp\u003eEngaging Donors with a Targeted Gift 220\u003c\/p\u003e \u003cp\u003eAcquiring a New Donor 221\u003c\/p\u003e \u003cp\u003eYou’re Invading Their Privacy 222\u003c\/p\u003e \u003cp\u003eMany Nonprofits Cannot Afford Bulk Direct Mail Acquisition Anyway 222\u003c\/p\u003e \u003cp\u003eCreate an Exclusive Program to Bond with First-Time Donors 223\u003c\/p\u003e \u003cp\u003eYour Organization Can Speak Out—But Does It? 225\u003c\/p\u003e \u003cp\u003eIn Conclusion 226\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Telling a Story: Then What Happened? 229\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Tell Stories? 229\u003c\/p\u003e \u003cp\u003eWhat Is a Story? 230\u003c\/p\u003e \u003cp\u003eFundraising Stories Report Results, without Lingering on Your Inner Workings 231\u003c\/p\u003e \u003cp\u003eAnecdotes versus Statistics: Which Are Better? 232\u003c\/p\u003e \u003cp\u003eHandling the Trophy Statistic 234\u003c\/p\u003e \u003cp\u003eUse Statistics like a Spear 235\u003c\/p\u003e \u003cp\u003eHave Themes, Then Tell Stories that Illustrate Those Themes 235\u003c\/p\u003e \u003cp\u003eWhat Makes a Story Work? Sensory Detail 237\u003c\/p\u003e \u003cp\u003eIn Conclusion 239\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16 Communications and Social Styles: Did You See What I Mean? 241\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEverything but the Words 241\u003c\/p\u003e \u003cp\u003eWhat Does ‘‘Social Style’’ Mean? 243\u003c\/p\u003e \u003cp\u003eAssertiveness and Responsiveness Come First 243\u003c\/p\u003e \u003cp\u003eAssertiveness: Measuring How Others See You as You Try to Influence Their Thoughts and Actions 244\u003c\/p\u003e \u003cp\u003eResponsiveness: Measuring How Others See You as You Express Your Feelings 244\u003c\/p\u003e \u003cp\u003eWhat’s Your Social Style? 246\u003c\/p\u003e \u003cp\u003eAre You Comfortable? Are Others? 247\u003c\/p\u003e \u003cp\u003eAre You Versatile? 248\u003c\/p\u003e \u003cp\u003eA Few Caveats 248\u003c\/p\u003e \u003cp\u003eIn Conclusion 249\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17 Conversation Nurtures Relationships: Asking Questions to Learn More 251\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Quick Aside: Questions Related to Solicitation 252\u003c\/p\u003e \u003cp\u003ePurpose of This Conversation 252\u003c\/p\u003e \u003cp\u003eHonoring Conversation 253\u003c\/p\u003e \u003cp\u003eActive Listening 254\u003c\/p\u003e \u003cp\u003eListening . . . Sort Of 254\u003c\/p\u003e \u003cp\u003eObserving 255\u003c\/p\u003e \u003cp\u003eGenuine Inquisitiveness 256\u003c\/p\u003e \u003cp\u003eStarting a Conversation: Why Talking about the Weather Is Good 256\u003c\/p\u003e \u003cp\u003eWhat Is Important to Those in Your Relationships? 257\u003c\/p\u003e \u003cp\u003eHere’s a Framework That Might Help You Discern What’s Important 258\u003c\/p\u003e \u003cp\u003eYour Donors and Your Mission 260\u003c\/p\u003e \u003cp\u003eAsk Your Donors Why 260\u003c\/p\u003e \u003cp\u003eAsk Questions about Your Organization Specifically 261\u003c\/p\u003e \u003cp\u003eAsk Questions about Your Cause 261\u003c\/p\u003e \u003cp\u003eAsk About Their Giving Habits 262\u003c\/p\u003e \u003cp\u003eFind Out Their Values and Beliefs 262\u003c\/p\u003e \u003cp\u003eConversation with Donors at the Rhode Island Foundation 263\u003c\/p\u003e \u003cp\u003eIn Conclusion 265\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18 The Case for Support: Why Should Anyone Give You Money? 267\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 267\u003c\/p\u003e \u003cp\u003ePreliminary Steps 268\u003c\/p\u003e \u003cp\u003eA Good Case Is, at Heart, an Inspiring Tale 268\u003c\/p\u003e \u003cp\u003eWhat Kinds of Information to Collect? A Checklist 271\u003c\/p\u003e \u003cp\u003eBuilding a Case in a Single Meeting 276\u003c\/p\u003e \u003cp\u003eWhy Does Your Organization Do What It Does? 277\u003c\/p\u003e \u003cp\u003eWhat Have You Accomplished? 277\u003c\/p\u003e \u003cp\u003eWhy Is Your Organization the Best Organization to Do This Work? 277\u003c\/p\u003e \u003cp\u003eWhat Do You Do? 278\u003c\/p\u003e \u003cp\u003eHow Do You Hold Yourself Accountable? 278\u003c\/p\u003e \u003cp\u003eWho Are Your Target Audiences? 278\u003c\/p\u003e \u003cp\u003eWhich Emotional Triggers Would Move Your Target Audience(s) to Act? 279\u003c\/p\u003e \u003cp\u003eGoing from A to B: Answering Three Basic Questions 279\u003c\/p\u003e \u003cp\u003eWhy Us? 280\u003c\/p\u003e \u003cp\u003eWhy Now? 280\u003c\/p\u003e \u003cp\u003eWhy You? 280\u003c\/p\u003e \u003cp\u003eTypes of Case Statements 280\u003c\/p\u003e \u003cp\u003eInternal Case 280\u003c\/p\u003e \u003cp\u003eFeasibility, Planning, or Draft Case 285\u003c\/p\u003e \u003cp\u003ePublic Case 285\u003c\/p\u003e \u003cp\u003eIn Conclusion 287\u003c\/p\u003e \u003cp\u003eAppendix 18A Thoughts about Creating a Case for Support 289\u003c\/p\u003e \u003cp\u003eAppendix 18B Housatonic Youth Service Bureau: (Established by Six Concerned Communities in 1991) 294\u003c\/p\u003e \u003cp\u003eAppendix 18C Volunteers in Providence Schools: Case Statement for Operations 297\u003c\/p\u003e \u003cp\u003eAppendix 18D Audubon Society of RI: Internal Case for Donor Support 302\u003c\/p\u003e \u003cp\u003eAppendix 18E Talking Points: HousingWorks RI 2006 313\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19 The Donor Newsletter: How You Cultivate (i.e., Retain) Donors 321\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 321\u003c\/p\u003e \u003cp\u003eWhat the Research Says about Donor Newsletters 322\u003c\/p\u003e \u003cp\u003eWhat Do Donors Want from Your Newsletter? 323\u003c\/p\u003e \u003cp\u003eSeven Common Flaws that Undermine Donor Newsletters: A Checklist 326\u003c\/p\u003e \u003cp\u003eFlaw #1: Doesn’t Deliver News that Donors Care About 326\u003c\/p\u003e \u003cp\u003eFlaw #2: Doesn’t Put the Donor Center Stage 327\u003c\/p\u003e \u003cp\u003eFlaw #3: Isn’t Very Friendly 327\u003c\/p\u003e \u003cp\u003eFlaw #4: Skimps on Emotional Triggers 328\u003c\/p\u003e \u003cp\u003eFlaw #5: Doesn’t Tell Stories 328\u003c\/p\u003e \u003cp\u003eFlaw #6: Expects People to Read in Depth 328\u003c\/p\u003e \u003cp\u003eFlaw #7: Doesn’t Have Real Headlines 328\u003c\/p\u003e \u003cp\u003eThe Flaw You Fix First: Headlines 329\u003c\/p\u003e \u003cp\u003eHow to Find the Story Behind the Headline 330\u003c\/p\u003e \u003cp\u003eElectrons or Paper? High-Performance E-Mailed Newsletters 332\u003c\/p\u003e \u003cp\u003eYour E-Newsletter’s Subject Line Makes All the Difference 335\u003c\/p\u003e \u003cp\u003eElectrons and Paper: Other Advantages of E-Newsletters 336\u003c\/p\u003e \u003cp\u003eE-Newsletters Must Be Opt-in (A Good Idea for Everything, Really) 338\u003c\/p\u003e \u003cp\u003eFast, Easy, Still on Paper: The ‘‘Newsyletter’’ 339\u003c\/p\u003e \u003cp\u003eSimplicity Itself: A Proven Formula for a Donor Newsyletter 340\u003c\/p\u003e \u003cp\u003eIn Conclusion 341\u003c\/p\u003e \u003cp\u003eAppendix 19A Boys \u0026amp; Girls Club of Pawtucket Newsletter 342\u003c\/p\u003e \u003cp\u003eAppendix 19B Example 1: Women’s Fund of Rhode Island Newsyletter 346\u003c\/p\u003e \u003cp\u003eAppendix 19C Example 2: Women’s Fund of Rhode Island Newsyletter 348\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 20 The Web Site Home Page: Click. Search. Do. Read? Not So Much 351\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Web Sites Are Completely Different 351\u003c\/p\u003e \u003cp\u003eIs Your Home Page Ready for Newcomers? 352\u003c\/p\u003e \u003cp\u003eGetting Off on the Right Foot: The Importance of a Tagline 353\u003c\/p\u003e \u003cp\u003eWhat Must Be on the Home Page, Krug Says 354\u003c\/p\u003e \u003cp\u003eIn Conclusion 355\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 21 Tips for Writing: Think First. Write Later 357\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 357\u003c\/p\u003e \u003cp\u003eYour Fifth-Grade Teacher Was Right: Outline 358\u003c\/p\u003e \u003cp\u003eAn Easy Way to Outline: Ask Yourself Questions First 358\u003c\/p\u003e \u003cp\u003eKnow the Point of Your Story and Start There 361\u003c\/p\u003e \u003cp\u003eWrite about Benefits, Not Features 362\u003c\/p\u003e \u003cp\u003eWrite Less 363\u003c\/p\u003e \u003cp\u003eWrite for Speedy Reading 364\u003c\/p\u003e \u003cp\u003eBeginning with a History Lesson, and Other Common Flaws 366\u003c\/p\u003e \u003cp\u003eIn Conclusion 368\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 22 Readability: Visual Aspects of Good Communications 369\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWelcome, Browsers! 369\u003c\/p\u003e \u003cp\u003eHow We Look 371\u003c\/p\u003e \u003cp\u003eFrom Gutenberg to Wheildon 371\u003c\/p\u003e \u003cp\u003eAnatomy of a Failed Annual Report 373\u003c\/p\u003e \u003cp\u003eIn Conclusion 376\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 23 Monitoring Progress and Measuring Results: How Effective Are Your Communications? 377\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e‘‘Is It Working?’’ How to Measure Your Results 377\u003c\/p\u003e \u003cp\u003eMeasuring the Unmeasurable 381\u003c\/p\u003e \u003cp\u003eGet Your Thoughts in Order Before You Begin to Write: A Checklist 382\u003c\/p\u003e \u003cp\u003eEvaluating Your Donor Newsletter: Eight Tests 384\u003c\/p\u003e \u003cp\u003eMeasuring the Effectiveness of Public Relations 388\u003c\/p\u003e \u003cp\u003eStandards for E-Mail Solicitations 389\u003c\/p\u003e \u003cp\u003eIn Conclusion 390\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 24 Monitoring Progress and Measuring Results: How Good Is Your Relationship-Building Program? 393\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Evaluation Matters 395\u003c\/p\u003e \u003cp\u003eDeciding What to Measure 396\u003c\/p\u003e \u003cp\u003eMeasuring Performance and Evaluating Results 397\u003c\/p\u003e \u003cp\u003eA Practical Example 398\u003c\/p\u003e \u003cp\u003eA Suggestion for Measuring Some of Your Qualitative Results 399\u003c\/p\u003e \u003cp\u003eAnalyzing and Interpreting Evaluation Results 400\u003c\/p\u003e \u003cp\u003eCommunicating Evaluation Results 401\u003c\/p\u003e \u003cp\u003ePossible Performance Measures for Relationship Building 401\u003c\/p\u003e \u003cp\u003eFrom the Prospect\/Donor Perspective 402\u003c\/p\u003e \u003cp\u003eWhat You Do to Nurture Relationships 403\u003c\/p\u003e \u003cp\u003eCharitable Giving Measures that Reflect Donor Loyalty 404\u003c\/p\u003e \u003cp\u003eMonitoring Progress 404\u003c\/p\u003e \u003cp\u003eIn Conclusion 405\u003c\/p\u003e \u003cp\u003eINTERMEZZO #5 You and Your Organization: Sprinting into the Future 407\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 25 Coda: Philanthropy’s Moral Dilemma 409\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePolitics of Power in Philanthropy 410\u003c\/p\u003e \u003cp\u003eMoral Dilemma Facing Philanthropy 410\u003c\/p\u003e \u003cp\u003ePower, the Silent Haunting 411\u003c\/p\u003e \u003cp\u003ePrivilege, the Driving Nature of Power 411\u003c\/p\u003e \u003cp\u003eUnderstanding the Two Types of Philanthropy 412\u003c\/p\u003e \u003cp\u003eTradition Dominates 415\u003c\/p\u003e \u003cp\u003eHave You Noticed: The Less Social Justice We Have, the More Philanthropy We Need? 416\u003c\/p\u003e \u003cp\u003eWe Are Complicit 416\u003c\/p\u003e \u003cp\u003ePhilanthropy as a Democraticizing Act 418\u003c\/p\u003e \u003cp\u003eAttacking the Moral Dilemma 418\u003c\/p\u003e \u003cp\u003eIn Conclusion 420\u003c\/p\u003e \u003cp\u003eAppendix 25A Questions about Privilege and Power 422\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendices\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA. Joyaux’s Concept of Enabling Functions, Skills, and Attitudes 425\u003c\/p\u003e \u003cp\u003eB. Basic Principles of Fund Development 427\u003c\/p\u003e \u003cp\u003eResources 431\u003c\/p\u003e \u003cp\u003eIndex 435\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52256970539288,"sku":"9780470080399","price":63.19,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470080399.jpg?v=1781275571","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/keep-your-donors-the-guide-to-better-communications-stronger-relationships-hardback-9780470080399","provider":"Freshly Printed Books","version":"1.0","type":"link"}