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by Jon Ann Lindsey
The PayPal Official Insider Guide to Online Fundraising
Title Page
Copyright Page
Dedication Page
Acknowledgments
Author’s Acknowledgments
PayPal Press Acknowledgments
Foreword
Contents at a Glance
Contents
Introduction
Part 1: Online Fundraising Basics
1. Why Online Fundraising?
Online Fundraising Defined
Who Do We Think You Are?
Fundraising Facts
Types of Online Fundraising
Who’s Who in Online Fundraising
The Online Fundraising Cycle
Helping Hand
2. Think Outside the Envelope
Clicking on the Rise
Causes We Care About
A Toolkit for Giving and Receiving
Helping Hand
3. What Makes Donors Click
Why People Give—Science Has Its Say
Why People Give—the People Themselves Weigh In
Givers Give in Many Ways
The Most Wonderful Time of the Year
Helping Hand
4. A Wealth of Fundraising Options
Getting to Know the Online Neighborhoods
Success Begins at Home
How to Show You’re on the Ball
Online Fundraising Websites for Nonprofits and Donors
Helping Hand
Part 2: Online Fundraising Operations
5. Lay the Groundwork for Fundraising
Are You Ready to Fundraise?
Making the Move to Online Fundraising
Planning an Online Fundraising Campaign
You Have to “Ask”
Understanding the “Ladder of Engagement”
Helping Hand
6. Keep Your Legal House in Order
Guidelines for Individuals
Complete and Maintain Required Forms
Satisfy the Feds, Too
Ethical Conduct Builds Trust
Helping Hand
Part 3: Online Fundraising Media
7. Fundraising Beyond the Homepage
Email: Versatile and Valuable
Multiple Channels, Multiple Gifts
Helping Hand
8. Going Mobile
The Unstoppable Smartphone
Consider Your Priorities
Nice-to-Haves
Helping Hand
9. Getting Social
Social Media Goes Mainstream
The Network Effect
Social Media Heavyweights
10 Steps to Success
Helping Hand
Part 4: Fundraising with PayPal
10. How PayPal Works
Why Use PayPal?
PayPal and Nonprofits
Managing Your Data
Finding Out More
Helping Hand
Conclusion
Appendix. Reader Resources
Industry Associations
Trade Shows and Conferences
Blogs and Websites
Books
Research and Surveys
Technical Tools
Index
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Copyright Page
The PayPal Official Insider Guide to Online Fundraising
Raise Money for Your Cause
Jon Ann Lindsey
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