Index
A
airline and hotel miles donations as fundraiser, 64
American Cancer Society, 19–20
American Red Cross, 20, 99, 101
AmeriCares Foundation, 20
Appafolio, 102
AppMakr, 102
Association of Fundraising Professionals, 77
B
behavioral economics, 29
Benchmark Report. See The Convio Online Marketing Nonprofit Benchmark Index™ Study for 2011
Blackbaud, 112
donorCentrics™ Internet and Multichannel Giving Benchmarking Report, 2011, 91
The Next Generation of American Giving study, 32
Nonprofit Social Network Benchmark Report, 2011, 41, 112, 117
Online Giving Report, 33
Target Analytics, 91
Boomers demographic group, donations, 34–35
Burk, Penelope, 76
C
Campaign Monitor, 86
catastrophes of family/friends. See health problems/catastrophes, victims of
CauseVox, 46
Charity Navigator portal, 40
Clark, Ranjana, 128
Constant Contact, 86
“A Consumers Guide to Low Cost Donor Management Systems,” 59
contributors. See donors/donations
The Convio Online Marketing Nonprofit Benchmark Index™ Study for 2011, 24, 84, 88
Cost-Effectiveness of Nonprofit Telemarketing Campaigns, 20
crowdfunding websites. See social giving websites
cultivation stage of fundraising, 89
appealing to all engagement levels, 62–63
social media websites, 116–122
website/newsletter guidelines, 42–45, 61
D
Digg social news, 63
direct mail fundraising
growth of, 2011 over 2010, 33
versus online fundraising, 16, 20, 91–92
Doctors Without Borders, 30
DonateNow and DonateNow Lite, 24, 47
Donor-Centered Fundraising, 76
donorCentrics™ Internet and Multichannel Giving Benchmarking Report, 2011, 91
DonorsChoose, 47
communication appeals
donation amount suggestions, 32
raising money without asking for money, 64
writing from heart, 88
confirmations (email) for, 59
demographics of, 20, 34–35, 91, 96
donor bill of rights, 77
donor management systems, 59
lists, building and managing, 19, 59–60
money handling challenge, 19
multichannel donors, 16, 91–92
size of donations
based on nonprofits’ size, 33
growth, by time of year, 36–37, 60
growth, percent, 2011 over 2010, 33, 42
median amount per usable email address, 84
to nonprofits with branded website, 44
staggering requests, 19, 88–89
types, percentages of, 5
DotOrgPower, 97
E
Eason, Larry, 97
electronics, recycling as fundraiser, 64
email, 4. See also websites for nonprofits
communications calendar, 88–89
DIY versus email services, 86–87
and donations
confirmations for, 59
median amount per usable email address, 84
generic versus nonprofit’s website, 41
inexpensive medium, 84
newsletters, 60
mobile-device formats, 98, 107
templates, 87
Emailology, 87
Email on Acid, 87
Emma email service, 86
enablers, 8
ethical issues
security, 74
stewardship, 75
evangelists, ladder of engagement, 62–63
ExactTarget, 86
EyesofElise, YouTube, 18
F
coordination with fundraising sites
Causes, 46
Fundly, 48
Givezooks!, 49
HelpAttack!, 49
JustGive, 50
PayItSquare, 50
growth of, 112
impact on fundraising, 114
measuring likes, 122
nonprofit organization pages, 20, 40, 44
status updates, donation pledges with, 41
“Through the Eyes of Elise” page, 18
facilitators, 9
family or self as beneficiaries. See health problems/catastrophes, victims of
First Aid app, American Red Cross, 101
FirstGiving, 48
501(c)(3) nonprofit status. See legal issues, 501(c)(3) nonprofit status
Flannery, Matt and Jessica, 8
FluidSurveys, 118
friends and neighbors. See health problems/catastrophes, victims of
Fundraise, 48
fundraising. See also mobile fundraising; online fundraising
campaign coordination with online/mobile fundraising, 5, 60, 91–92
demographics of donors, 20, 34–35, 91, 96
multichannel donors, 34–35, 91–92
reasons
Fund-Raising Cost Effectiveness, 20
FundRazr
for individual fundraisers, 69
links from social media personal pages, 23–24
ShareCraft 2012—Save the Children Challenge campaign, 41
G
Garell, Scott, 64
Gen X and Gen Y demographic groups, donations, 34–35, 96
GetFullyFunded, 57
Give.mobi, 25
Givezooks!, 49
Giving USA Foundation, percent contributed to nonprofits
by corporations, foundations, and others, 5
by individuals, 5
to religious groups, 6
Giving Works, 63
GoFundMe
for both individual fundraisers and nonprofits, 40
for individual fundraisers, 69
PayPal partner tool, 25
GoodDining, 64
GoodSearch, 64
GoodShop, 64
Google Alerts, 119
Google Forms, 118
Google Grants, 120
Google Groups, 86
Greenfield, James, 20
GroupMe, 105
H
happy bystanders, ladder of engagement, 62–63
health problems/catastrophes, victims of, 17–18
Homer Simpson for Nonprofits: The Truth About How People Really Think & What It Means for Promoting Your Cause e-book, 29
HootSuite, 119
hotel and airline miles donations as fundraiser, 64
HTML Email Boilerplate, 87
I
iContact, 86
illness/catastrophes of family/friends. See health problems/catastrophes, victims of
Karen Klein campaign, 68
individuals, recipients of fundraising. See health problems/catastrophes, victims of
Instagram, 115
instigators, ladder of engagement, 62–63
Internal Revenue Service. See also legal issues, 501(c)(3) nonprofit status
Form 1040, Schedule A, 69
IRS Stay Exempt website, 70
Publication 526, Charitable Contributions, 69
Ipsos Omnibus Online, 18
J
JangoMail, 86
JustGive, 50
K
Kanter, Beth, 62
Keating, Elizabeth K., 20
Kik Messenger, 105
Kiva, 8
Klein, Karen, 68
L
501(c)(3) nonprofit status
definition, 56
fundraising site restrictions, 40
organization types covered, 56
PayPal Business accounts, 22, 130–131
qualifying for and maintaining, 68–72
individuals, guidelines for, 68–69
Leukemia & Lymphoma Society (LLS), 18–19
Lisa Simpson for Nonprofits: What Science Can Teach You About Fundraising, Marketing and Making Social Change e-book, 29–30
LLS (Leukemia & Lymphoma Society), 18–19
M
MacLaughlin, Steve, 36
mail, channel for donations, 34–35, 91
MailChimp, 86
Marleau, Patrick, 18
Matures demographic group, donations, 34–35
microfinancing, 8
microloans, 8
Millennial Impact project, 100, 105
mobile-friendly pages, 107
testing with emulators, 107
QR (Quick Response) codes, 102–103, 106–107
smartphones
PayPal Mobile Express Checkout, 129
popularity of, 96
text messaging (SMS), 97, 104–105
text-to-give, 99
text-to-pledge, 103
N
National Association of Attorneys General, 71
National Association of State Charities Officials, 70
The Networked Nonprofit, 62
Network for Good
behavioral economics studies, 29
cost-effectiveness of fundraising, 20
DonateNow and DonateNow Lite, 24, 47
email service, 86
reasons why people donate, 32
thanking people for donations, 76
venues for donations, 41
charities’ individual websites, 40–42
charities with branded websites, 44
newsletters via email. See email
The Next Generation of American Giving study, 32, 34–35
Nielsen, Jakob, 108
Nonprofit Communications Trends Report, 2011, 88
Nonprofit Marketing Guide, 75
nonprofits. See also specific nonprofits
channels used for donating, 35
demographics of donors, 20, 34–35, 91, 96
and individuals
non-charity category, 4
registered nonprofit status (See legal issues, 501(c)(3) nonprofit status)
size, percent raised based on, 4, 33
Nonprofit Social Network Benchmark Reports, 41, 112, 117
nonprofit success stories
Klein, Karen, 68
Steingruebl, Andy and Heather, 18
Nonprofit Text Messaging Benchmarks, 2010, 105
npEngage, 36
NTEN (Nonprofit Technology Network), 41, 112
O
offline fundraising, fundraising; online fundraising; mobile fundraising
Olivola, Christopher, 30
online fundraising, 4. See also fundraising; mobile fundraising
avoiding asking face-to-face, 61
campaign coordination with offline fundraising, 60, 91–92
cost effectiveness, 20
definition, 4
versus direct mailing, 16, 20, 33, 91–92
non-charity category, 4
planning stage, 56–60 (See also websites for nonprofits)
raising money without asking for money, 64
versus telemarketing, 20
Online Giving Report, 33
P
Parsons, Linda M., 20
Payment Card Industry (PCI) standards, 74–75, 128
PayPal
Express Checkout, 129
PCI standards compliance, 75, 128
Giving Widget, 23
Here, thumb-sized card readers, 7
limitations for individual fundraisers, 69
Mobile Express Checkout, 129
and nonprofits
Community Help forum, 132
data management, 131
general information, 132
goals, 128
Help Center, 132
reasons for using, 128
Payments Pro and Standard
PCI standards compliance, 75
Premier account, 21
Virtual Terminal
PCI standards compliance, 75
rates for nonprofits, 130
PCI (Payment Card Industry) standards, 74–75, 128
peer-to-peer websites. See social giving websites
Pew Research Center, 112
donation pledges with each pin, 41
impact on fundraising, 114–115
planning stage of fundraising, 9–10, 56–57. See also websites for nonprofits
budget templates, 58
campaign coordination with offline tactics, 60, 91–92
campaign guidelines, 60
case statements, 57
donor management systems, 59
Polldaddy, 118
Predictive Response, 86
prospecting stage of fundraising. See also social media websites
definition, 10
Publication 526, Charitable Contributions, IRS, 69
Q
QR (Quick Response) codes, 102–103, 106–107
QRpedia label, 103
Quora, impact on fundraising, 115
R
Ramsey, Fiona, 8
recycling electronics as fundraiser, 64
registered nonprofits. See legal issues
Relay for Life walk, American Cancer Society, 19
Roberts, Andrea Alston, 20
S
Seafood Watch app, Monterey Bay Aquarium, 100–101
search engines and raising money, 64
ShareCraft 2012—Save the Children Challenge FundRazr campaign, 41
Short Message Service (SMS), 104–105
Sidorov, Max, 68
social giving websites, 40
social media websites. See also specific social media websites
audiences
joining conversations with, 118–119
listening to, 121
tailoring content to, 120
using surveys with, 118
benefits of, 112
coordinating with other media, 116
maintaining calendar, 116
measuring results, 122
tracking activity, 119
using multimedia content, 120–121
definition, 4
habits of entire population, 112–113
venues for donations, 40–41, 44, 49
Social Mention, 119
solicitation stage of fundraising
definition, 11
demographics of donors, 20, 34–35, 91, 96
spreaders, ladder of engagement, 62–63
state laws, Unified Registration Statement, 70–71
Stay Exempt, IRS, 70
Steingruebl, Andy and Heather, 18
stewardship stage of fundraising
keeping donors up-to-date, 84
SurveyMonkey, 118
T
TAP (mobile walking tours), 102
Target Analytics, 91
tax-exempt status. See legal issues
Team in Training walks, Leukemia & Lymphoma Society, 19
telemarketing versus online fundraising, 20, 91
textPlus, 105
“Through the Eyes of Elise” Facebook page, 18
Tumblr, 115
TweetDeck, 119
coordination with fundraising sites
Fundly, 48
FundRazr, 24
Givezooks!, 49
HelpAttack!, 49
JustGive, 50
donation pledges per tweet, 41
growth of, 112
impact on fundraising, 114–115
measuring followers, 122
nonprofit organization pages, 40, 44
U
Unified Registration Statement, 70–71
V
VerticalResponse, 86
VirtualWorkshop/Form990 website, 72
volunteering
company contributions for volunteer hours, 64
information on websites, 43, 89
percentage involved, 61
W
Walsh, Pat, 113
websites for nonprofits. See also email
content
appealing to all engagement levels, 62–63
volunteering information, 43
content/donor management software, 44, 59, 108
donation page/buttons, 43
branding versus generic, 44
email confirmations for donations, 43, 59
fundraising sites, list, 46–51
social media page links, 44
Subscribe/Unsubscribe buttons, 85–86, 90
tracking with analytics tools, 60
WhatCounts, 86
Y
Yahoo! Groups, 86