Contents

Foreword

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

A Reader Resources

Industry Associations

Trade Shows and Conferences

Blogs and Websites

Books

Research and Surveys

Technical Tools

Index

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