Introduction

So you have a mission and the passion to reach it. What do you do next?

There are many reasons why people or organizations collect donations, such as

• To help a friend with medical bills

• To support school projects

• To fund research to solve a world problem

• To help a local arts group produce its next show

The needs are almost endless, but there are some commonalities that stretch across most types of fundraising. In the chapters ahead, you will find important insights on what you need to know before you embark on your next campaign. Whether you are an individual, a small organization, or a large nonprofit, we offer many tips on how to gain wider reach and support. We also highlight important industry trends and navigate the new online fundraising technology, which can help you meet your goals.

First, you need to know what kind of people donate and what motivates them. Having a deeper understanding of donor motivations and demographic patterns will help you plan a strategy that yields better results. We give you a tour of the fundraising landscape, which will help you figure out where to put your resources.

Another important aspect of any type of fundraising is to consider the ethical, legal, and tax implications. While this book cannot replace professional guidance, it does provide an overview of these topics to assist you in your planning.

Then there is storytelling. Modern media technology has brought this old tradition to new heights. In this guide, you’ll discover how to communicate your mission. There are many simple techniques you can use to make your story resonate with your existing supporters, and to win over new ones. We also point you to solutions that can help you create unique campaigns, as well as track and manage the support you’ll gain from them.

Social media, crowdfunding, multichannel—buzzwords everywhere! But what do they really mean? Don’t panic. These terms all refer to vehicles that make reaching out to donors more effective. Today, people can connect in more fun, innovative ways than ever before. The “social” topic is crucial, so this guide covers the basics; in addition, we offer a companion book, The PayPal Official Insider Guide to Social Media, which examines the topic in more depth.

Mobile, mobile, mobile! If you are on the run like most of us, and need mobile fundraising solutions, jump ahead to Chapter 8, where we share must-haves and new tools like “responsive design,” text-to-give, and mobile pledging. After reading this chapter, you will be able to go full speed ahead with a mobile strategy.

Just in the past several years, advances in technology have created tremendous shifts in how we lead our lives. Society is at a pivotal point in time where people are reaching out and engaging with each other in new and exciting ways. At PayPal, we work with many different kinds of customers and partners doing incredible, innovative things with fundraising. We put together this book to share our knowledge. We hope it helps you reach higher ground in your mission.

—Tanya Urschel
PayPal Nonprofit Engagement