People to People Fundraising: Social Networking and Web 2.0 for Charities


People to People Fundraising

Social Networking and Web 2.0 for Charities

People to people fundraising is the new tool to help nonprofitorgan-izations drive more philanthropy. Learn how to tap into theconsiderable opportunities of social networking on the Web withthepractical, hands-on techniques and case studies found in Peopleto People Fundraising. Written by a team of internationallyrespected names inthe field, this valuable guide ...

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People to People Fundraising

Social Networking and Web 2.0 for Charities

People to people fundraising is the new tool to help nonprofitorgan-izations drive more philanthropy. Learn how to tap into theconsiderable opportunities of social networking on the Web withthepractical, hands-on techniques and case studies found in Peopleto People Fundraising. Written by a team of internationallyrespected names inthe field, this valuable guide highlightsgreatePhilanthropy examples from around the world,illustrating howindividuals have leveraged thepower of the Internet to move greatnumbersof others to support a charity or cause.

Based on the authors' extensive real-life experiences as well aspertinent global case studies, this excellent how-to-guide isbrimming with the critical ingredients needed to harness Web 2.0for your charity, including mastermind strategies, clear analyticalframeworks, and effective operating techniques.

Packed with creative ideas, techniques, and suggestions, Peopleto People Fundraising is organized into four main sections:Community Building/Advocacy, People to People Fund-raising, TargetAudiences, and Integration Strategies. This essential handbookreveals:

  • The next major evolution in ePhilanthropy
  • Leveraging social networking to further your organization'smission
  • Converting activists to donors
  • Online tools to manage special events, "a-thons," andauctions
  • Personal fundraising widgets
  • How social networks such as MySpace and Second Life caninfluence social change
  • Milestones for e-success
  • Mining your database
  • Using mail to drive online activity
  • Integrating the phone with online pledge events
  • Fully integrated fundraising campaigns
  • Plus much more

A practical manual for nonprofit staff written in non-technicallanguage, People to PeopleFundraising is rooted in the everydaymanagement issues and language to help nonprofit staff membersbolster their charity's presence, brand awareness, and fundraisingsuccess—today and for the future.

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Editorial Reviews

From the Publisher
"The current volume is a welcome addition to the understanding of uses of the Internet in building donor-nonprofit interaction and relationships in a number of ways. It is the first roadmap that is comprehensive." (, 7/14/08)
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Product Details

  • ISBN-13: 9780470120774
  • Publisher: Wiley
  • Publication date: 12/4/2007
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 7.32 (w) x 10.43 (h) x 1.05 (d)

Meet the Author

Ted Hart, ACFRE, is an Internet and fundraising strategistwith He has over twenty years of experience incommunications, fundraising, and nonprofit management. He isfounder of the international ePhilanthropy Foundation.

James M. Greenfield, ACFRE, FAHP, was a fundraisingprofessional for forty years at five hospitals and threeuniversities. Jim has written and edited eight books on fundraisingmanagement.

Sheeraz D. Haji is the President of Convio, Inc., aleading provider of constituent relationship management softwarefor nonprofit organizations and associations. Sheeraz is a widelypublished author and a frequent speakerat industry conferences. Heserves on the boards of Convio, Inc. the Nonprofit TechnologyNetwork (NTEN), Map Buzz, and Mal Warwick Associates.

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Table of Contents

Foreward by (Dr. James Austin).

Introduction by (Ted Hart).

Section I. Community Building/Advocacy.

Chapter 1. The Changing Nature of Community: Leveraging theInternet to Build Relationships and Expand the Reach of YourOrganization By (Steve MacLaughlin ePMT).

The Essence of Community.

Community-Building is Central to Philanthropy.

The Internet Continues to Transform the Nonprofit World.

The Next Major Evolution in ePhilanthropy.

What the Internet Means to Nonprofits.

Online Communities in Action.


Chapter 2. Strategic Donor Relationship Moves Management and theInternet.

By (Bob Carter Ketchum).


Moves Management.

Developing a Moves Strategy.

Effective Communication.


Chapter 3. Advocacy 2.0: Leveraging Social Networking to FurtherYour Organization's Mission By (Sheeraz Haji Convio, Inc.,Emma Zolbrod Independent Marketing Consultant)

The Changing Landscape of Online Advocacy.

Handing Over the Reins to Your Constituents: The Role ofUser-Contributed Content and Social Networking in OnlineAdvocacy.

Unforeseen Hurdles and Challenges in Online Advocacy.

Converting Activists to Donors.

Integrating Online Advocacy into Communications Plans.

The Ever Growing Online Toolkit.

Looking Forward.

Chapter 4. Peer-to-Peer Fundraising and Community Building By(Phil King Artez Interactive, Nicci Noble The SalvationArmy).

Creating Communities of Fundraisers, Not Donors.

Getting Your Supporters To Do More Than Give.
Leave Your Office To Find Your Supporters (aka “You Won't BeTheir Homepage”).

People Give to People.

The Power of Incentives in Building Communities.

The Power of Celebrity in Building Communities.

Allow Communities To Emerge.

The 45 Percent Effect of Online Communities.

Creating Communities of Interest: Case Study of The SalvationArmy Online Red Kettle.

How Do You Look on YouTube?

Conclusion: What Gets Us Excited PK Write here too.

Section II. People-To-People Fundraising.

Chapter 5. Crafting the Marketing Strategy to Make it Happen By(Katya Andresen Network for Good, Bill Strathmann Networkfor Good).


Putting Personal Fundraising on the Couch.

Putting Personal Fundraising to Work for You.

Chapter 6. Online Tools to Manage Special Events,“A-thons” and Auctions By (Jon CarsoncMarket).

The “Old Way” of Managing Events.

The “Old Way” of Hosting Events.

The Role of the Internet in Events Management.

The Providers.

Online Products that Host and Manage Events.

Process Requirements.

Chapter 7. Relationships Take Two: Donor-Centered Stewardship By(Jon Thorsen Kintera, David Lawson Kintera).

But Enough About Me…

Can You Hear Me Now?

Money Changes Everything.

Show Me (More Than) The Money.

Relationship or Relationships?

The Medium and The Message.

Chapter 8. How Individual Supporters Use Online FundraisingPages to Make a Difference By (Mark Sutton Firstgiving,Inc.).

What is an online fundraising page?

Leverage An Individual Supporter's Social Network.

Leverage The Personal Connection.

It's All About The 'Ask'.

Fundraiser Best Practices.

Matching gifts.

Tapping into the Broader Community.

BLOGS – An Important Development In Fundraising.

Online Communities.

Personal Fundraising Widgets.

Fundraising Catalysts (Ways/Reasons to Use Online FundraisingPages).

Online Fundraising Best Practices Summary.

Benefits Round-Up.

Section III. Target Audiences.

Chapter 9. Social Networks Meet Social Change: From MySpace toSecond Life By (Sarah DiJulio M + R Strategic Services, MarcRuben M + R Strategic Services).

The Buzz.

The Reality.

The Lingo.

The Drill.

The “How To”.

The Challenges.

A Sampling of Social Networks.

The New Frontier.

Chapter 10. Senior Surfer eGifts By (Charles SchultzCrescendo Interactive, Inc.).

Senior Surfers Catch the Internet Wave.

What do Senior Surfers Expect?

Senior Friendly Websites.

Web Styles for Seniors.

eMarketing System.

Major eGifts Through Professional Advisors.




Milestones For eSuccess.

Why ePhilanthropy Succeeds – Seven Pillars ofeSuccess.

Marketing 2010.

Chapter 11. Online Marketing To Ethnic & Other SpecialInterest Communities

By (Vinay Bhagat Convio, Inc)..


The eCRM Framework: A Strategy For Building RelationshipsOnline.

Emerging Technologies and Techniques.

New Forms of Peer-to-Peer Fundraising.

Getting Started.

Concluding Comments.

Section IV. Integration Strategies.

Chapter 12. Integration of Email, Interactive Web-Based SurveyTools, Online Research, Data Analysis and Direct Marketing By (MarkConnors Amergent).


Becoming “Donor-Centric” – Understanding YourSupporters and Their View of Your Organization.

Take a Look in the Mirror.

Breaking Down Organizational Silos.

So, Does Your Organization Have a Plan?

Mining Your Database.

Make the Most of the Data You Already Have.

Collect the Right Type and Amount of Data in the OnlineWorld.

Look at Your Existing Data Through a Different Lens.

Multi-Channel Marketing – Opportunities andChallenges.

Using Mail to Drive Online Activity.

Using e-Mail and Online tools to Bolster Direct MailResults.

Using Print and General Advertising to Increase both Offline andOnline Response.

Using Online Tools to Spur Interest in and Supplement OfflineActivity.

An Example of Online/Offline Integration in a CampaignExecution.


Chapter 13. How the Telephone and The Internet are BeautifulPartners for People-to-People Fundraising By (Mike JohnstonHewitt and Johnston Consultants).

The Hormonal Advantage Of The Telephone Over The Internet InFundraising.

Integrating the Phone with Online Pledge Events.

Using the Phone to Acquire or Renew Memberships from Web BasedLists.

Using the Phone to Motivate Online Activists to BecomeDonors.

Using the Telephone to Motivate Single Gift Web Donors to BecomeMonthly Donors.

Expert Tips for Using the Phone and Online Tools Together.


Chapter 14. The Web of Integration: Fully Integrated FundraisingCampaigns By (Ryann Miller Hewitt and Johnston Consultants,Patricia MacArthur Hewitt and Johnston Consultants).

How to Avoid Errors and Plan Thoughtfully.

The Case Study: CHF.

Buttons and Banners on Company Websites.

Integration as an Organizational Philosophy.

Online and Offline Integration.

Lifecycle Integration.

Donor Relationship Integration.


Chapter 15. Your Organization in the Donor's Pocket By (MarceloIñarra Iraegui International Consultant).

What happened with the third-sector social organizationsworldwide?

One More Wish To Ask The Genie.


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