The PayPal Official Insider Guide to Online Fundraising

The PayPal Official Insider Guide to Online Fundraising

by Jon Ann Lindsey

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The PayPal Official Insider Guide to Online Fundraising by Jon Ann Lindsey

This PayPal Press book offers practical fundraising money management ideas drawn directly from those with first-hand experiences and insights in the NPO field. Novices will learn step-by-step applications while established NPO officers will appreciate exclusive updates.  Readers in all areas of NPO engagement will refer to this latest PayPal Press book often--as a primer and a program. The result is that in applying more effective fundraising techniques and money management tools through this PayPal advice, readers will have more key time and energy to devote to their charity cause.

Product Details

ISBN-13: 9780133017410
Publisher: Pearson Education
Publication date: 11/26/2012
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 160
File size: 9 MB

About the Author

Jon Ann Lindsey is a global content manager for PayPal. Her work has included global consultancy to develop thought leadership for audiences that include C-level executives, NGOs, and governments worldwide.

Table of Contents

Foreword v

Introduction xi

Part 1 Online Fundraising Basics

1 Why Online Fundraising? 2

Online Fundraising Defined 4

Who Do We Think You Are? 4

Fundraising Facts 5

Types of Online Fundraising 6

Who's Who in Online Fundraising 8

The Online Fundraising Cycle 9

Helping Hand 12

2 Think Outside the Envelope 14

Clicking on the Rise 16

Causes We Care About 17

A Toolkit for Giving and Receiving 21

Helping Hand 25

3 What Makes Donors Click 26

Why People Give-Science Has Its Say 28

Why People Give-the People Themselves Weigh In 31

Givers Give in Many Ways 33

The Most Wonderful Time of the Year 35

Helping Hand 37

4 A Wealth of Fundraising Options 38

Getting to Know the Online Neighborhoods 40

Success Begins at Home 41

How to Show You're on the Ball 42

Online Fundraising Websites for Nonprofits and Donors 46

Helping Hand 51

Part 2 Online Fundraising Operations

5 Lay the Groundwork for Fundraising 54

Are You Ready to Fundraise? 56

Making the Move to Online Fundraising 59

Planning an Online Fundraising Campaign 60

You Have to "Ask" 61

Understanding the "Ladder of Engagement" 62

Helping Hand 65

6 Keep Your Legal House in Order 66

Guidelines for Individuals 68

Complete and Maintain Required Forms 69

Satisfy the Feds, Too 71

Ethical Conduct Builds Trust 73

Helping Hand 79

Part 3 Online Fundraising Media

7 Fundraising Beyond the Homepage 82

Email: Versatile and Valuable 84

Multiple Channels, Multiple Gifts 91

Helping Hand 92

8 Going Mobile 94

The Unstoppable Smartphone 96

Consider Your Priorities 97

Nice-to-Haves 98

Helping Hand 109

9 Getting Social 110

Social Media Goes Mainstream 112

The Network Effect 113

Social Media Heavyweights 114

10 Steps to Success 116

Helping Hand 123

Part 4 Fundraising with Paypal

10 How PayPal Works 126

Why Use PayPal? 128

PayPal and Nonprofits 128

Managing Your Data 131

Finding Out More 132

Helping Hand 132

Conclusion 133

A Reader Resources 134

Industry Associations 136

Trade Shows and Conferences 136

Blogs and Websites 136

Books 138

Research and Surveys 139

Technical Tools 140

Index 142

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