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Donor Cultivation and the Donor Lifecycle Map : A New Framework for Fundraising.

Author/Creator:
Polivy, Deborah Kaplan.
Publication:
Somerset : John Wiley & Sons, Incorporated, 2013.
Format/Description:
Book
1 online resource (242 pages)
Edition:
1st ed.
Series:
Wiley Nonprofit Authority Ser.
Wiley Nonprofit Authority Ser.
Status/Location:
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Subjects:
Fund raising.
Nonprofit organizations -- Management.
Nonprofit organizations.
Form/Genre:
Electronic books.
Summary:
A fresh look at fundraising that depends upon the donor lifecycle, resulting in increased financial resources over time and a more stable bottom line for nonprofits A guide to better and more strategic fundraising, Donor Cultivation and the Donor Life Cycle Map presents the donor lifecycle map, which is circular in form, revealing how the convergence of the two subject matters-cultivation and the lifecycle map-can lead to better and more strategic fundraising. Author Deborah Kaplan Polivy specifically addresses the topic of cultivation and how, when focused over the donor lifecycle, it can become a logical and focused activity for obtaining increasingly large gifts. Step-by-step guidance and practical tools for understanding and making the most of the donor lifecycle Coverage includes Introduction to Donor Cultivation, Defining Donor Cultivation, Donor Cultivation Tools and the Donor Lifecycle: How and Where They Intersect, and Impediments to the Implementation Process Features a companion website with a variety of online tools to help readers implement key concepts Part of the Wiley Nonprofit Authority Series Donor Cultivation and the Donor Life Cycle Map seeks to change the perspective from transactional fundraising to recurring fundraising, beginning with the first donation and extending to the very last-an endowment that keeps on giving even after death.
Contents:
Donor Cultivation and the Donor Lifecycle Map: A New Framework for Fundraising
Contents
Foreword
Preface
Acknowledgments
Introduction
And So This Book
1 Defining Donor Cultivation
The Donor Lifecycle Map
Why Focus on All Three Goals of Cultivation?
The Lifecycle Map as a Framework for Thinking about Donor Cultivation
Summary
2 Increasing Donor Diversity
Increasing Diversity Decreases Risk
Illustrating the Numbers
Summary
3 Building a Foundation
Highlight the Mission and How to Achieve It
Take Advantage of a Strategic Plan
Build a Top-Notch Back Room
Summary
4 Utilizing Personal Donor Cultivation Tools
Personal Donor Cultivation Tools
Schedule Face-to-Face Meetings
Thank the Donor in a Personal and Timely Fashion
Use the Telephone
Involve on a Committee, Board, or Task Force
Conduct Site Visits
Invite to a Special Function, Such as a Sporting Event or Lecture
Organize Private Events and Special Opportunities (e.g., Parties, Leadership or Solicitation Training, Giving Circles)
Include in a Feasibility Study
Recognize Major Celebrations and Events in the Lives of Prospects and Donors
Ask for Gifts in a Strategic and Timely Fashion
Summary
5 Applying Nonpersonal Donor Cultivation Tools
Nonpersonal Donor Cultivation Tools
Send Up-to-Date Information (e.g., Magazines, Newsletters)
Create a Brochure
Produce Events
Communicate through Social Media
Recognize Donors Publicly
Send Annual Reports
Use Complementary and Available Public Media Outlets (e.g., Newspapers, Radio Stations)
Summary
6 The Intersection of Donor Cultivation Tools and the Donor Lifecycle Map
Cultivation Tools for Obtaining the First Gift
Cultivation Tools for Obtaining the Second Gift
Moving Second Gift to Second-Year Active
Multiyear Active.
Major or Stretch Giving
Ultimate Giving
Summary
7 Determining Priorities among Donors
The Donor Pyramid
Age
Gender
Summary
8 Impediments to Change
The Culture of Philanthropy and the Role of the Executive Director
The Board as an Obstacle to Change
Summary
9 A Case Study in Effecting Change
A Little Background Information
The Interview
How did your national experience affect how you organized the fundraising effort at WMHT?
What does that mean in terms of actions on the ground?
What other changes did you make right away?
How do you obtain your new donors?
How does WMHT move them from first-time to second-gift donors and beyond?
Of those people who renew on a regular basis, how do you identify prospects for a major gift or what WMHT refers to as "leadership giving"?
What kind of thank-you notes do you send?
How else do you involve the board?
Do you use any additional cultivation tools?
What impediments have you encountered in terms of making changes to the development process?
Can you talk about any specific outcomes in terms of overall giving that you think are the result of fundraising changes you have made?
Summary
10 (Re)engaging Lapsed Donors
Drivers of Donor Loyalty
1. Service Quality
2. Risk
3. Trust
4. Shared Beliefs
5. Learning
6. Personal Link
7. Multiple Engagements
The Reasons Donors Stop Giving
1. Financial
2. Complaint
3. Lower Importance than Other Issues
How to Identify the Reason for Stopping Support
Classifying Lapsed Donors
Lapsing
Inactive
Deep Lapsed
Stopped
Developing an Effective Reactivation Program
Applying the Proper Tools
Nonpersonal Tools
Personal Tools
Who Should Reactivate the Donor and How?
Identifying and Reactivating Ultimate-Giving Prospects
Summary.
11 The Donor Lifecycle Map and Cultivation Tools
Feasibility of Effecting Change
Summary
About the Author
About the Companion Website
Index.
Notes:
Description based on publisher supplied metadata and other sources.
Local notes:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2021. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Other format:
Print version: Polivy, Deborah Kaplan Donor Cultivation and the Donor Lifecycle Map
ISBN:
9781118603789
9781118603772
OCLC:
861559785