Donor Cultivation and the Donor Lifecycle Map + We Website – A New Framework for Fundraising

<p>Foreword v</p>
<p>Preface vii</p>
<p>Acknowledgments xi</p>
<p>Introduction 1</p>
<p>And So This Book 3</p>
<p>1 Defining Donor Cultivation 5</p>
<p>The Donor Lifecycle Map 7</p>
<p>Why Focus on All Three Goals of Cultivation? 10</p>
<p>The Lifecycle Map as a Framework for Thinking about Donor Cultivation 13</p>
<p>Summary 16</p>
<p>2 Increasing Donor Diversity 17</p>
<p>Increasing Diversity Decreases Risk 17</p>
<p>Illustrating the Numbers 20</p>
<p>Summary 25</p>
<p>3 Building a Foundation 27</p>
<p>Highlight the Mission and How to Achieve It 28</p>
<p>Take Advantage of a Strategic Plan 33</p>
<p>Build a Top–Notch Back Room 35</p>
<p>Summary 40</p>
<p>4 Utilizing Personal Donor Cultivation Tools 43</p>
<p>Personal Donor Cultivation Tools 48</p>
<p>Summary 78</p>
<p>5 Applying Nonpersonal Donor Cultivation Tools 81</p>
<p>Nonpersonal Donor Cultivation Tools 81</p>
<p>Summary 113</p>
<p>6 The Intersection of Donor Cultivation Tools and the Donor Lifecycle Map 115</p>
<p>Cultivation Tools for Obtaining the First Gift 116</p>
<p>Cultivation Tools for Obtaining the Second Gift 120</p>
<p>Moving Second Gift to Second–Year Active 127</p>
<p>Multiyear Active 129</p>
<p>Major or Stretch Giving 133</p>
<p>Ultimate Giving 135</p>
<p>Summary 140</p>
<p>7 Determining Priorities among Donors 143</p>
<p>The Donor Pyramid 145</p>
<p>Age 148</p>
<p>Gender 155</p>
<p>Summary 160</p>
<p>8 Impediments to Change 163</p>
<p>The Culture of Philanthropy and the Role of the Executive Director 163</p>
<p>The Board as an Obstacle to Change 170</p>
<p>Summary 172</p>
<p>9 A Case Study in Effecting Change 175</p>
<p>A Little Background Information 176</p>
<p>The Interview 178</p>
<p>Summary 186</p>
<p>10 (Re)engaging Lapsed Donors 189</p>
<p>Drivers of Donor Loyalty 191</p>
<p>The Reasons Donors Stop Giving 194</p>
<p>How to Identify the Reason for Stopping Support 196</p>
<p>Classifying Lapsed Donors 197</p>
<p>Developing an Effective Reactivation Program 200</p>
<p>Applying the Proper Tools 201</p>
<p>Who Should Reactivate the Donor and How? 204</p>
<p>Identifying and Reactivating Ultimate–Giving Prospects 205</p>
<p>Summary 206</p>
<p>11 The Donor Lifecycle Map and Cultivation Tools 207</p>
<p>Feasibility of Effecting Change 210</p>
<p>Summary 215</p>
<p>About the Author 217</p>
<p>About the Companion Website 219</p>
<p>Index 221</p>