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Nonprofit Internet Strategies: Best Practices for Marketing, Communications, and Fundraising Success Hardcover – March 14, 2005

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Nonprofit Internet Strategies: Best Practices for Marketing, Communications, and Fundraising Success + Fundraising on the Internet: The ePhilanthropyFoundation.org's Guide to Success Online, 2nd Edition
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Editorial Reviews

From the Inside Flap

ePhilanthropy is an ongoing process of communicating, educating, cultivating, and soliciting nonprofit supporters to build and enhance stronger relationships. It has become such a powerful tool that many of the most seasoned professionals have not only learned new skills but have also completely reevaluated how they approach almost every aspect of fundraising.

Designed to be an everyday reference for nonprofit managers, staff, and volunteers, Nonprofit Internet Strategies is a practical manual written in a language that is not technical but, instead, rooted in the language of nonprofit staff members and focused on the everyday management issues they face. It helps all types of charitable organizations analyze and select best practices for developing multiple Internet strategies to integrate with their traditional marketing, communications, and fundraising methods.

Nonprofit Internet Strategies covers the five key ePhilanthropy strategies that have led many nonprofit organizations to succeed:

  • The Relationship: Integrate All Supporter Messages
  • Give Supporters a Reason to Visit You Online
  • Interact with Supporters, Don't Just Send Messages
  • Communicate Using Multiple Methods
  • Assess and Improve Performance

Featuring an impressive group of international contributors addressing global applications, this excellent how-to guide is based on real-life occurrences and case studies demonstrating proven, practical ways to use the advantages of the Internet in all areas of public awareness and mass communications. Readers will benefit from the successes and failures of other organizations that have sought to define and develop fully integrated approaches to online and offline applications for the Internet to:

  • Advance their causes
  • Inform their public
  • Raise public confidence and trust in their mission and vision
  • Engender gifts, grants, and contributions, as well as new advocates and volunteer supporters

Nonprofit Internet Strategies is a powerful tool for nonprofit managers and everyone leading a nonprofit organization in marketing, communications, and fundraising, as well as information technology.

From the Back Cover

A comprehensive best-practices approach to developing multiple strategies for using the Internet to boost your nonprofit's success

Nonprofit Internet Strategies helps all types of charitable organizations analyze and select best practices for developing multiple Internet strategies to integrate with their traditional marketing, communications, and fundraising methods, in order to:

  • Advance their causes
  • Inform their public
  • Raise public confidence and trust in their mission and vision
  • Engender gifts, grants, and contributions, as well as new advocates and volunteer supporters

Featuring an international group of contributors, this practical manual provides global applications with how-to guidance and proven, practical methods for using the advantages of the Internet in all areas of public awareness and mass communications.

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Product Details

  • Hardcover: 360 pages
  • Publisher: Wiley; 1 edition (March 14, 2005)
  • Language: English
  • ISBN-10: 0471691887
  • ISBN-13: 978-0471691884
  • Product Dimensions: 7.3 x 1.2 x 10.3 inches
  • Shipping Weight: 1.9 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #1,066,861 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

12 of 13 people found the following review helpful By E. E. Fisher on March 23, 2005
Format: Hardcover
The book provides a great overview of fundraising, communications and marketing online. Each chapter is a separate essay by an expert in the field. Topics include ePhilanthropy Strategy, Multichannel Marketing, Integrating Online and Offline Databases, Building Online Communities, Reaching & Inspiring Donors Online, Advocacy, Staffing, and ePhilanthropy Regulation and the Law.

The field of ePhilanthropy is evolving and many organizations are seeking answers to implementing online programs. This book offers great perspectives on how nonprofits can take advantage of technology to increase their effectiveness.

(Eve Fisher, Eden Web Consulting, M.S. Technical Communications)
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10 of 11 people found the following review helpful By Brian Walsh on March 17, 2005
Format: Hardcover
Not Your Father's ePhilanthropy: Online Fundraising Comes of Age - and So Should You

By: Brian Walsh

(originally published on onPhilanthropy.com)

For more than a decade now, ePhilanthropy has been the rage among nonprofit organizations. During the concept's infancy, many thought that fundraising over the Internet would herald a new era of cheap, easy, and profitable fundraising. Nonprofits, the theory went, would be able to dip their toe into the river of the New Economy and swim in the ocean of resulting donations.

Unfortunately, this initial excitement dissipated when many nonprofit organizations did not see the results they expected from their ePhilanthropy efforts. Evidently, many nonprofits thought that by simply adding a "donate now" button to their Website, they were opening themselves up to an unprecedented new fundraising source.

Now that ePhilanthropy has learned from its childhood mistakes and is growing up, it is time for nonprofits to take another look at its potential. A great place to start is the new guidebook, "Nonprofit Internet Strategies: Best Practices for Marketing, Communications, and Fundraising."

Building upon extensive experience in the field, the book uses numerous case studies to examine what different nonprofits' ePhilanthropy strategies got right - and what they got wrong. Recognizing that fundraising, especially online fundraising, can no longer stand apart from the rest of an organization's efforts, "Nonprofit Internet Strategies" lays out clear guidelines for integrating offline activities with an organization's online presence.
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8 of 9 people found the following review helpful By William Farr on March 21, 2005
Format: Hardcover
The book's authors provide a good overview of fundraising and technology, and discuss implementation strategies with a fair amount of depth. As a prospect researcher, it is encouraging to see research and data mining covered so well. As someone who has worked in a number of nonprofits of different sizes, the chapter on staffing is the true find. Tim Mill-Groninger not only provides a good model to think through tasks and processes and how to reach effective solutions, he gives a crash course in managing staff and consultants that in a few pages is more helpful than a shelf full of business books. It has application far beyond a nonprofit's development, marketing, and IS needs.

Style-wise, the repetition of "ePhilanthropy" grates and seems awkwardly applied, considering the book's intended readers are the recipients of philanthropy, not primarily those who practice it. Content-wise, I recommend this book highly.
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3 of 4 people found the following review helpful By John Matlock on March 7, 2005
Format: Hardcover
The Internet is a new form of communications that never existed before. I believe that the changes the Internet and associated technologies such as e-mail will bring to the nonprofit sector is as big as was the printing press or the computer.

It's hard to imagine an organization of any size, be for-profit or non-profit that isn't using a computer to keep track of doners, interested people, maintain the mailing list, and of course word processing and budgeting. There was a challenge that organizations had to face when computers came out, and now there is a challenge in what to do with the Internet.

This is a book intended to give managers an insight into what the Internet can do for their organization. It talks about what can be done using the Internet to give you ideas of how it might fit into your organization. In some areas like connecting your database to the web site, it doesn't get into the technical ways to do it, just the concept.

It's a good way to get started, and it's something that you're going to have to do sooner or later.
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3 of 4 people found the following review helpful By Tom Ahern on March 3, 2007
Format: Hardcover
Frankly, I was feeling a bit out of touch. The most frequently asked questions in my workshops were about Internet fundraising, and I didn't have good answers. My quick fix: reading this book and coming away amazed, astounded, and shocked. First, by all the profitable Internet strategies out there (the book is packed with examples of stuff that works). Second, by the thoroughness of this book. Another reviewer said it was like a textbook. Don't think academic, though; think "everything you need to know between two covers" comprehensive. And practical as soup on a cold day. If I had to limit my library to just six books about fundraising communications, this title would be among them. I haven't had the privilege of hearing co-author Michael Johnston speak, but I have heard both Ted Hart and Jim Greenfield present at conferences. Purely useful, well spoken, based on vast experience.
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