People to People Fundraising: Social Networking and Web 2.0 for Charities (Hardcover)

by Ted Hart (Author), James M. Greenfield (Author), Sheeraz D. Haji (Author)
Key Phrases: corporate social responsibility, integrated fundraising plan, personal fundraising pages, Senior Surfers, The Salvation Army, Food Bank (more...)

Editorial Reviews

Product Description
Cutting-edge strategies, data, and techniques from the world's foremost ePhilanthropy experts.

Giving donors the chance to participate in and contribute to the success of a charity beyond the online gift is proving to be successful for many nonprofits. Find out how to make the most of your online fundraising efforts with the expert advice found in People to People Fundraising: Social Networking and Web 2.0 for Charities.

Featuring a Foreword by James Austin of Harvard University, this hands-on guide is filled with creative ideas, techniques, and suggestions to help readers harness the power of social networking for your charity, including:

• Getting supporters to do more than give
• Evaluating your Web site
• Blogs — an important development in fundraising
• The power of celebrity in building communities
• How to leverage an individual supporter's social network
• Online marketing to ethnic and special interest communities
• How to influence single-gift Web donors to become monthly donors
• The opportunities and challenges of multi-channel marketing
• Why ePhilanthropy succeeds — seven pillars of e-success
• Connecting with planned gift donors and prospects
• Buttons and banners on company Web sites
• Plus much more!

Based on the authors' decades of combined real-life experiences plus scores of international case studies demonstrating ePhilanthropy success stories from around the world, People to People Fundraising provides a wealth of proven, practical techniques to help you boost your organization's success.

From the Inside Flap

People to People Fundraising

Social Networking and Web 2.0 for Charities

People to people fundraising is the new tool to help nonprofit organ-izations drive more philanthropy. Learn how to tap into the considerable opportunities of social networking on the Web with thepractical, hands-on techniques and case studies found in People to People Fundraising. Written by a team of internationally respected names inthe field, this valuable guide highlights greatePhilanthropy examples from around the world,illustrating how individuals have leveraged thepower of the Internet to move great numbersof others to support a charity or cause.

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

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

• The next major evolution in ePhilanthropy

• Leveraging social networking to further your organization's mission

• Converting activists to donors

• Online tools to manage special events, "a-thons," and auctions

• Personal fundraising widgets

• How social networks such as MySpace and Second Life can influence 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-technical language, People to PeopleFundraising is rooted in the everyday management issues and language to help nonprofit staff members bolster their charity's presence, brand awareness, and fundraising success—today and for the future.

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Product Details

• Hardcover: 288 pages
• Publisher: Wiley (December 21, 2007)
• Language: English
• ISBN-10: 0470120770
• ISBN-13: 978-0470120774
• Product Dimensions: 10 x 7.1 x 1.1 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #207,019 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars Looking to firm up your web 2.0 strategy? -- read this!, April 2, 2008

By	Todd Whitley "VP of eMarketing, The Leukemia ... (New York, New York) - See all my reviews (REAL NAME)

There are a number of books that cover the theory, get seduced by the jargon and fall short of any helpful advice. This book isn't one of them. Thoughtfully presented with case studies and an impressive array of experts, you'll find yourself bookmarking pages and jotting down notes. I recommend this book to any NPO truly interested in effectively integrating social networking into their online marketing strategy.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Integrated Fundraising - No Longer Optional, June 27, 2008

By	Norman Reiss "ePhilanthropy for nonprofit org... (New York) - See all my reviews (REAL NAME)

Ted Hart has created a wonderful primer on ephilanthropy and how to apply integrated fundraising strategies, including chapters from many experts from the nonprofit sector. Filled with profiles of nonprofits that have successfully implemented these techniques, this is well worth a read. I also feature some excerpts in my blog at www.nonprofitbridge.com.

1 of 5 people found the following review helpful:

4.0 out of 5 stars Web 1.0 Mindset Waving Web 2.0 Methods, June 29, 2008

By	Robert D. Steele (Oakton, VA United States) - See all my reviews (TOP 50 REVIEWER)

I've given this book four stars because if you want to leverage Web 2.0 methods to garner more money for your Web 1.0 "what we think best" programs, then this is the book for you.

In terms of actually creating empowered social networks where the non-profit is a facilitatator, connecting real people with micro-cash to real people with micro-needs, this book is so far back in time as to be next to useless.

Argh! This is the last gasp of the United Way/Red Cross "rip off as many as possible" so we can have our first class tickets and lifestyle and practice trickle down tax-free programs that "we the elite" decide.

There are web sites devoted to micro-connecting and micro-giving, I recommend that individuals avoid giving to any organization that does not offer open books and a complete menu of opportunities to earmark your gift for a specific need from a specific person or household. The animal and child chartities are a bit ahead of the game here, but even this can be disintermediated eventually.

I am reminded of two famous views:

"Criticize by Creating" from Machiavelo, adopted by the Flow Project.

Instead of trying to fix old systems, create new ones that displace them (paraphrase) from Buckminster Fuller.

I must disclose that recently Earth Intelligence Network sent 65 copies of its first book (the last one listed below, also free online) along with a letter of inquiry to the top foundations puporting to be addressing the ten high-level threats to humanity. We received back exactly two serious responses, six postcards blowing us off, and nothing at all from all the others. This has persuaded me that most so-called national foundations are nothing more than tax dodges and golden parachutes for a select few, and it is time we subject them to the same "open books" scrutiny that we plan for corporations and for government at all levels.

For more innovative thinking, see, among many others:
The Tao of Democracy: Using Co-Intelligence to Create a World That Works for All
Society's Breakthrough!: Releasing Essential Wisdom and Virtue in All the People
How to Change the World: Social Entrepreneurs and the Power of New Ideas, Updated Edition
The Change Handbook: The Definitive Resource on Today's Best Methods for Engaging Whole Systems
The World Cafe: Shaping Our Futures Through Conversations That Matter
One from Many: VISA and the Rise of Chaordic Organization
Leadership and the New Science: Discovering Order in a Chaotic World
The Cultural Creatives: How 50 Million People Are Changing the World
Integral Consciousness and the Future of Evolution
Collective Intelligence: Creating a Prosperous World at Peace