Nonprofit internet strategies phần 1

InternetnStrategies Best Practices for Marketing, Communications, and Fundraising Success TED HART JAMES M. GREENFIELD MICHAEL JOHNSTON John Wiley & Sons, Inc. This book is printed on acid-free paper. Copyright © 2005 by John Wiley & Sons, Inc., Hoboken, New Jersey. All rights reserved. Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copy-right Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. For general information on our other products and services, or technical support, please contact our Customer Care Department within the United States at 800-762-2974, outside the United States at 317-572-3993 or fax 317-572-4002. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our Web site at www.wiley.com. Library of Congress Cataloging-in-Publication Data: Nonprofit internet strategies : best practices for marketing, communications, and fundraising / [edited by] Ted Hart, James M. Greenfield, and Michael Johnston. p. cm. Includes index. ISBN 0-471-69188-7 (cloth) 1. Internet marketing—Computer network resources. 2. Nonprofit organizations— Computer network resources. 3. Internet. 4. Telecommunication. 5. Fund raising— Computer network resources. I. Hart, Ted, 1964– II. Greenfield, James M., 1936– III. Johnston, Michael W., 1963– HF5415.1265.N65 2005 658¢.054678—dc22 2004025805 Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 contents Foreword x Introduction xiii CHAPTER 1 ePhilanthropy Strategy: Where Relationship Building, Fundraising, and Technology Meet 1 Ted Hart, ACFRE, ePMT ePhilanthropyFoundation.org Defining ePhilanthropy 2 Creating an Integrated ePhilanthropy Strategy (IePS) 2 Donors Must Be Asked 6 Back to the Future 6 Six Categories of Services 7 Communication/Education and Stewardship 8 Online Donations and Membership 11 Prospect Research 12 Volunteer Recruitment and Management 14 Relationship Building and Advocacy 15 Conclusion 15 CHAPTER 2 It All Begins with Strategy: Using the Internet as a Strategic Tool 17 Anthony J. Powell, CFRE, ePMT Blackbaud Consulting Services A Common Situation 17 Early Returns on ePhilanthropy 18 Organizational Strategy 18 Developing and Aligning Strategy 19 The Fundamentals of Strategy 20 Mission, Objectives, and Activities 21 Constituency 22 Applying Strategy—Sample Case 23 Conclusion 24 CHAPTER 3 Multichannel Marketing 26 Marcelo Iñarra Iraegui, ePMT Greenpeace International Marketing with a Chef’s Help 26 iii iv Contents A Chef in a Virgin Land 27 Knocking Down Walls 28 One Way or Two Ways 34 Creativity for Better Results 35 Donor Relationship Online: Efficient, Fast, and Cheap 36 Conclusion 37 CHAPTER 4 Staffing ePhilanthropy 39 Tim Mills-Groninger IT Resource Center Having the Right Foundation 39 The Ishikawa Fishbone 41 Departments, Teams, and Titles 42 Technology Jobs 43 In-House versus Outsourcing 44 Managing 45 Conclusion 46 CHAPTER 5 Integrating Online and Offline Databases to Serve Constituents Better 48 Jeff Gignac, CFRE, ePMT JMG Solutions, Inc. Pamela Gignac JMG Solutions, Inc. Introduction 48 An Online Database versus an Offline Database 50 Which Database Is Right for Me? 50 How Does My Database Integrate with My Web Site? 51 Integrating ASPs with Your Current Fundraising Database 55 What Is Donor Development? 56 Prospect Research 57 Data Mining and Data or Prospect Screening 59 Privacy Best Practices 63 Confidentiality and Your Database 64 Sharing Information 65 Using Your Offline Donor Database Online 65 Case Study: The Children’s Wish Foundation of Canada 65 The Vast Galaxy of the Internet 66 The Challenge 66 Suggested Readings 66 CHAPTER 6 Online Community Building 69 George Irish, ePMT HJC New Media The Nature of the Net 69 ... - tailieumienphi.vn