Internet Management for Nonprofits

The essential guide for nonprofits wanting to manage their Internet applications in a coordinated, cost-effective, and efficient manner

The rapid onset of increasingly advanced and complex technologies has challenged nonprofits to invest with their sparse resources in attempting, and failing, to keep pace with for-profit companies, with the result that most now cannot compete with new commercial products and commercial applications. Nonprofit Internet Management reveals how current technologies can be utilized in full measure most effectively by nonprofits and addresses how to manage various applications for maximum benefit to internal operations and community service.

• Covers management models, social networking information, case studies, fundraising strategies, collaboration and coordination examples, and sample communications techniques
• Includes chapters written by leading Internet professionals
• In-depth discussion of Website design, technology trends, social networks, managing the organization using online tools, E-governance and board leadership, prospect research and donor modeling, volunteer recruitment and management, mobile technology, stewardship and relationship management, and green technology applications

Filled with case studies, Nonprofit Internet Management also includes screenshots, tables, worksheets and checklists. It's an essential resource for every nonprofit organization operating in our modern wired world.

Introduction: A Primer for Board Members and Nonprofit Executives ix
Ted Hart

About the Editors xvii

Part I Effective Management and Leadership Tools 1

Chapter 1 The ROI of Social Media 3
Beth Kanter

Chapter 2 Path to Managing Your Organization Using Online Tools 25
Michael Sola and Tim Kobosko

Chapter 3 E-governance is Good Governance 45
Dottie Schindlinger and Leanne Bergey

Chapter 4 Social Collaboration and Productivity 63
Russell M. Artzt, John Murcott, and Mark Fasciano

Chapter 5 Insight Tools for Surviving and Thriving 83
Roger M. Craver and Ryann Miller

Chapter 6 Demystifying Online Metrics 103
Steve MacLaughlin

Part II Managing Fundraising and Building Communities Online 129

Chapter 7 Managing Fundraising and Building Communities Online 131
Adrienne D. Capps

Chapter 8 The Nonprofit Leader’s Volunteer Recruitment and Retention Strategies 159
Walter P. Pidgeon Jr.

Appendix 8A Highlights of America’s Philanthropic and Volunteering Heritage 177

Appendix 8B Creative Marketing Example 179

Chapter 9 How Successful are Your Social Media Efforts? 181
Danielle Brigida and Jonathon D. Colman

Chapter 10 Social “Trysumers” 203
Marcelo Iniarra Iraegui and Alfredo Botti

Chapter 11 Social Networks 223
Philip King

Chapter 12 Prospect Modeling, Prospect Research 241
Lawrence C. Henze

Chapter 13 No Borders 269
Andrew Mosawi and Anita Yuen

Part III Making Technology Work for Your Organization 289

Chapter 14 Effective Web Design 291
Allan Pressel

Chapter 15 Multichannel Fundraising 315
Michael Johnston and Matthew Barr

Appendix 15A Competency Profile of a Manager or Director of Integrated Fundraising 339

Chapter 16 12 Steps to Protect Your Organization and Donors from Fraud and Identity Theft 345
Catherine N. Pagliaro

Chapter 17 Mobile Technology 367
Ben Rigby

Case Study Transforming Activists into Donors---Nicolas Hulot Foundation Case Study 385
Frédéric Fournier

Notes 399

AFP Code of Ethical Principles and Standards 407

A Donor Bill of Rights 408

Index 409

"Just as "Internet Management for Nonprofits" advises its readers to do, the book is available via different channels - including Kindle, online, e-mail updates and hardcover - and takes on the appropriate identity in each. Lead editor Ted Hart says the three-part book covers topics ranging from digital fundraising to how the Internet can make non-profit management easier. Chapter one starts off with one of the more controversial topics in marketing today "The ROI of Social Media", and gets more intense from there, delving into online security, multichannel fundraising and Web analytics. And those are just a few of the chapters." (Fundraising Success Magazine, September 2010)

TED HART, ACFRE, is considered one of the foremost experts in both online and traditional fundraising around the world. He has more than twenty-four years' experience in nonprofit management and fundraising. He serves as CEO of Hart Philanthropic Services (tedhart.com), an international consultancy to nonprofits and NGOs, providing serious solutions to nonprofit challenges both online and offline.

STEVE MACLAUGHLIN has spent more than fourteen years building successful online initiatives with a broad range of Fortune 500 firms, government and educational institutions, and nonprofit organizations across the world. Steve is currently Director of Internet Solutions at Blackbaud and is responsible for leading how the company provides online solutions for its clients.

JAMES M. GREENFIELD has served since 1962 as a fundraising executive to three universities and five hospitals on the East and West Coasts and in between. He retired from Hoag Memorial Presbyterian Hospital in 2001 after fourteen years as Senior Vice President, Resource Development, and as Executive Director, Hoag Hospital Foundation, where more than $120 million was raised during his tenure.

PHILIP H. GEIER JR., is a dedicated communications industry leader and activist who defined the modern advertising holding company, and is widely recognized for having championed and personally embodied the client-centric business model. In February 2001, Geier formed The Geier Group LLC to provide consulting/advisory services in marketing, communications and venture capital. The twenty-first century belongs to a new generation, a generation that's plugged in, online, and never out of touch. Ever. It's no secret that if your nonprofit wants to reach more people, it's got to better manage its use of the Internet as a means of educating, cultivating, soliciting, and communicating with current and potential donors. After all, your competitors are doing it!

Revealing how your nonprofit can put current technologies to full use for full benefit, Internet Management for Nonprofits demystifies Internet management with strategies you can put to use right away. Now you can leverage the Internet's capabilities—from social media, Web 2.0, and online metrics to online giving analytics, effective Web design, and mobile technology—with practical advice from experts in the field to help improve your technology strategies and truly see measurable results.

Here, you'll find workable guidance on:

• Effective management and leadership tools

• The art of listening

• How to manage your organization using online tools

• Implementing e-governance successfully

• Raising funds and awareness more efficiently with Web 2.0 tools

• Insight tools for surviving and thriving

• Volunteer recruitment and retention strategies for the nonprofit leader

• Leveraging the Internet to fundraise internationally

E-mail marketing and direct mail are still proven marketing and fundraising methods. But it's time to boost your organization's efforts through the Internet. Packed with management models, social networking information, case studies, fundraising strategies, collaboration and coordination examples, sample communications techniques, and much more, Internet Management for Nonprofits helps you take it step by step, with vital ideas on making your Internet marketing and communications strategies and fundraising more effective in these rapidly changing times.

INTERNET MANAGEMENT FOR NONPROFITS

The twenty-first century belongs to a new generation, a generation that's plugged in, online, and never out of touch. Ever. It's no secret that if your nonprofit wants to reach more people, it's got to better manage its use of the Internet as a means of educating, cultivating, soliciting, and communicating with current and potential donors. After all, your competitors are doing it!

Revealing how your nonprofit can put current technologies to full use for full benefit, Internet Management for Nonprofits demystifies Internet management with strategies you can put to use right away. Now you can leverage the Internet's capabilities—from social media, Web 2.0, and online metrics to online giving analytics, effective Web design, and mobile technology—with practical advice from experts in the field to help improve your technology strategies and truly see measurable results.

Here, you'll find workable guidance on:

• Effective management and leadership tools
• The art of listening
• How to manage your organization using online tools
• Implementing e-governance successfully
• Raising funds and awareness more efficiently with Web 2.0 tools
• Insight tools for surviving and thriving
• Volunteer recruitment and retention strategies for the nonprofit leader
• Leveraging the Internet to fundraise internationally

E-mail marketing and direct mail are still proven marketing and fundraising methods. But it's time to boost your organization's efforts through the Internet. Packed with management models, social networking information, case studies, fundraising strategies, collaboration and coordination examples, sample communications techniques, and much more, Internet Management for Nonprofits helps you take it step by step, with vital ideas on making your Internet marketing and communications strategies and fundraising more effective in these rapidly changing times.