Donor lifecycle map : a new framework for fundraising

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