LEADER 05657nam 22007334a 450 001 9910783448103321 005 20230617035654.0 010 $a1-280-25489-0 010 $a9786610254897 010 $a0-471-71619-7 035 $a(CKB)1000000000239338 035 $a(EBL)231744 035 $a(OCoLC)559962048 035 $a(SSID)ssj0000212042 035 $a(PQKBManifestationID)11189034 035 $a(PQKBTitleCode)TC0000212042 035 $a(PQKBWorkID)10157838 035 $a(PQKB)11014922 035 $a(MiAaPQ)EBC231744 035 $a(Au-PeEL)EBL231744 035 $a(CaPaEBR)ebr10114198 035 $a(CaONFJC)MIL25489 035 $a(OCoLC)58916441 035 $a(EXLCZ)991000000000239338 100 $a20041028d2005 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 00$aNonprofit internet strategies$b[electronic resource] $ebest practices for marketing, communications, and fundraising success /$f[edited by] Ted Hart, James M. Greenfield, Michael Johnston 210 $aHoboken, N.J. $cWiley$dc2005 215 $a1 online resource (361 p.) 300 $aDescription based upon print version of record. 311 $a0-471-69188-7 320 $aIncludes bibliographical references and index. 327 $aNonprofit Internet Strategies: Best Practices for Marketing, Communications, and Fundraising Success; contents; foreword; introduction; Chapter 1: ePhilanthropy Strategy: Where Relationship Building, Fundraising, and Technology Meet; DEFINING ePHILANTHROPY; CREATING AN INTEGRATED ePHILANTHROPY STRATEGY (IEPS); DONORS MUST BE ASKED; BACK TO THE FUTURE; SIX CATEGORIES OF SERVICES; COMMUNICATION/EDUCATION AND STEWARDSHIP; ONLINE DONATIONS AND MEMBERSHIP; PROSPECT RESEARCH; VOLUNTEER RECRUITMENT AND MANAGEMENT; RELATIONSHIP BUILDING AND ADVOCACY; CONCLUSION; ENDNOTES 327 $aChapter 2: It All Begins with Strategy: Using the Internet as a Strategic ToolA COMMON SITUATION; EARLY RETURNS ON ePHILANTHROPY; ORGANIZATIONAL STRATEGY; DEVELOPING AND ALIGNING STRATEGY; THE FUNDAMENTALS OF STRATEGY; MISSION, OBJECTIVES, AND ACTIVITIES; CONSTITUENCY; APPLYING STRATEGY - SAMPLE CASE; CONCLUSION; ENDNOTES; Chapter 3: Multichannel Marketing; MARKETING WITH A CHEF'S HELP; A CHEF IN A VIRGIN LAND; KNOCKING DOWN WALLS; ONE WAY OR TWO WAYS; CREATIVITY FOR BETTER RESULTS; DONOR RELATIONSHIP ONLINE: EFFICIENT, FAST, AND CHEAP; CONCLUSION; Chapter 4: Staffing ePhilanthropy 327 $aHAVING THE RIGHT FOUNDATIONTHE ISHIKAWA FISHBONE; DEPARTMENTS, TEAMS, AND TITLES; TECHNOLOGY JOBS; IN-HOUSE VERSUS OUTSOURCING; MANAGING; CONCLUSION; Chapter 5: Integrating Online and Offline Databases to Serve Constituents Better; INTRODUCTION; AN ONLINE DATABASE VERSUS AN OFFLINE DATABASE; WHICH DATABASE IS RIGHT FOR ME?; HOW DOES MY DATABASE INTEGRATE WITH MY WEB SITE?; INTEGRATING ASPS WITH YOUR CURRENT FUNDRAISING DATABASE; WHAT IS DONOR DEVELOPMENT?; PROSPECT RESEARCH; DATA MINING AND DATA OR PROSPECT SCREENING; PRIVACY BEST PRACTICES; CONFIDENTIALITY AND YOUR DATABASE 327 $aSHARING INFORMATIONUSING YOUR OFFLINE DATABASE ONLINE; CASE STUDY: THE CHILDREN'S WISH FOUNDATION OF CANADA; THE VAST GALAXY OF THE INTERNET; THE CHALLENGE; SUGGESTED READINGS; ENDNOTES; Chapter 6: Online Community Building; THE NATURE OF THE NET; THE BASICS OF ONLINE MARKETING; GIVE YOUR VISITORS WHAT THEY ARE LOOKING FOR; BUILDING AN ONLINE MARKETING STRATEGY; CONCLUSION; ADDITIONAL SOURCES; Chapter 7: Building Successful Online Communities; MOVING TOWARD A NEW MODEL OF ONLINE COMMUNITY; STRATEGIES FOR BUILDING COMMUNITY; Chapter 8: Building Your Brand Online 327 $aTHE BASIC BRANDING BUILDING BLOCKSTAKING YOUR BRAND ONLINE; WHAT MAKES A SUCCESSFUL BRAND ONLINE?; INTERACTIVITY IS KEY; IT'S ALL ABOUT TRUST; THE BRANDING EDGE FOR THE NONPROFIT SECTOR; Chapter 9: Inspiring Donors Online: How Your Message Can Make People Feel Extraordinary; THE AWAKENING; THE DONOR; THE MESSAGE; CAREFULLY DESIGN THE MESSAGE; HOPEFUL EMILY; Chapter 10: Online Advocacy: How the Internet Is Transforming the Way Nonprofits Reach, Motivate, and Retain Supporters; INTRODUCTION; DEFINING ADVOCACY; HOW INTERNET TECHNOLOGY IS TRANSFORMING ADVOCACY 327 $aHOW ONLINE ADVOCACY IMPACTS FUNCTIONS IN ADDITION TO PUBLIC POLICY 330 $aNonprofit Internet Strategies offers every charitable organization the opportunity to analyze their options and select the appropriate strategy to integrate traditional marketing, communications, and fundraising practices with their online efforts. It is an excellent how-to guide--a practical manual for nonprofit staff written in non-technical language--prepared by experts in the field based on real-life experiences and case studies. 606 $aInternet marketing$xComputer network resources 606 $aNonprofit organizations$xComputer network resources 606 $aInternet 606 $aTelecommunication 606 $aFund raising$xComputer network resources 615 0$aInternet marketing$xComputer network resources. 615 0$aNonprofit organizations$xComputer network resources. 615 0$aInternet. 615 0$aTelecommunication. 615 0$aFund raising$xComputer network resources. 676 $a658/.054678 701 $aHart$b Ted$f1964-$01507611 701 $aGreenfield$b James M.$f1936-$01507612 701 $aJohnston$b Michael W.$f1963-$01507613 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910783448103321 996 $aNonprofit internet strategies$93738491 997 $aUNINA