Lead community fundraising : successfully connecting people digitally / / Linda Mareen Neugebauer and Irene Zanko

• Autore: Neugebauer Linda Mareen
• Pubblicazione: Cham, Switzerland : , : Springer, , [2021]; ©2021
• Descrizione fisica: 1 online resource (193 pages)
• Disciplina: 658.15224
• Soggetto topico: Marketing research; Internet marketing; Nonprofit organizations
• Persona (resp. second.): ZankoIrene
• Nota di bibliografia: Includes bibliographical references.
• Nota di contenuto: Intro -- Foreword -- Preface: Why this book? -- Acknowledgments -- Contents -- 1: How Digitalization Is Changing the World? -- 1.1 How Digital Are we Already? -- 1.2 What the Digital Implies: A World Full of Algorithms -- 1.3 Is there a Digital Crisis of Confidence? -- 1.4 What Distinguishes the ``Digital´´ from the Non-digital -- 1.5 The Takeaway -- References -- 2: Where Are we Currently in Digital Fundraising? -- 2.1 Digitalization: The Bottleneck in Fundraising -- 2.2 Ten Truths in Digital Fundraising -- 2.3 Universal Opportunities for Digital Fundraising -- 2.3.1 The Power of Empathy and Compassion -- 2.3.2 The Power of Motivation -- 2.3.3 The Power of Stories -- 2.3.4 The Power of Patterns of Interpretation -- 2.3.5 May the Force Be with you -- 2.4 The Takeaway -- References -- 3: New Digital World, New Digital Terms -- 3.1 What Is a Lead? -- A Lead Has the Following Three Characteristics: -- 3.2 What Is the Goal of Lead Generation? -- 3.3 What Is Lead Nurturing? -- 3.4 What Is Lead Scoring? -- 3.5 What Is Lead Routing? -- 3.6 What Are Data Mining and KDD? -- 3.7 What Is Progressive Profiling? -- References -- 4: All about Lead Community Fundraising -- 4.1 What Is Lead Community Fundraising? -- 4.2 The most Important Things in Lead Community Fundraising: The Emotions -- 4.3 The Focus in Lead Community Fundraising: On People -- 4.4 The Takeaway -- References -- 5: Lead Community -- 5.1 Who Else Is in your Lead Community? -- 5.2 What Types of Lead Communities Are There? -- 5.3 How Can the Success of a Lead Community Be Measured? -- 5.4 The Lead Community Life Cycle -- 5.5 The Takeaway -- References -- 6: This Is how Lead Community Fundraising Works: The Campaign -- 6.1 Step 0: Lead Segments and Lead Types -- 6.1.1 I Act, Therefore I Am: Three Lead Segments -- 6.1.2 The Lead Types behind the iSegments. ; 6.2 Step 1: The Power of the Right Click Category -- 6.3 Step 2: Use the Power of Stories and Patterns of Interpretation -- 6.3.1 Good Versus Evil/the Fight against the Monster -- 6.3.2 From Beggar to King -- 6.3.3 The Mission -- 6.3.4 Suddenly in a Foreign World -- 6.3.5 The Comedy -- 6.3.6 The Tragedy -- 6.3.7 The Rebirth -- 6.3.8 Why these Stories and Interpretive Patterns Are So Important? -- 6.4 Step 3: Use the Power of Emotion -- 6.5 Step 4: Be Appreciative -- 6.6 Step 5: The Resolution of the Action and ``Hollow Clicks´´ -- 6.7 The Takeaway -- References -- 7: This Is How Lead Community Fundraising Works: The Multi-cycle -- 7.1 What It Is and What It Is Not: A Demarcation -- 7.2 Personas: The Alpha and the Omega in the Multi-cycle -- 7.2.1 So Why Create Personas? -- 7.3 This Is How the Lead Community Fundraising Multi-cycle Works -- 7.3.1 The Attract and Re-attract Phases -- 7.3.2 The Connect and Re-connect Phase -- 7.3.3 The Engage and Re-engage Phase -- 7.3.4 The Delight and Re-delight Phase -- 7.4 The Takeaway -- References -- 8: This Is How Lead Community Fundraising Works: The How to Do Guide -- 8.1 Step 1: The Personas and What Is Important to Them -- 8.2 Step 2: How Much Involvement and What Mix Is Needed? -- 8.3 Step 3: Which Channel to Which Leads -- 8.4 Step 4: Build and Nurture the Lead Community -- 8.5 Step 5: What Makes a Good Lead Journey -- 8.6 Step 6: What Counts in the Donor Journey -- 8.7 The Takeaway -- References -- 9: This Is How Lead Community Fundraising Works: The Team -- 9.1 Lead Community Manager 5.0-A New Fundraising Position -- Reference -- 10: This Works in Lead Community Fundraising: More Than 20 International Examples -- 10.1 This Works in the Indirect Leads Segment -- 10.2 This Works in the Incentivized Leads Segment -- 10.3 This Works in the Involved Leads Segment -- 11: The Most Important Information. ; 12: And What´s Next? -- 12.1 Corona and Digital Fundraising -- 12.2 Generations and Digital Fundraising -- 12.3 Ethics and Digital Fundraising -- References -- Selected Reading.
• Titolo autorizzato: Lead Community Fundraising
• ISBN: 3-030-77849-5
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910488693103321
• Lo trovi qui: Univ. Federico II
• Serie: Management for Professionals