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Donor Cultivation and the Donor Lifecycle Map. A New Framework for Fundraising + Website

  • ID: 2488715
  • Book
  • January 2014
  • 240 Pages
  • John Wiley and Sons Ltd
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Praise for donor cultivation and the donor lifecycle map

"Deborah Polivy has written a valuable and cogent guide to building, maintaining, and growing donor relationships. She skillfully balances research, commentary, and anecdote to create a work that provides both inspiration and framework to ensure that the donor is always first in our minds as professionals."
Kay Sprinkel Grace

"Dr. Polivy makes a singular contribution with the innovative and substantive strategies for raising funds and building effective relationships with potential donors. In a time of scarce resources, cutbacks in public funds, and the lingering effects of a deep recession, no organization not–for–profit or private can afford to ignore the lessons in this valuable treatise on donor cultivation and fundraising."
Dr. Fernando M. Torres–Gil, Director, UCLA Center for Policy Research on Aging

"Deborah Polivy appropriately places long–term relationship–building at the epicenter of donor development. More importantly, her new book provides time–tested strategies, a detailed road map, and multiple case studies for philanthropic success. Her rich academic background and diverse professional experience is fully on display in Donor Cultivation and the Donor Lifecycle Map and should prove immensely beneficial to both development professionals and their volunteer partners."
Jay L. Rubin, Chief Executive Officer, Jewish Federation of Greater Austin

"Donor Cultivation and the Donor Lifecycle Map: A New Framework for Fundraising presents a well–conceived framework for donor relationships and an organization′s development program. I recommend it highly to volunteer and staff leaders to understand that the cultivation and engagement of committed donors is a long–term endeavor that belongs to the whole organization."
Angela G. Powers, Senior Vice President, Development, Stewardship & Donor Services, The Community Foundation for Greater New Haven

"This ′Guide for the Perplexed Fundraiser′ is a timely, innovative, and practical tool that should be required reading for volunteer and professional financial resource development leaders."
Dr. Misha Galperin, President & CEO, Jewish Agency International Development

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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

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Deborah Kaplan Polivy
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