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Other titles in the Wiley Nonprofit Authority series:
Donor Cultivation and the Donor Lifecycle Map, + Website: A New Framework for Fundraising (Wiley Nonprofit Authority)by Deborah Kaplan Polivy
Synopses & Reviews
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
Introducing a conceptual and useful framework for thinking about donor cultivation, Donor Cultivation and the Donor Lifecycle Map reveals that donor cultivation is a deliberative process requiring careful consideration and purposeful inclusion in a development plan.
Author Deborah Kaplan Polivy specifically addresses the topic of donor cultivation, which, when focused over the entire donor lifecycle, can become a logical and focused activity for obtaining increasingly large gifts. Defining the objectives of donor cultivation, Polivy presents the donor lifecycle map, illustrating how donor cultivation and the lifecycle map can help lead your nonprofit to more focused and strategic fundraising.
With a companion website featuring step-by-step guidance and practical tools that correspond with the donor lifecycle material presented, Donor Cultivation and the Donor Lifecycle Map explores:
Read Donor Cultivation and the Donor Lifecycle Map for proven guidance on fundraising that doesn't depend on a "donor pyramid." Instead, discover how using a donor lifecycle map can lead to stellar results such as increased financial resources and a more stable bottom line for your nonprofit.
A fresh look at fundraising that depends upon the donor lifecycle, resulting in increased financial resources over time and a more stable bottom line for nonprofits
A guide to better and more strategic fundraising, Donor Cultivation and the Donor Life Cycle Map presents the donor lifecycle map, which is circular in form, revealing how the convergence of the two subject matters—cultivation and the lifecycle map—can lead to better and more strategic fundraising. Author Deborah Kaplan Polivy specifically addresses the topic of cultivation and how, when focused over the donor lifecycle, it can become a logical and focused activity for obtaining increasingly large gifts.
Donor Cultivation and the Donor Life Cycle Map seeks to change the perspective from transactional fundraising to recurring fundraising, beginning with the first donation and extending to the very last—an endowment that keeps on giving even after death.
About the Author
Deborah Kaplan Polivy, PhD, Fundraising Consultant
"Thank you for what I thought was the best donor cultivation presentation that I've ever heard. It was very clear that you had real-life examples from the wealth of experience you shared with us," wrote one Jewish Federation president after listening to Deborah Kaplan Polivy.
Deborah began her professional career at Allied Jewish Community Services in Montreal, Quebec, and then helped establish two successful Jewish Federation foundations and also served as the Director of Total Financial Resource Development for the New Haven Federation. She was the Director of Development of Goodspeed Musicals, the originator of Annie. She has served as a research associate at Yale University's Program on Nonprofit Organizations where she conducted studies on the United Way and corporate charitable payroll deduction programs. She has taught at McGill University, Smith and Trinity (Hartford) colleges, and has published numerous articles on fundraising and the nonprofit sector.
As a consultant, she has participated in several successful solicitations and trained many fundraising professionals on how to succeed in their positions, and she has led numerous workshops on the Role of the Board, particularly as it relates to fundraising. While she addresses all kinds of resource development, her specialty is endowment, and one of her favorite articles is "Annual Gift, Endowment Gift, or Both?," which appeared in Planned Giving Today. She has consulted with numerous organizations representing various fields of service. Her doctoral degree is from The Heller School for Social Policy and Management at Brandeis University, and her website is www.deborahpolivy.com.
Table of Contents
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
2 Increasing Donor Diversity 17
Increasing Diversity Decreases Risk 17
Illustrating the Numbers 20
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
4 Utilizing Personal Donor Cultivation Tools 43
Personal Donor Cultivation Tools 48
5 Applying Nonpersonal Donor Cultivation Tools 81
Nonpersonal Donor Cultivation Tools 81
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
7 Determining Priorities among Donors 143
The Donor Pyramid 145
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
9 A Case Study in Effecting Change 175
A Little Background Information 176
The Interview 178
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
11 The Donor Lifecycle Map and Cultivation Tools 207
Feasibility of Effecting Change 210
About the Author 217
About the Companion Website 219
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