Direct Mail (Issue 33: New Directions for Philanthropic Fundraising-PF) Sponsored by Indiana Univ Ctr Philanthopy and AFP
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More About This Title Direct Mail (Issue 33: New Directions for Philanthropic Fundraising-PF) Sponsored by Indiana Univ Ctr Philanthopy and AFP
English
Direct and interactive marketing generates around 15% of the voluntary income for U.S.-based nonprofits. Yet despite its significance, this form of fundraising is often overshadowed by the emphasis on major donor gifts. This special issue discusses varied aspects of direct and interactive marketing, its role in generating and building donor relationships, the impact of data protection legislation in Europe and the US, fundraising trends since September 11, and "face-to-face" marketing, an emerging new fundraising medium that successfully attracts a new generation of charity donors. With a focus on strategies in Internet fundraising, and the lessons learned so far, this issue is also an excellent guide to nonprofits investing in technology or expanding their online presence.
English
ADRIAN SARGEANT is professor of nonprofit marketing at Henley Management College and the chair of the Centre for Voluntary Sector Management. He is the editor of the International Journal of Nonprofit and Voluntary Sector Marketing and the the author of Marketing Management for Nonprofit Organisations and Direct and Interactive Marketing, both published by the Oxford University Press.
English
Editor's Notes (Adrian Sargeant).
1. Between a rock and a hard place: The Data Protection Act of 1998 and U.K. fundraising practice (Stephen Lee).
2. Getting ahead of the curve with integrated fundraising (Mal Warwick).
3. Fundraising on the Web: Opportunity or hype? (Adrian Sargeant).
4. Cultivating on-line donor relationships through e-mail technology (Merritt J. Olsen, Matthew M. Frazier).
5. Is the donor pyramid dead? (Tony Elischer).
6. The rise-and fall?-of face-to-face fundraising in the United Kingdom (Elaine Jay).
Index.
