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