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2021 | Buch

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Lead Community Fundraising

Successfully Connecting People Digitally

verfasst von: Linda Mareen Neugebauer, Dr. Irene Zanko

Verlag: Springer International Publishing

Buchreihe : Management for Professionals

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

The world is changing, and so are our donors. In the future, it will become even more important for organizations to find leads, supporters and new donors online - because digitization is a bottleneck in fundraising.

This book highlights universal fundraising opportunities. It explains the fundamentals of lead community fundraising and why, especially in digital times, it is important to start with the people - the community. The main topic of the book is the current state of digital fundraising, which is becoming more and more important. More than 45 examples from international fundraising practices provide a valuable foundation for all practitioners in this field.

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Inhaltsverzeichnis

Frontmatter

1. How Digitalization Is Changing the World?

Abstract

Everything is going digital. Our devices, our everyday life, and ourselves. We are talking about the Internet of Things and the fourth industrial revolution. We keep coming up with new terms such as industry 4.0 or platform industry to name the new. Because digitalization is changing all areas of life, data is becoming more and more important and significant. Today, we communicate not only with people, but also with machines and that leads to a dematerialization of things.

Linda Mareen Neugebauer, Irene Zanko

2. Where Are we Currently in Digital Fundraising?

Abstract

The wave of digitalization has also reached fundraising. The question is, will it be a tsunami that leaves no stone unturned? Or is it a gentle wave that slowly surrounds what already exists—like an ocean current.

Linda Mareen Neugebauer, Irene Zanko

3. New Digital World, New Digital Terms

Abstract

The designation “Lead Community Fundraising” is completely new. The term “lead community marketing” does not yet exist in business either. The concept of lead community fundraising is basically made up of the words “lead,” “community,” and “fundraising.” Here you will first find out what a “lead” is and which other important terms you should be acquainted with in digital fundraising.

Linda Mareen Neugebauer, Irene Zanko

4. All about Lead Community Fundraising

Abstract

Okay, we’ve exaggerated a bit. Everything won’t be in this chapter. But the most important thing about lead community fundraising will be. And that is: Lead community fundraising is not just about addressing people, like traditional sales is, it’s about having a real dialogue with people. Nothing more—and that is difficult enough.

Linda Mareen Neugebauer, Irene Zanko

5. Lead Community

Abstract

“Power to the people,” sang John Lennon in 1971. And not only he. In the 1960s and early 1970s, calls for more political empowerment and less state control were part of American popular culture. The call for more “power to the people” is therefore a political one—one that should move the masses. And it is an expression of rebellion—also against the ruling establishment and thus ultimately also against the older generations (Harvers 2020). This rebellious spirit still exists today—in relation to the lead community.

Linda Mareen Neugebauer, Irene Zanko

6. This Is how Lead Community Fundraising Works: The Campaign

Abstract

Now it’s time to get down to business. Here you can find out what your lead campaign needs in order to work. And here it is—nicely packaged in a graphic (Fig. 6.1). But no worries: there’s much more here than just a graphic.

Linda Mareen Neugebauer, Irene Zanko

7. This Is How Lead Community Fundraising Works: The Multi-cycle

Abstract

Okay, we’re ready. So far, we have managed to develop a campaign together—in the best case one “with everything”: with people-centering, with a powerful vision, with a real-world impact that mobilizes, moves, and inspires and which gives the actors a sense of resolution at the end because: “People are not click cattle. Nor are they data packets” (Schüller 2016: 60).

Linda Mareen Neugebauer, Irene Zanko

8. This Is How Lead Community Fundraising Works: The How to Do Guide

Abstract

These five steps will lead you to successful lead community fundraising—with clear how to do instructions for emulating, doing it yourself and doing it better. Figure 8.1 provides an overview; the text follows with the details.

Linda Mareen Neugebauer, Irene Zanko

9. This Is How Lead Community Fundraising Works: The Team

Abstract

Lead community fundraising requires an orientation toward people, and this must also be shared and internalized by the fundraising team of each organization. Because with this digital fundraising we all have the chance for the first time to transfer knowledge—about the interests, topic preferences, language, values, needs, well-being, and motivations of the individual community members and donors behind the personas—in a big way to all communications. Therefore, the fundraising department needs to share this knowledge with all other departments. Only in this way can the organization leverage its full potential and create positive synergies.

Linda Mareen Neugebauer, Irene Zanko

10. This Works in Lead Community Fundraising: More Than 20 International Examples

Abstract

First things first: Thank you. Thanks to all the organizations whose actions we are privileged to depict in the following. After all, what good is the best theory if there are no practical examples to illustrate how to implement it.

Linda Mareen Neugebauer, Irene Zanko

11. The Most Important Information

Abstract

Digitalization is changing everything. The way we communicate, the way we think, and the way we live. And it’s also changing the way we fundraise. But this digital fundraising is not just old wine in new bottles—it is different from offline fundraising. Why? Because the digital is fundamentally different—much more dialogic, faster, more personal, but also less transparent and often less trustworthy. As a result, the fundraising world as we all know it is changing—it is becoming more demographic. This can be seen, for instance, in the fact that donors today not only donate, but also have a say and participate in decision-making. This changes the relationship between the organization and the donor—they are now finally on an equal footing.

Linda Mareen Neugebauer, Irene Zanko

12. And What’s Next?

Abstract

So far, so good. This concludes our first look at the vast land of digital lead community fundraising. And it’s just that—a first look. Nothing more, but also nothing less. So here’s a brief look at the direction in which the digital fundraising world may continue to evolve.

Linda Mareen Neugebauer, Irene Zanko

Backmatter

Titel: Lead Community Fundraising
verfasst von: Linda Mareen Neugebauer
Dr. Irene Zanko
Copyright-Jahr: 2021
Verlag: Springer International Publishing
Electronic ISBN: 978-3-030-77849-1
Print ISBN: 978-3-030-77848-4
DOI: https://doi.org/10.1007/978-3-030-77849-1

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