Increasingly, development professionals are using the Internet and social media to cultivate, educate, and solicit individual donors. Most donors do not begin giving to an organization by making a large gift. All organizations should have a base of donors who make small gifts ($1–$499, final amount determined by the organization) that often increase over time. The approach you use to cultivate, educate, and solicit donors who make small-to-medium-size gifts is different than the approach you use for major donors.
The Internet provides several opportunities to connect with potential and current donors. Social media may be especially appreciated by members of Generation X and the Millennial Generation.
Research and find an example of a nonprofit organization that solicits donations through its website or via social media.
The discussion must be at least 1 page and include:
It is critical to be proactive in creating specific solicitation strategies for new and/or existing “small–medium” donors. These individual donors (usually $1–$499 annual gifts) are an important base of support. Over time they may become major donors. Given meaningful cultivation and education strategies, they may also increase the size of their donations over time. They often learn of your organization and its work through special events, mail appeals, visits to a website, or simply through a board member or volunteer. The key is to encourage a one-time donor to become an ongoing, thoughtful donor!
In a 3- to 4-page paper (not including the title page or references), describe strategies for soliciting donors who make small-to-medium donations.
Use proper APA formatting and include the following:
Be sure to support your Assignment with specific references to the resources and other current literature in the Walden Library.
Sargeant, A., & Jay, E. (2014). Fundraising management: Analysis, planning and practice (3rd ed.). New York, NY: Routledge.
Hart, T., Greenfield, J.M., & MacLaughlin, s. (2010). Internet for Nonprofits Management: Strategies, Tools and Trade Secrets. Hoboken, NJ, USA: John Wiley & Sons.
Mosawi, A., & Yuen, A. (2010). No borders. In T. Hart, J.M. Greenfield, S. MacLaughlin, & P. Geier (Eds.) Internet for Nonprofits Management: Strategies, Tools and Trade Secrets (ebrary version, pp269-287). Hoboken, NJ: Wiley.
Williams, K.A. (2013). Leading the fundraising charge: The role of the nonprofit executive [ebrary version]. AFP/Wiley fund development series. Somerset, NJ: Wiley.
Yandow, H. (2014). Fundraising: Building your individual donor base. Stanford Social Innovation Review. Retrieved from https://www.ssireview.org/
Garecht, J. (2013). Case study: How one non-profit moved from grants to individual giving. Retrieved from https://www.thefundraising authority.com/individual-
Requirements: 1 for discussion, 3-4 for assignment
The National Alliance on Mental Illness (NAMI) is the country’s largest grassroots mental health non-profit organization. It is committed to creating better lives for numerous Americans with mental illness (NAMI, n.d.). Through its education programs, NAMI ensures that hundreds of thousands of individuals, educators, and families have access to the mental health information and support they require. The Organization also organizes support groups for individuals with mental illnesses and their caregivers to ensure no person feels alone during their mental health journey (NAMI, n.d.). To learn more about NAMI’s programs and activities, one should access its website through the following link: https://nami.org/About-NAMI/Who-We-Are