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"Brock has taken solid fundraising strategy and brought it to life through a real-world guide to digital fundraising. In plain language, Brock is providing tactical and practical advice, rooted in insights that will drive results. This is a must-read for fundraisers."
–Maeve Strathy
"...a welcome addition to nonprofit literature."
–Jason Shim
“...an easy to digest essential overview of the digital tools that can complement age-old best practice in fundraising and help you raise more!”
–Sarah Willey, CFRE, MA
"Brock shares the wisdom he's acquired through years of research and gives you the practical knowledge he's gained by creating highly successful digital campaigns. You'll avoid beginner's mistakes and be launching your own winning campaigns in no time"
–Denny Young, MA
DIGITAL FUNDRAISING FUNDAMENTALS THAT WILL SERVE YOU WELL FOR YEARS TO COME.
Digital fundraising does not have to be a mystery. Technology and trends move quickly, there are fundamentals that rarely change that you need to know.
From the Ground Up: Digital Fundraising for Nonprofits is a practical primer on the ways of understanding, building, designing and innovating an effective digital fundraising program. With a strong foundation, there’s no limit to what you will be able to build.
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Websites that convert visitors into donors
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Email marketing and best practices for increasing email revenue
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Digital advertising strategies
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Analytics and conversion tracking for measuring ROI
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Design thinking for more donor-centric fundraising
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Social media for impact and meaningful engagement
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Introduction to donor journey mapping
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Systems thinking as a means to future-proofing your charity
This book is designed to be a handy, easy to use handbook that you'll want to have within reach. Ideal for someone starting out their career in fundraising, or someone that wants to bring their charity's digital program up to speed.
UNDERSTAND IT
SECTION I:
DESIGN IT
SECTION II:
BUILD IT
SECTION III:
BURN IT DOWN
SECTION IV:
BURN IT DOWN
CONTENTS
Introduction
Section I: Understand It
Where We Stand
Thinking in Systems
Channels
Offers
Tools, Platforms and Integrations
Processing
Section II: Design It
Design Thinking
Observation
Idea Generation
Prototyping
Testing
Hard Working Websites
Mobile Friendly Websites
Email Marketing
Common Email Types
Analytics
Google Tag Manager
Goals and Conversions
Online Advertising
Search Engine Optimization
Google Adwords Grant
(more) Testing
Section III: Build It
Campaigns and Appeals
Year-End Appeals
Emergency Appeals
Peer-to-Peer (P2P) Appeals
Advocacy Appeals
Stewardship Efforts
Crowdfunding
Social Media
Benefits of Social Media
Popular Platforms
Return on Investment
Social Media Guidelines
Engagement Strategies
Storytelling
Common Social Media Terms
Digital Journeys
Donor Loyalty
Section IV: Burn It Down
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ABOUT THE AUTHOR:
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Brock is the author of the bestselling book “From the Ground Up: Digital Fundraising for Nonprofits” as well as a nonprofit fundraising consultant, and professor at Humber College’s Business School in Toronto. Brock has a wealth of experience that spans across every major nonprofit sector in Canada.
As a direct marketer he managed fundraising campaigns in healthcare, education, multiple Olympic games, humanitarian and domestic aid, and the environment. As a senior leader on the frontlines, Brock's efforts have largely been in international development which took him around the world, and in the field of youth mental health.