Nonprofit Management 101

DARIAN RODRIGUEZ HEYMAN is an accomplished social entrepreneur, fundraiser, and speaker. He is former Executive Director of Craigslist Foundation and author of two bestselling books: this one and Nonprofit Fundraising 101. Heyman currently serves as the part-time Executive Director of Numi Foundation and Editor-in-Chief of Blue Avocado. LAILA BRENNER is a writer and veteran fundraiser who has raised millions of dollars for organizations including Habitat for Humanity, The Trust for Public Land, and Code for America. She has worked to promote causes including education and literacy, access to technology, and environmental conservation. She is co-author of Nonprofit Fundraising 101 and a mother of two.

• Introduction xvii Van Jones, CNN’s “The Van Jones Show” and Dream CorpsForeword xxv Ami Dar, Idealist.org/Action Without BordersAbout the Book xxix Darian Rodriguez Heyman and Laila BrennerAcknowledgments xxxv Darian Rodriguez Heyman and Laila BrennerPart One The Big Picture – What the Field Is All About and Where You Fit In 1Darian Rodriguez Heyman and Laila BrennerChapter 1 Nonprofits in the United States 5Robert Glavin, Glavin Jacobson, Inc. and University of San Francisco, and Marco Tavanti, University of San Francisco. Updated for second edition by Marco Tavanti, University of San FranciscoChapter 2 Taking Charge of Your Nonprofit Sector Career 27Shelly Cryer, Consultant, and Kimberly Hendler, Reach For ChangeChapter 3 Building Strong Social Movements 45Paul Rice, Fair Trade USAPart Two Managing Organizations and People 55Darian Rodriguez Heyman and Laila BrennerChapter 4 Thriving as an Executive Director 59Joan Garry, Joan Garry ConsultingChapter 5 Strategic Planning: Turning a Dream into Reality 75Jeanne Bell, Nonprofit Quarterly. Updated for second edition by Steve Zimmerman, Spectrum Nonprofit ServicesChapter 6 Nonprofit Partnerships: Collaboration, Alliances, and Strategic Restructuring 89David La Piana and Bob Harrington, La Piana ConsultingChapter 7 Risk Management and Insurance 107Pamela Davis, Nonprofits Insurance AllianceChapter 8 Attracting and Hiring Staff: Acquiring the Best Talent 121Cassie Scarano, Koya Leadership Partners, and James Weinberg, Fuse CorpsChapter 9 How to Promote Diversity and Inclusion 141Michael Watson, The Port Authority of New York and New JerseyPart Three Nonprofit Law and Finance 163Darian Rodriguez Heyman and Laila BrennerChapter 10 Nonprofit Law 165Bruce R. Hopkins, Bruce R. Hopkins Law Firm, LLC, and Virginia C. Gross, Polsinelli PCChapter 11 Nonprofit Advocacy and Lobbying 181Nayantara Mehta, National Employment Law Project; Nancy Chen, Legal Consultant; Marcia Avner, Avner Consulting; and Jeannie Fox, Hamline UniversityChapter 12 Nonprofit Financial Management 197David Greco, Social Sector PartnersPart Four Nonprofit Technology and IT 227Darian Rodriguez Heyman and Laila BrennerChapter 13 Technology Planning 229Amy Sample Ward, NTENChapter 14 The Nonprofit Guide to Web Design 243George Weiner and Rachel Clemens, WholeWhale.comChapter 15 Measurement, Evaluation, and Learning Plans 261Lovely A. Dhillon, JodeviChapter 16 Constituent Relationship Management 275Kevin Bromer and Lori Freeman, Salesforce.orgPart Five Fundraising 289Darian Rodriguez Heyman and Laila BrennerChapter 17 Fundraising: Knowing When to Do What 293Andrea McManus, ViTreo GroupChapter 18 Individual Donor and Major Gift Strategies: The 80% Solution to Fundraising 309Kay Sprinkel Grace, Transforming Philanthropy, LLCChapter 19 How to Seek a Grant 325Tori O’Neal-McElrath, Demos. Updated for second edition by Darian Rodriguez HeymanChapter 20 Online Fundraising 343Katya Andresen, Network for Good, and Rebecca Ruby Higman, Soyring Consulting. Updated for second edition by Kishshana Palmer, Kishshana and Co., and Taylor Shanklin, Hacks For GoodChapter 21 Online Peer-to-Peer Fundraising 361Nicci Noble, Noble Services LLC, and Sean Sullivan, Nonprofit Consultant. Updated for second edition by Nicci NobleChapter 22 Cause Marketing 101: Moving Beyond Corporate Sponsorships to Strategic Partnerships 377Mollye Rhea, For MomentumChapter 23 Social Enterprise 101: An Overview of Earned Income Strategies 391Rick Aubry, New Foundry VenturesPart Six Marketing and Communications 405 Darian Rodriguez Heyman and Laila BrennerChapter 24 Nonprofit Marketing: The Why and How of Branding 407Jennie Winton and Zach Hochstadt, Mission MindedChapter 25 Moving Millennials to Act: Strategies and Tactics for Marketing, Fundraising, and Activism 423Derrick Feldman, Millennial Impact ProjectChapter 26 Using Digital Tools to Tell Your Story 435Beth Kanter, Zoetica. Updated for second edition by Carie Lewis Carlson, Digital Marketing ConsultantChapter 27 Crafting an Effective Newsletter Strategy 451Kivi Leroux Miller, NonprofitMarketingGuide.comChapter 28 Painless and Effective Event Planning: Let’s Get This Party Started! 465Marika Holmgren, Do Good EventsChapter 29 Public Relations for Nonprofits: Getting Exposure for Your Cause 485David Fenton, FentonPart Seven Boards and Volunteers 499Darian Rodriguez Heyman and Laila BrennerChapter 30 Board Governance 503Vernetta Walker, Walker & Associates Consulting, and Emily Heard, Nonprofit Consultant. Updated for second edition by Darian Rodriguez HeymanChapter 31 Getting Your Board to Fundraise 525Bob Zimmerman, Zimmerman Lehman. Updated for second edition by Ann Lehman, Zimmerman LehmanChapter 32 Volunteer Recruitment 541Greg Baldwin, VolunteerMatchChapter 33 Volunteer Engagement and Management 559Gary Bagley, New York Cares, Natalye Paquin, Points of Light, and Michelle Nunn, CARE USAClosing Thoughts 575Darian Rodriguez Heyman and Laila BrennerAfterword: We All Have the Capacity to Be Social Prophets 579Lynne Twist, Soul of Money Institute and The Pachamama AllianceBook Partners 585About the Editors 589End Notes 591Name Index 601Subject Index 605