Contents

• Ch. 1. Beginning at the beginning : the context for everything else
• ch. 2. The red pants factor : a story about the power of questioning
• ch. 3. Key components of effective organizations : part of the larger context for this work
• ch. 4. What relationships are and why we have them : the art of human interaction
• ch. 5. Five rather deadly sins : warnings about relationships and solicitation
• ch. 6. Eight steps to develop and nurture relationships : it’s what I’m buying that counts
• ch. 7. Identify the predisposed : finding new prospects for your organization
• ch. 8. Understanding the fundamentals of marketing and communications : the right message to the right person at the right time
• ch. 9. Emotions : the decision makers
• ch. 10. Relationship building : details about steps #3 and #5 : getting to know you
• ch. 11. Creating your relationship-building plan : write it down - - ch. 12. Planning donor communications : stay in touch
• ch. 13. Characteristics of effective communications : how the sausage gets made
• ch. 14. Are you really donor- centered? are your donors truly loyal? : why building a better mousetrap doesn’t work unless your donors are mice
• ch. 15. Telling a story : then what happened?
• ch. 16. Communications and social styles : did you see what I mean?
• ch. 17. Conversation nurtures relationships : asking questions to learn more
• ch. 18. The case for support : why should anyone give you money?
• ch. 19. The donor newsletter : how to cultivate (i.e., retain) donors
• ch. 20. The web site home page : click, search, do, read? : not so much
• ch. 21. Tips for writing : think first, write later
• ch. 22. Readability : visual aspects of good communication
• ch. 23. Monitoring progress and measuring results : how effective are your communications?
• ch. 24. Monitoring progress and measuring results : how good is your relationship-building program?
• ch. 25. Coda : philanthropy’s moral dilemma