v

BRIEF CONTENTS

Introduction ........................................................................................... xiii

Chapter 1. Nature and Extent of Nonprofit Organizations in American Society ...........................................................1Stephen F. Gambescia

Chapter 2. Mission Matters ..............................................................19Maria Vizcarrondo

Chapter 3. Good Governance ...........................................................37Richard Brown

Chapter 4. Programs and Services: The Heart and Soul of the Health Nonprofit ..................................................57Michele Bolles and Stephen F. Gambescia

Chapter 5. Managing the People Who Run Nonprofit Organizations .................................................................79John Chin, Ailin Cao, and Stephen F. Gambescia

Chapter 6. Managing Volunteers ....................................................105Mark Roithmayr

Chapter 7. Basic Legal and Regulatory Issues for Nonprofits ..........133Toni Moore

Chapter 8. Program Evaluation ......................................................151Linda Fleisher and Evelyn González

Chapter 9. No Margin, No Mission: Fundraising for Nonprofit Health Organizations ....................................171Bruce Makous

Chapter 10. The Art and Science of Special Events ...........................203Sylvia V. Bastani

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Chapter 11. The High-Touch Relationship: Understanding Transformational Giving ................................................223Bruce Makous

Chapter 12. The Role of Principal and Major Gifts in Healthcare Organizations ................................................................243Lise Twiford

Chapter 13. Advocating for Your Cause ...........................................271Cicily Hampton

Chapter 14. Marketing Basics and Preparation ..................................293Matt Hugg

Chapter 15. Marketing Tools and Techniques ...................................329Matt Hugg

Chapter 16. Getting Your Message Out on Social Media ..................355Glenn Ellis

Chapter 17. Mismanagement, Misdemeanors, and Crimes ...............367Stephen F. Gambescia

Chapter 18. Crisis Communications: Anticipating and Reducing Risk to Protect Your Reputation ....................385Christine Reimert

Chapter 19. Leadership in Today’s Nonprofit Organization ..............403Bruce Melgary

Postscript ................................................................................................425Index .....................................................................................................429About the Editors ....................................................................................457About the Contributors ...........................................................................459

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vii

DETAILED CONTENTS

Introduction .............................................................................................xvReferences .....................................................................xviii

Chapter 1. Nature and Extent of Nonprofit Organizations in American Society ...........................................................1Stephen F. GambesciaNonprofits and the American Spirit ...................................1Three Sectors of Society ....................................................2Types of Nonprofits ..........................................................4Determining the Extent of Nonprofits in the

United States ................................................................6What Do Nonprofits Contribute to the Economy? ............8Nonprofit Health Organizations ......................................10Summary ........................................................................15Further Reading and Resources .......................................16References .......................................................................17

Chapter 2. Mission Matters ..............................................................19Maria VizcarrondoThe Mission Defines the Action .....................................19Strategic Planning ..........................................................26What Is the Takeaway from This Chapter? ......................33Further Readings and Resources .....................................33References .......................................................................35

Chapter 3. Good Governance ...........................................................37Richard BrownWhat Is Governance, and Who Governs? .........................38Why Good Governance Matters .....................................40What Studies Tell Us About Nonprofit Governance ........42Governance Responsibilities ............................................44Strengthening Governance ..............................................50Good Governance Checklist ............................................53

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Detai led Contentsviii

Summary ........................................................................54Further Readings and Resources .....................................55References .......................................................................55

Chapter 4. Programs and Services: The Heart and Soul of the Health Nonprofit ............................................................57Michele Bolles and Stephen F. GambesciaNo Money, No Mission ...................................................58Moving the Needle on the Organization’s Mission .........59Achieving Program Objectives .........................................60Knowing Your Audience ................................................61Categories of Programs Offered ......................................63What Do You Do?...........................................................64The Name Game .............................................................65Spreading the Word ........................................................66Time Lines and Deadlines ...............................................683-2-1 Launch! .................................................................69Funding and Keeping to the Budget ..............................70Program Life Span ..........................................................71Components of Program Outcomes ...............................72Summary ........................................................................75Further Reading and Resources .......................................77References .......................................................................77

Chapter 5. Managing the People Who Run Nonprofit Organizations .................................................................79John Chin, Ailin Cao, and Stephen F. GambesciaVision and Values Come First in Setting Up

a Nonprofit ...............................................................80Hiring Nonprofit Personnel ............................................82Hiring Nonprofit Managers.............................................89Division of Labor in Small Nonprofits: Responsibility

Cultivates Engagement ...............................................89Employment Rules and Regulations for Nonprofit

Groups ......................................................................91Employee Incentives for Nonprofit Growth ...................92Seeking Expertise Outside the Organization ...................93Engaging Volunteers .......................................................95Organizational Culture ..................................................97Evaluating Program Staff Performance ............................98

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Summary ......................................................................101Further Reading and Resources .....................................102References .....................................................................103

Chapter 6. Managing Volunteers ....................................................105Mark RoithmayrThe State of Volunteering in the United States Today ...106Concepts to Live By ......................................................108Tools of the Trade .........................................................112Defining Key (Nonboard) Volunteers ...........................117The Work of Your Volunteer Board ...............................119Staff Versus Volunteer Responsibilities ...........................125A Final Word on the “New Volunteer”..........................128Further Reading and Resources .....................................130References .....................................................................131

Chapter 7. Basic Legal and Regulatory Issues for Nonprofits ..........133Toni MooreTo Be or Not To Be Nonprofit ....................................134Starting and Running a Tax-Exempt Nonprofit .............135Make Your Mission Matter ............................................136Board Duties and Responsibilities..................................137Donations, Donors, and Due Diligence .........................139Unrelated Business Activity ...........................................140Form 990 Reporting Requirements ...............................141Protect Your Intellectual Property .................................142Thou Shalt Not Lobby .................................................143Charitable Gaming Rules ..............................................145Sarbanes-Oxley and Corporate Governance ...................146Volunteers, Interns, and Employees ...............................147Compliance Is Key .......................................................148Further Reading and Resources ....................................149References .....................................................................149

Chapter 8. Program Evaluation ......................................................151Linda Fleisher and Evelyn GonzálezWhat Do We Mean by Evaluation? ..............................152What Are the Phases of Evaluation? ...............................153What Are the Steps to Planning and Designing My

Evaluation? ...............................................................155Case Examples from the Field .......................................161

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Further Reading and Resources ....................................168References .....................................................................168

Chapter 9. No Margin, No Mission: Fundraising for Nonprofit Health Organizations ....................................................171Bruce MakousHistory of Philanthropy and Overview of the Philanthropic

Sector ......................................................................171Effective Fundraising Methods for Nonprofit Health

Organizations ..........................................................176Donor Stewardship, Communications, and Fundraising

Ethics ......................................................................192Fundraising Staffing and Productivity Guidelines .........195Fundraising Volunteer Leadership ................................198Planning for Success: Putting It All Together ................199Summary and Conclusion ............................................199Further Reading and Resources .....................................200References .....................................................................202

Chapter 10. The Art and Science of Special Events ...........................203Sylvia V. BastaniThe Role of Special Events ............................................203Choosing Your Special Event .......................................204Fundraising vs. Friendraising .........................................206Resourcing Your Event: The Role of Staff, Volunteers

and Consultants ........................................................207Sponsorships, Ticket Sales, and On-Site Fundraising .....211Marketing Your Special Event .......................................213Programming Your Event ..............................................215Getting and Staying Organized .....................................216When to Say Goodbye to an Event ...............................218Conclusions ..................................................................220Further Reading and Resources .....................................220Reference ......................................................................221

Chapter 11. The High-Touch Relationship: Understanding Transformational Giving ................................................223Bruce MakousCase Example: A Successful High-Touch Relationship ...224Where Do These Generous People Come From?

Identifying Megagift Prospects .................................225

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Are They Really Interested? The Qualification Process ..226Deepening the Relationship .........................................228The Ask ........................................................................230Gift Negotiation ............................................................231Never Disappointed, Even for a Moment ......................232Stewardship as Cultivation for the Next Gift .................233Organizational Scale ......................................................235High-Touch Relationships with Institutional Partners ...235Recruitment of Lead Volunteers ....................................236High-Touch Engagement Ideas ...................................237Water All the Seeds .......................................................237Rules of Engagement ....................................................238The Professional Context of the Relationship ................240Further Reading and Resources .....................................241Reference ......................................................................242

Chapter 12. The Role of Principal and Major Gifts in Healthcare Organizations ................................................................243Lise TwifordPhilanthropic History and Continued Impact ................244The Pyramid of Giving: Work Like an Egyptian ...........245Fundraising, Development, and Advancement:

A Maturation Process ...............................................246Ensuring a Healthy Pyramid of Giving ..........................248Six Elements of the Gift Officer ....................................252Creating a Culture of Philanthropy: Working with

Physicians, Nurses, and the C-Suite ..........................262Inside Out: Working Well with Other Parts of the

Organization ............................................................264Conclusion ....................................................................268Further Reading and Resources ....................................269References .....................................................................270

Chapter 13. Advocating for Your Cause ...........................................271Cicily HamptonAdvocacy as an Essential Function of Nonprofits ...........272Issues of Incorporation ..................................................275Policy Arenas ................................................................275Grassroots Advocacy: Moving the Masses to Action .....280Grasstops Advocacy and Coalition Building: Moving

the Movers and Shakers ...........................................285

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Moving the Policymakers ..............................................287Conclusion ....................................................................289Further Reading and Resources .....................................290References .....................................................................291

Chapter 14. Marketing Basics and Preparation ..................................293Matt HuggMarketing Defined ........................................................293Myths of Marketing ......................................................296Who Makes a Good Marketing Person? ........................298Marketing Basics ...........................................................300What Is Your Marketing Objective? ...............................305Your Target Audience....................................................311Messages and Stories .....................................................312Your Image, Brand, and Place in the World ..................318Congratulations! You Have Established Your

Foundation of Marketing Knowledge .......................325Further Reading and Resources .....................................326References .....................................................................327

Chapter 15. Marketing Tools and Techniques ...................................329Matt HuggWritten Support Material ..............................................329Media Relations ............................................................332Advertising ....................................................................333Content Marketing: It’s Not What You Say But How

You Say It .................................................................336Networking ...................................................................337Special Events ...............................................................339Direct Response ............................................................340Newsletters ...................................................................341Magazines .....................................................................341The Annual Report .......................................................342Social Media..................................................................342Online Evaluation Services ............................................343Charity Rating Services .................................................344Your 990: Tax Returns for All to See ...........................345Pricing: Free Is Good, Right? .......................................346Delivery ........................................................................348Upselling and Cross-Selling ...........................................349

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Vendors .........................................................................349Creating a Culture of Marketing: Personal Marketing ...350Further Reading and Resources .....................................352References .....................................................................353

Chapter 16. Getting Your Message Out on Social Media ..................355Glenn EllisKeep the Confidence ....................................................356Using Social Media at Your Nonprofit ...........................358Primary Social Media Platforms .....................................360Two Scenarios ...............................................................361Considerations .............................................................363Summary .....................................................................364Further Reading and Resources .....................................365References .....................................................................365

Chapter 17. Mismanagement, Misdemeanors, and Crimes ...............367Stephen F. GambesciaThe Buck Stops with the Board Members ....................369Codes of Conduct ........................................................372The Best in Best Practice ...............................................373Recruitment, Staffing, Orientation, and Evaluation ......376Professionalism ..............................................................377Legal Advice ................................................................378Quality Assurance from the Outside ..............................378Summary ......................................................................379Further Reading and Resources .....................................381References .....................................................................383

Chapter 18. Crisis Communications: Anticipating and Reducing Risk to Protect Your Reputation ....................................385Christine ReimertA Word About Reputation ............................................385Crisis Communications Planning ...................................387Plan + Vaccinate + Listen ..............................................397When It’s Go Time .......................................................398Conclusion ....................................................................399Further Readings and Resources ..................................400References .....................................................................400

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Chapter 19. Leadership in Today’s Nonprofit Organization ..............403Bruce MelgaryLeadership Versus Management .....................................404The Three Constituencies of a Nonprofit Leader...........405The Chief Staff Officer–Chief Volunteer Officer

Partnership ...............................................................406Essential Skills for an Executive Director .......................407Planning and Anticipation .............................................408Recruiting and Hiring ...................................................409Setting High Standards and Holding Others

Accountable..............................................................410Mentoring .....................................................................410Communications ...........................................................411Time Management ........................................................413Making Decisions ..........................................................415Integrity ........................................................................415Twenty-First Century Workplace Technology and

Nonprofit Workforce Demographics .........................415The Executive Director and the Fundraising Role .........416Leadership Styles and Organizational Life Cycles ...........417Peer Support .................................................................419Do You Really Want the Responsibility? ........................420A Final Word: When Theory Meets Reality ...................420Further Reading and Resources .....................................422References .....................................................................423

Postscript ................................................................................................425Index .....................................................................................................429About the Editors ....................................................................................457About the Contributors ...........................................................................459

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