Nonprofit Management 101 A Complete and Practical Guide for Leaders and Professionals

A new edition of the essential guide to nonprofit management

This intensely practical, comprehensive guidebook is for both leaders new to the nonprofit sector looking for a quick primer on all the issues that matter, as well as established veterans looking to understand how all the pieces fit together. Showcasing practical tips and takeaways, this how-to manual and resource guide provides easy to implement solutions for organizations seeking to expand impact and meet mission. Seasoned veterans including Van Jones, Fair Trade founder Paul Rice, Lynne Twist, Kay Sprinkel Grace, Joan Garry, and more share knowledge and useful insights on all aspects of nonprofit management, including:

• Fundraising from individuals, companies, and foundations
• Online fundraising, social networking, and effective use of technology
• Marketing, public relations, and events
• Board and volunteer engagement
• Human resources and career planning
• Lobbying and advocacy
• Legal and financial management
• Leadership and strategic planning

This is essential reading for anyone in the nonprofit sector looking for the latest information in the field.

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 Corps

Foreword xxv
Ami Dar, Idealist.org/Action Without Borders

About the Book xxix
Darian Rodriguez Heyman and Laila Brenner

Acknowledgments xxxv
Darian Rodriguez Heyman and Laila Brenner

Part One The Big Picture – What the Field is All About and Where You Fit in 1
Darian Rodriguez Heyman and Laila Brenner

Chapter 1 Nonprofits in the United States 5
Robert 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 Francisco

Chapter 2 Taking Charge of Your Nonprofit Sector Career 27
Shelly Cryer, Consultant, and Kimberly Hendler, Reach for Change

Chapter 3 Building Strong Social Movements 45
Paul Rice, Fair Trade USA

Part Two Managing Organizations and People 55
Darian Rodriguez Heyman and Laila Brenner

Chapter 4 Thriving as an Executive Director 59
Joan Garry, Joan Garry Consulting

Chapter 5 Strategic Planning: Turning a Dream into Reality 75
Jeanne Bell, Nonprofit Quarterly. Updated for second edition by Steve Zimmerman, Spectrum Nonprofit Services

Chapter 6 Nonprofit Partnerships: Collaboration, Alliances, and Strategic Restructuring 89
David La Piana and Bob Harrington, La Piana Consulting

Chapter 7 Risk Management and Insurance 107
Pamela Davis, Nonprofits Insurance Alliance

Chapter 8 Attracting and Hiring Staff: Acquiring the Best Talent 121
Cassie Scarano, Koya Leadership Partners, and James Weinberg, Fuse Corps

Chapter 9 How to Promote Diversity and Inclusion 141
Michael Watson, The Port Authority of New York and New Jersey

Part Three Nonprofit Law and Finance 163
Darian Rodriguez Heyman and Laila Brenner

Chapter 10 Nonprofit Law 165
Bruce R. Hopkins, Bruce R. Hopkins Law Firm, LLC, and Virginia C. Gross, Polsinelli PC

Chapter 11 Nonprofit Advocacy and Lobbying 181
Nayantara Mehta, National Employment Law Project; Nancy Chen, Legal Consultant; Marcia Avner, Avner Consulting; and Jeannie Fox, Hamline University

Chapter 12 Nonprofit Financial Management 197
David Greco, Social Sector Partners

Part Four Nonprofit Technology and IT 227
Darian Rodriguez Heyman and Laila Brenner

Chapter 13 Technology Planning 229
Amy Sample Ward, NTEN

Chapter 14 The Nonprofit Guide to Web Design 243
George Weiner and Rachel Clemens, WholeWhale.com

Chapter 15 Measurement, Evaluation, and Learning Plans 261
Lovely A. Dhillon, Jodevi

Chapter 16 Constituent Relationship Management 275
Kevin Bromer and Lori Freeman, Salesforce.org

Part Five Fundraising 289
Darian Rodriguez Heyman and Laila Brenner

Chapter 17 Fundraising: Knowing When to Do What 293
Andrea McManus, ViTreo Group

Chapter 18 Individual Donor and Major Gift Strategies: The 80% Solution to Fundraising 309
Kay Sprinkel Grace, Transforming Philanthropy, LLC

Chapter 19 How to Seek a Grant 325
Tori O’Neal-McElrath, Demos. Updated for second edition by Darian Rodriguez Heyman

Chapter 20 Online Fundraising 343
Katya 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 Good

Chapter 21 Online Peer-to-Peer Fundraising 361
Nicci Noble, Noble Services LLC, and Sean Sullivan, Nonprofit Consultant. Updated for second edition by Nicci Noble

Chapter 22 Cause Marketing 101: Moving Beyond Corporate Sponsorships to Strategic Partnerships 377
Mollye Rhea, For Momentum

Chapter 23 Social Enterprise 101: An Overview of Earned Income Strategies 391
Rick Aubry, New Foundry Ventures

Part Six Marketing and Communications 405
Darian Rodriguez Heyman and Laila Brenner

Chapter 24 Nonprofit Marketing: The Why and How of Branding 407
Jennie Winton and Zach Hochstadt, Mission Minded

Chapter 25 Moving Millennials to Act: Strategies and Tactics for Marketing, Fundraising, and Activism 423
Derrick Feldman, Millennial Impact Project

Chapter 26 Using Digital Tools to Tell Your Story 435
Beth Kanter, Zoetica. Updated for second edition by Carie Lewis Carlson, Digital Marketing Consultant

Chapter 27 Crafting an Effective Newsletter Strategy 451
Kivi Leroux Miller, NonprofitMarketingGuide.com

Chapter 28 Painless and Effective Event Planning: Let’s Get This Party Started! 465
Marika Holmgren, Do Good Events

Chapter 29 Public Relations for Nonprofits: Getting Exposure for Your Cause 485
David Fenton, Fenton

Part Seven Boards and Volunteers 499
Darian Rodriguez Heyman and Laila Brenner

Chapter 30 Board Governance 503
Vernetta Walker, Walker & Associates Consulting, and Emily Heard, Nonprofit Consultant. Updated for second edition by Darian Rodriguez Heyman

Chapter 31 Getting Your Board to Fundraise 525
Bob Zimmerman, Zimmerman Lehman. Updated for second edition by Ann Lehman, Zimmerman Lehman

Chapter 32 Volunteer Recruitment 541
Greg Baldwin, VolunteerMatch

Chapter 33 Volunteer Engagement and Management 559
Gary Bagley, New York Cares, Natalye Paquin, Points of Light, and Michelle Nunn, CARE USA

Closing Thoughts 575
Darian Rodriguez Heyman and Laila Brenner

Afterword: We All Have the Capacity to Be Social Prophets 579
Lynne Twist, Soul of Money Institute and The Pachamama Alliance

Book Partners 585

About the Editors 589

End Notes 591

Name Index 601

Subject Index 605

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