From the Ground Up: Digital Fundraising For Nonprofits

by Brock Warner, CFRE, Holly H. Paulin (Editor)

Digital fundraising does not have to be a mystery. While 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. With this book, you’ll have a firm grasp on the inner workings of:

Digital tools, platforms, offers and integrations
Websites that convert visitors into donors
Email marketing and best practices for increasing email revenue
Digital advertising strategies
Analytics and conversion tracking for measuring ROI
Design thinking for more donor-centric fundraising
Social media for impact and meaningful engagement
Introduction to donor journey mapping
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.

206 pages, Kindle Edition

First published September 2, 2020

About the author

Brock Warner, CFRE is Partner and Co-Founder of Broccoli (teambroccoli.org), a specialized consultancy helping fundraisers and charities do more.

He has well over a decade of experience that spans across every major nonprofit sector in Canada. He is a professor in digital fundraising at Humber College's Fundraising Management postgraduate program, and sought after presenter at fundraising conferences throughout North America. As a direct marketing account manager, he managed digital and print campaigns in healthcare, education, amateur athletics, humanitarian and domestic aid, and the environment.

As a senior leader on the frontlines, Brock's efforts have largely been in international development and mental health. Brock completed his undergraduate degree at Wilfrid Laurier University, followed by a postgraduate certification in Fundraising and Volunteer Management at Humber College in Toronto. He is a Certified Fund Raising Executive (CFRE), as well as a longstanding member of the Association of Fundraising Professionals (AFP) Greater Toronto Chapter. He has also obtained the bCRE-PRO designation for a professional-level proficiency in Blackbaud Raiser's Edge.

Reviews

[Jason Adkins · Rating 5 out of 5]

I've raised a dollar or two online before, but Brock’s book has given me so many ideas to test in 2021. I also noticed a few basics I need to go back and master! It was a no-brainer, no-doubt addition to my resource page for nonprofit pros.

At work, I pushed out a new email initiative based upon Brock’s guidance from chapters on “Offers,” “Hard Working Websites,” and “Email Marketing.” I’m seeing initial success and acquiring new email addresses. I wish I would have had this book three years ago! I would be a better fundraiser today.

[Stephanie · Rating 5 out of 5]

Insightful guide to digital fundraising from an experienced practitioner

[Alice Ferris · Rating 4 out of 5]

I appreciate this overview of digital fundraising through a design thinking lens. Too often in the nonprofit sector, we try to make new tools fit into old models--email is just a new version of direct mail! Websites are just new ways to have a brochure! Social media is just a new website! Instead, this book highlights how digital tools are tactics unto themselves and need to be iterated and tested. A quick read and a good tool in particular for small shops.

[Robert Koyich · Rating 5 out of 5]

I give this book five stars. Not for eloquence or craft of writing (though it is written well), though rather for the wisdom, knowledge, and purpose of the text. I will keep and refer back to parts of this book for my own charitable fundraising (www.Patreon.com/Introversial). If you are running a charity, or even are interested in business and digital marketing, I bet you’ll like and gain from this book.

[Ian Khan · Rating 3 out of 5]

I think this was a quick and solid read for fundraisers and marketers who operate in the social impact or non-profit space. The insights, tactics and approaches are well thought out, if lacking a bit of tools and detail. But the lack of tools can be overlooked if the book is used as a starting point of your digital marketing journey.

What I do appreciate most about this book, if that if you are in the for-profit space, but are working for a mission-oriented, socially-conscious enterprise, the strategies included actually apply nicely to what you are trying to do!

Definitely read! It will also resonate more with Canadian readers.