CONTENTS
Chapter One: Why Are Online and Mobile Channels So Important to Nonprofits Today?
Don’t Forget: Offline Counts Big Time Too!
Chapter Two: Guiding Principles for Anytime Everywhere
Principle 1. Identify Your Community from the Crowd
Principle 2. Focus on Shared Goals
Principle 3. Choose Tools for Discovery and Distribution
Principle 4. Highlight Personal Stories
Put these Principles into Action
Chapter Three: Advocacy Anytime Everywhere
Advocating for Social Change: Three Principles to Live By
Create a Successful Multichannel Advocacy Plan
Use Multiple Channels to Engage Supporters
Metrics: Measure Impact Across Multiple Channels
Special Focus: Advocacy Reach Globally
Putting it All Together: Your Complete Multichannel Advocacy Campaign
Chapter Four: Fundraising Anytime Everywhere
Fundraising is Like Baking Bread
Psychology of Giving: What Motivates People to Donate?
Plan a Multichannel Fundraising Campaign
Roll Out Your Multichannel Fundraising Campaign
Strategies to Raise More Money Across Channels
Chapter Five: Community Building Anytime Everywhere
Connect the Community Across Platforms
Exercise Your Value in the Community
Chapter Six: Multichannel Strategies in Action
Oil Spill Crisis: National Wildlife Foundation’s Multichannel Campaign Response
Ban the Bag: Surfrider Foundation’s Multichannel Advocacy Campaign
Memorial Day: Iava’s #Gosilent Multichannel Community Campaign
Chapter Seven: Equipping Your Organization for Anytime Everywhere
Tearing Down Silos: Changing Institutional Culture
Invest and Believe in Your Staff
Engaging Leaders in Culture Change
Chapter Eight: Transitioning to Anytime Everywhere
Navigating Tough Conversations
How to Guide: Managing the Critics
How-to Guide: Managing a Rogue Staffer
Transitioning Your Organization