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May 2005 Edition

Nonprofit Online News Journal

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	May 12th, 2005: Welcome to the May 2005 edition of Nonprofit Online News Journal. After developing the Journal for the last six months, we are now making our promised transition to being a subscription based publication. We hope you are as pleased with the results as we are. We have five articles this month. My own piece on the subject of Online Donor Cultivation Metrics heads up the list. Samantha Moscheck of Digital Aid has written a fantastic article on nonprofits and spam entitled To Be Heard Above the Din. I highly recommend it. We have research on the effectiveness of the Stanford Alumni newsletter, an intriguing look at online telephony as a community media tool, and a profile of a fascinating woman, Nobel Peace Prize winner Waangari Maathai.
In our workshops and consulting, we frequently use Kurt Lewin's force field analysis methodology to help identify barriers to change within organizations, as well as resistance that is caused in part by the very forces working in favor of change. Consequently, we have decided to make this month's Quicksheet devoted to the Force Field Analysis methodology. We have included 36 annotated resources and five book reviews, organized into categories such as Communication and Public Relations, International Organizations, and Strategy. We're very pleased to offer a profile of Action Without Borders in this issue. They are a financial sponsor of the Journal and we are very grateful for their support. If your organization is interested in being a sponsor, please don't hesitate to contact us.

Table of Contents

Letter From the Editor ... 3
Contributors ... 4
Sponsor: Action Without Borders ... 5

Articles:

Online Donor Cultivation: The Quest for Metrics ... 6
By Michael C. Gilbert
I believe that two of the great opportunities of online fundraising are the ability to cheaply cultivate relationships with many donors and the ability to track that cultivation numerically. I address the latter issue here.

To Be Heard Above the Din: Communication, Nonprofits, and Spam ... 11
By Samantha Moscheck
Samantha Moscheck offers us the Nonprofit perspective on the problem of spam, or unsolicited commercial email. She clearly lays out the problem and suggests courses of action for individuals, nonprofits, and funders.

@Stanford and Institutional Advancement ... 15
By Jearold Pearson
Here is a report on the effectiveness of @Stanford, a free email newsletter for the university. They found positive correlations to many of their communication objectives, including giving.

Using Skype as a Community Media Production Tool ... 37
By Phil Shapiro
Phil Shapiro has written a nice short introduction to Using Skype as a Community Media Production Tool. He is developing a model for ordinary people to do audio interviews with other ordinary people.

A Woman of Firsts ... 39
By Katrina vanden Heuvel
A profile of Waangari Maathai, the first woman in eastern and central Africa to earn a doctorate, the first female professor at the University of Nairobi, and now, the first African woman to win the Peace Prize.

Other Resources:

Force Field Analysis Quicksheet ... 42
News ... 43
Book Reviews ... 62
Classifieds ... 64
About the Journal, & Subscriptions ... 70
License Information ... 71
Copyright ... 72

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