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Social Entrepreneurship For Dummies
xvi
Helping society while turning a pro t ............................................. 132
Looking at the Moral Dimension in For-Pro t Enterprises .....................136
Double and triple bottom lines: Adding social and
environmental good to your goal of turning a pro t .................136
Practicing corporate social responsibility .....................................138
Marketing with a conscience ............................................................140
Considering Capitalistic Concerns in Nonpro t Enterprises .................141
Philanthrocapitalism: Capitalism with a twist ...............................141
Venture philanthropy: The work of fairy godcapitalists ..............143
Socially responsible investing ..........................................................144
Chapter 9: It Doesn’t Grow on Trees: Funding Nonprofi ts. . . . . . . . . .145
Achieving Charitable Status .......................................................................146
You Gotta Pay Your Dues ...........................................................................147
Deciding how much to charge in dues ............................................147
Maximizing the ef ciency of your dues ..........................................148
Putting the Fun in Fundraising ...................................................................150
Ongoing funding .................................................................................150
Episodic funding ................................................................................151
Capital campaign ...............................................................................151
Planned giving ....................................................................................152
Hiring out your fundraising ..............................................................152
Finding Donors and Preventing Their Fatigue .........................................154
Finding External Financial Support ...........................................................155
Foundations ........................................................................................155
Governmental entities .......................................................................157
The private sector .............................................................................158
Gifts ......................................................................................................159
In-kind contributions .........................................................................160
Writing Successful Grant Proposals ..........................................................160
Chapter 10: Creating Your Brand. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .163
What’s in a Name? .......................................................................................164
Creating an Online Presence ......................................................................166
Reaching the right folks ....................................................................166
Creating content ................................................................................167
Developing an appropriate appearance..........................................169
Focusing on functionality .................................................................169
Seeking commercial support and advertising ................................170
Getting Your Identity on Paper ..................................................................172
Brochures ...........................................................................................172
Flyers ................................................................................................... 172
Posters and banners ..........................................................................172
Business cards ...................................................................................173
Letterhead stationery ........................................................................173
Marketing the Old-Fashioned Way ............................................................174
Logos ...................................................................................................174
Networking..........................................................................................175
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