The Great Book List of Generosity Experience Design (2023 Edition)

One of the most requested resources I get asked to provide is book recommendations - in fact, I got that request recently on LinkedIn, and I finally decided this was the week to build out my suggested book list that helps kickstart thinking like a generosity experience designer.

I've broken things down into categories to help with alignment by a person's role, focus, or passion at their job. I'm not saying folks need to read all of these and I will flag my top recommendation by category for those who really want the TLDR version.

Foundations

These are books that I feel anyone in the sector should look at regardless of stakeholder role or organizational size. It helps inform the philosophical soul of what it means to be a forward-thinking nonprofit. There's a whole host of resources about equity, mental health, labor and management dynamics, and so on that won't be touched here.

1. "Decolonizing Wealth" by Edgar Villanueva: This powerful and thought-provoking book offers a fresh perspective on philanthropy and wealth distribution. Written by a leading expert in the field, it delves into the ways in which the current systems are rooted in colonialism and provides a roadmap for true decolonization of wealth. A must-read for anyone in the our sector looking to create real change. An absolute delight to have at Generosity Xchange last year too!
2. "The Generosity Crisis" by Nathan Chappel and Brian Crimmins: This book offers a timely and essential examination of the decline in charitable giving in the United States. The authors propose a new approach centered on building genuine relationships with donors and creating a culture of generosity, which is crucial for the sustainability of the nonprofit sector. To confront the true enemies of the sector - greed and manipulative tech - we need guides. This book is that shining light.
3. "New Power" by Jeremy Heimans and Henry Timms: This must-read book explores the rise of "new power" in society, and provides valuable insights on how organizations can thrive in this new environment. This is the core set of ideas that helped launch the GivingTuesday movement worldwide.
4. "Giving Done Right" by Phil Buchanan: This comprehensive guide to effective philanthropy offers a wealth of practical advice and strategies. It's an essential resource for anyone in the philanthropic or nonprofit sectors looking to maximize the impact of their giving. The articulation of impact and the differences between the nonprofit sector and for-profit sector's definitions of success are critical to understand.
5. "Philanthropy" by Paul Vallely: This engaging and informative book offers a fascinating history of philanthropy, from its ancient roots to the present day. Written by an experienced journalist, this book is a must-read for anyone interested in understanding how philanthropy has evolved, and its current state and types.
6. "Collecting Courage" by Nneka Allen, Camila Vital Nunes Pereira, and Nicole Salmon: This personal and inspiring collection of stories from Black fundraisers from the United States and Canada showcases the need for understanding and celebrating identity as a core strength of our sector. We should note the struggles outlined here and work toward the joy that the book ultimately focuses on.
7. "Managing Your Nonprofit For Resilience" by Ted Bilich: This practical and actionable book offers valuable advice and strategies for managing and leading a nonprofit organization. Written by an experienced nonprofit consultant that I just had the pleasure of connecting with on LinkedIn, it's a must-read for anyone in the nonprofit sector looking to build a resilient organization.
8. "How We Give Now" by Lucy Bernholtz: This insightful and informative book examines the evolution of charitable giving in the digital age. Written by one of the most brilliant folks in our entire sector, it's a must-read for anyone in the nonprofit sector looking to understand the changes that have begun to occur in donor behavior and motivation.

Audience Design

The first rule of generosity experience design is that you focus on people and not money.

The beginning of designing generosity experiences starts with audience design. You need to know who you are talking to, what you are trying to say, and why they should care. Without that anchor, any messaging, outreach, or hopes of revenue become much more difficult.

1. "The Brand Gap" by Marty Neumeier is a valuable resource for small to mid-size nonprofits looking to build a strong and effective brand. The book provides a clear and actionable framework for bridging the gap between strategy and creativity in the branding process and is written in an easy-to-understand style filled with practical examples and insights. Nonprofits with limited resources will significantly benefit from the author's approach as it will help them make the most of their resources. One of the few books I'll recommend that is not specific to the sector.
2. "Philanthropy Revolution" by Lisa Greer is an inspiring read for nonprofits looking for new ways to approach giving and charity. The book presents a fresh perspective on prioritizing impact and sustainability in philanthropy. We rarely hear directly from donors as prominently and clearly as what Lisa outlines here and we were thrilled to have her as part of our 2022 donor report.
3. "How to Build and Mobilize a Social Media Community in 90 Days" by Julia Campbell is a must-read for small shops looking to build a strong and engaged community on social media. One of our favorite partners to work with, Julia provides practical advice on identifying your target audience, creating content, and engaging with your community, focusing on maximizing impact with limited resources.

1. "The Fundraiser's Guide to Irresistible Communications" by Jeff Brooks is an essential read for growing nonprofits looking to improve their fundraising efforts. The author provides actionable advice on crafting effective fundraising messages and communications that resonate with donors, focusing on maximizing impact with limited resources. This book is a valuable resource for new and experienced fundraisers in the nonprofit sector.
2. "Brandraising" by Sarah Durham is a valuable resource for small to mid-size nonprofits looking to build a strong brand. The author provides a framework for building a brand aligned with an organization's mission and resonates with its target audience, focusing on maximizing impact with limited resources. This book will pair well with Marty's to round out a focused approach to audience design specific to the nonprofit sector.
3. "Creative Deviations" by John Lepp is one of the most fun books I've ever read and will be dog-eared throughout. John presents a unique perspective on how to think creatively and develop new ideas, engaging donors through direct mail, and provides exercises that can be used to boost creativity even with limited resources. I talk about this book a lot.
4. "Never Lose a Customer Again" by Joey Coleman is a must-read for small to mid-size nonprofits looking to improve their customer experience and increase donor retention. The author provides practical and actionable advice on creating a customer experience that is second to none, focusing on maximizing impact with limited resources. Another book focused on something other than the sector, don't let the title fool you - if you want to turn a new donor into a lifetime donor, follow what Joey says.
5. "Dollar Dash" by Katrina VanHuss and Otis Fulton is an excellent read for small to mid-size nonprofits looking to improve their peer-to-peer and social fundraising efforts. The authors provide an in-depth look at these fundraising models, including tips and strategies on how to run a successful campaign. I'm greatly looking forward to their next book coming out this year!

Magical Moments of Generosity

The second rule of generosity experience design is to focus on the experience of connecting with people

This meat and potatoes section is a nice mix of old-school and new-school thinking. Nonprofits are going to have a dizzying array of suggestions on how to engage supporters, and ultimately, the focus should be on moving any generosity actions someone takes from a situational experience (e.g. they gave because they were asked) to an identity-centric experience (e.g. they gave because they are passionate about the cause).

Some things shouldn't change, and then there are exciting evolutions of thought, but no matter what, it comes to ensuring that you focus on people and the connection they have with you and your organization. Remember, fundraising needs both a donor and a fundraiser (regardless of job title).

1. "Hooked on a Feeling" by Francesco Ambrogetti provides valuable insight into how emotions drive behavior and decision-making. The book is a great read for small to mid-size nonprofits looking to create emotional connections with their supporters and donors. Franki is brilliant and presents strategies and techniques to understand and connect with supporters on an emotional level, which is critical for any generosity experience you are designing.
2. "The Power of Moments" by Chip and Dan Heath is an insightful and thought-provoking read for practitioners looking to create meaningful experiences for their supporters and donors. The book provides an in-depth look at how certain moments can be elevated to create powerful memories and emotional connections. Another recommendation from outside of the sector but pairs very well (and is cited) with the above book.
3. "The Millionaire Next Door" by Stanley and Danko, is an excellent read for any fundraiser who has dealt with a board member asking about getting Mackenzie Scott money. The book provides an in-depth look at the characteristics and behaviors of affluent individuals looking to give and de-mystifies a lot of the stressful parts of talking with folks who have access to wealth that may living right in your own community. A positive framing of the relationship between major gifts and fundraisers.
4. "Retention Fundraising" by Roger Craver, is an essential read for small to mid-size nonprofits looking to improve their donor retention and create long-term giving relationships. One of the best books to get on what Key Performance Indicators to focus on.
5. "Ask Without Fear" by Marc Pitman is a must-read for leaders looking to improve their fundraising and donor engagement confidence. Marc provides practical and actionable advice on how to approach fundraising in an authentic, engaging, and effective way. This book is a valuable resource for nonprofit staff, volunteers, and board members looking to improve their fundraising skills and increase donor retention. We love working with Marc here at Neon One and he has many other books that may appeal to your specific needs.
6. "Firing Lousy Board Members" by Simone Joyaux is an essential read for nonprofits looking to improve the effectiveness of their board of directors. The author provides practical advice on how to identify and remove board members who are not contributing to the organization's mission and how to build a strong and effective board of directors. Simone is greatly missed in our sector, and this is one of the best introductions to her work - get rid of crappy board members!
7. "Monthly Giving Made Easy" by Erica Waasdorp is a great read for small shops looking to start or improve their monthly giving program. The book provides practical and actionable advice on creating and implementing a successful monthly giving program. This book is a valuable resource for nonprofits looking to create a stable, predictable income stream. We're huge fans of Erica here and pick up both of her books on the subject.
8. "Go See People" by Joe Tumolo, is an essential read for organizations looking to improve their donor engagement and fundraising efforts. The author provides practical and actionable advice on how to build relationships with donors and supporters, emphasizing the importance of face-to-face engagement and personal connections. Helps focus efforts for in-person engagement especially.

Tech Acceleration

The third rule of generosity experience design is that tech can be an accelerant to experiences

Any solution proposed that begins with technology is wrong. Especially with organizations that are overworked, underpaid, and being asked to do 100 things when they only have time for ten there is a lot of promise that technology holds for unlocking generosity.

Yet, too often, we start with the silver bullet of tech to solve the issue. This is the part of the framework I'm most excited to hone since there are always concerns about experimentation, new ideas and channels for engagement, and reporting and reconciliation. If the first two parts of designing a generosity experience have been well established, then the real magic happens when tech gets involved.

1. "The Smart Nonprofit" by Beth Kanter and Allison Fine is a valuable resource for all nonprofits looking to improve their overall organizational effectiveness through technology. The authors provide practical and actionable advice on utilizing technology to improve fundraising, communication, and program delivery, making it a great fit for nonprofits looking to maximize their impact with limited resources. A handbook for the future of our sector.
2. "The Tech That Comes Next" by Afua Bruce and Amy Sample Ward is a must-read for small to mid-size nonprofits looking to stay ahead of the curve regarding technology. The book provides an overview of the most promising technologies on the horizon and how they can be used to improve organizational effectiveness; it's a perfect fit for nonprofits looking to adopt new technologies to make their work more efficient and effective. More philosophical than Beth and Allison's book, it also helps outline transformative possibilities when equity and justice are central to planning.
3. "Data Driven Nonprofit" by Steve McLaughlin is an excellent read for nonprofits looking to make better data-driven decisions. The book provides practical and actionable advice on collecting, analyzing, and utilizing data to improve fundraising, program delivery, and organizational effectiveness. This book will be a valuable resource for nonprofits looking to improve their impact and create a sustainable future through data-driven decision-making. I remember seeing Steve talk at NTC when this first came out and it helped inform my approach to the work I do at the Fundraising Effectiveness Project.
4. "Future Philanthropy" by Ryan Ginard, is an inspiring and thought-provoking read for small shop nonprofits looking to explore new ways of giving and philanthropy. The book provides a fresh perspective on approaching giving and charity and highlights the importance of impact and sustainability in the philanthropic process. This book could be an excellent fit for nonprofits looking to explore new ways of creating social impact once the foundations have been set.
5. "The Signals are Talking" by Amy Webb is an excellent read for leaders looking to stay ahead of the curve in the fast-paced digital landscape. The author provides an in-depth look at how to anticipate and adapt to technological change, making it a great fit for nonprofits looking to stay relevant and effective in the digital age. Another sector-agnostic recommendation, this has been one of the most influential books in my work.
6. "Baseball, Fundraising, and the 80/20 Rule" by Peter Wylie, is an interesting and relatable read for nonprofits looking to improve their fundraising efforts. The book uses baseball as an analogy to explain how to use the 80/20 rule in fundraising, and provides practical and actionable advice on how to focus on the most important and effective strategies to improve fundraising outcomes, which can be especially useful for nonprofits with limited resources. This is one of the first books I ever bought specifically for sector so it holds a special place on my shelf.

Books I'm Waiting To Read

There are a handful of recommendations that folks made that I want to include but simply with the caveat that I still need to read them. But these three books are ones that are either on sitting on my desk ready to read or that someone recommended:

• Tiny Habits by BJ Fogg
• Madam C.J. Walker's Gospel of Giving by Tyrone McKinley Freeman
• Nonprofit Sustainability: Making Strategic Decisions For Financial Viability by Jan Masaoka

So what do you think? What am I missing that is critical to developing a practical approach to make it easy for growing nonprofits to create uniquely magical generosity experiences?