Ch. 1. Beginning at the beginning : the context for everything else -- ch. 2. The red pants factor : a story about the power of questioning -- ch. 3. Key components of effective organizations : part of the larger context for this work -- ch. 4. What relationships are and why we have them : the art of human interaction -- ch. 5. Five rather deadly sins : warnings about relationships and solicitation -- ch. 6. Eight steps to develop and nurture relationships : it's what I'm buying that counts -- ch. 7. Identify the predisposed : finding new prospects for your organization -- ch. 8. Understanding the fundamentals of marketing and communications : the right message to the right person at the right time -- ch. 9. Emotions : the decision makers -- ch. 10. Relationship building : details about steps #3 and #5 : getting to know you -- ch. 11. Creating your relationship-building plan : write it down -- ch. 12. Planning donor communications : stay in touch -- ch. 13. Characteristics of effective communications : how the sausage gets made -- ch. 14. Are you really donor-centered? are your donors truly loyal? : why building a better mousetrap doesn't work unless your donors are mice -- ch. 15. Telling a story : then what happened? -- ch. 16. Communications and social styles : did you see what I mean? -- ch. 17. Conversation nurtures relationships : asking questions to learn more -- ch. 18. The case for support : why should anyone give you money? -- ch. 19. The donor newsletter : how to cultivate (i.e., retain) donors -- ch. 20. The web site home page : click, search, do, read? : not so much -- ch. 21. Tips for writing : think first, write later -- ch. 22. Readability : visual aspects of good communication -- ch. 23. Monitoring progress and measuring results : how effective are your communications? -- ch. 24. Monitoring progress and measuring results : how good is your relationship-building program? -- ch. 25. Coda : philanthropy's moral dilemma.