The Basics of Online Fundraising :: PNNOnline :: the nonprofit news and information resource

The Basics of Online Fundraising :: PNNOnline :: the nonprofit news and information resource: "The Basics of Online Fundraising
Posted by: brandiellerbee on Friday, February 4, 2005
Topic Expert Opinion
As Americans migrate in increasing numbers to the Internet, online fundraising campaigns are gaining ground in the nonprofit sector. Organizations can now employ the Internet as a tool to create long-lasting e-relationships with donors and constituents. Once an organization has developed an online relationship with its constituents, it�s time to make that first �ask.� Consider these approaches to ensure each online campaign is as effective as possible.
Determine Objectives
An organization must clearly understand its strategic objectives before launching an online fundraising campaign. Setting objectives sharpens messages while also establishing standards for measuring results.


For instance, a nonprofit�s goal might be to improve awareness and acquire new donors among younger supporters ages 28-40. This campaign might include four different emails, executed over a 12-week period. The objective of the first communication might be to engage this demographic with an informational update on the organization's activities while the second mailing might be an invitation to a special event for younger supporters. The third might include a fundraising appeal followed by a reminder to those who have not yet donated."