Four Internet Fundraising Strategies

The Internet offers a platform and set of communication tools that are valuable to all non-profit organizations in their fundraising activities. Your donors and potential donors often use the Internet to check how organizations are doing before they commit. Your internet communications plan can include multiple entry points: your website, Facebook page, blog, email newsletter, sign-up to various portals, online photo galleries, YouTube, and other social media. Using the Internet effectively does not mean simply holding down the “DONATE NOW” button. Here are some strategies to consider:

  • Build credibility: Your website must give people confidence. Make sure the content is up-to-date, that there are no bad links, and that the website is attractive and user-friendly. The website is your key communication point for the visitor.
  • Build relationships: Through your website, Facebook page and your email newsletter, keep in regular contact with the people who visit the website. Include specific “Calls to Action” that will encourage people to come back often and engage – sign up for their mailing list, ask a question, make a donation, volunteer, or get involved in some way.
  • Generate donations: Include a method for people to donate on your website, for example with a PayPal “Donate” button or other donation methods. Include different levels of giving so that one person can make a small donation while building their relationship and comfort with your organization. Set up an automatic thank you email, but also follow up with other emails and reports on how donations are being used.
  • Create your list: Your list is a powerful asset to your organization. Use the internet to build your list by having people sign up for your email newsletter, enter their email to request a report or article download, or sign up for an online webinar or attend an event. Be sure to use non-internet methods to build your list and also add a “sign up for our newsletter” in your email signature file.

Share your Internet communications plan with the people in your organization. Many of them may be using Facebook or other social networks. Ask them to refer interested potential friends and colleagues to the website and invite them to link up with you.

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