Four Internet Fundraising Strategies

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

• Building Credibility: Your website must give people confidence. Make sure the content is up to date, there are no bad links, and the website is attractive and easy to use. The website is your key point of communication 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 your mailing list, ask a question, make a donation, volunteer, or get involved in some way.
• Build donations: Include a method for people to donate on your website, such as a PayPal “Donate” button or other donation methods. Include different levels of donations so that a person can give a small donation while building their relationship and comfort with your organization. Set up an automated “Thank You” email, but also follow up with other emails and reports on how donations are used.
• Build 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 to download, or sign up for an online webinar or event. Be sure to use non-Internet methods to build your list, including adding “sign up for our newsletter” in your email signature file.

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