Four Internet Strategies for Fundraising

The Internet offers a platform and a set of communication tools that are valuable to all nonprofit organizations in their fundraising activities. Your donors and prospective donors often use the Internet to verify organizations before they commit. Your Internet communications plan may include multiple entry points: your website, Facebook page, blog, email newsletter, registration with 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 should give people trust. 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 communication point for the visitor.
• Build Relationships: Through your website, Facebook page and your ezine, 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 interact: 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 one person can give 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 how donations are used.
• build your list: Your list is a powerful asset to your organization. Use the internet to build your list by getting people to sign up for your email newsletter, enter their email to request a download of a report or article, or sign up for an online webinar or attend an event. Be sure to use non-internet methods to build your list, including adding “sign up for our newsletter” to 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 recommend the website to interested potential friends and colleagues and invite them to link with you.