Navigating the eWorld: Fundraising and the Internet Fundraising, Spring 2009

eEngagement: The Internet and Public Life What is it and how does it work? – eCommunities – ePhilanthropy – Information flow – Networks – eAdvocacy Who does it? How is it different? – Changes the shape of relationships – Network society – Questions of access.. – Questions of investment, attachment, “true community” How can we use it successfully?

ePhilanthropy What is it? The use of electronic media for the promotion of charity and the development of charitable organizations Who does it? Larger organizations with tech. capacity. People with access to electronic media and who use it for their primary means of news/business/interaction. How effective is it? Allows rapid fundraising (ie-Red Cross and Katrina) increases anonymity and donor control. Reaches tech. savvy markets. How can organizations use it? Education-Encourage Interaction/Relationships-Management- Fundraising.

Goals of Using Electronic Media Communication/ education and stewardship Online donations and membership Event registration and management Prospect Research Volunteer recruitment and management Relationship building and advocacy Ted Hart-Nonprofit Internet Strategies

Primary Goal: Interaction and Relationship Building Create multiple avenues of engagement with the organization. More ties/avenues of exposure=more investment=literal investments. (ie-perceived closeness) Encourage increased interaction and communication between donors and the organization. More clicks=greater investment… Building relationships. Internet as supplement not substitute.

Navigating the eWorld Websites communication Online giving Online management tools Online registration/memberships eAdvocacy tactics Prospect research Search Engines eCommunities Charity watchdogs Virtual shopping Virtual Auctions Member portals Resources: nprofit.pdf

Successful WebPages a.html a.html

The Webpage About us: – What we do-Mission – Who we serve- Clients – How we do it- Vision – Who does what- Board, Employees, Volunteers – Directions – contact info Legitimacy – 990/Annual Reports – Charity reports – Sponsor/Donor list – Funding breakdown/chart – Security/Privacy Policies Donor Information – Case Statement – Needs – How to donate (multiple ways) Education-Resources – Links – Further Resources – Facts-Information – Our partners/sponsors Opportunities for Interaction – eNewsletter or Mailed – Addresses – Contact Us – Get our recommendations for X – Volunteer – Media alerts – About you – join a community – Shopping

Using successfully  Always leave an opt out method.  Know your constituents – who s?  Get their addresses – give them yours - encourage communication.  Your address/url is your business card – get it out there. (radio, TV, advertisements). Possibilities: eNewsletters Receipts Questions Thank you’s Reminders News items “E-chain letters”

Collecting Donor Information Privacy Rights – online donor bill of rights Cookies? Donor databases Prospect searching

Getting On-line Donations Types: One click donations Mail-in requests Credit card donations Payroll deductions Virtual Shopping Matching donations Strategies: One time gifts Cause related marketing Annual/monthly giving Planned giving Capital campaigns Donor Costs v. Benefits (consider incentives and disincentives for acting) Considerations: Security Transparency Accountability Legitimacy

Examples On-line Giving aign.asp aign.asp x_yahoo_pi&WT.srch=1&WT.mc_id=ypi x_yahoo_pi&WT.srch=1&WT.mc_id=ypi

Advocacy Examples _petition.php _petition.php stationpub=x_yahoo_pi&ArticleID=&NewsID= stationpub=x_yahoo_pi&ArticleID=&NewsID

Examples: Volunteer Recruitment and Management unities_with_irc_in_atlanta.html unities_with_irc_in_atlanta.html

Examples: Events n_info.asp n_info.asp

Search Engines and Nexuses For information dispersal – Yahoo – Google – Alta Vista – Goodsearch For donors and volunteers – – –

eCommunities

Technical Resources in eLand Prospect research Donor databases Web design tools Web hosting Advocacy Information management Charity watchdogs eNewsletters Search Engines Reviews of management programs Online giving Virtual Shopping

Application exercise Create an on-line fundraising strategy for a nonprofit that provides landscaping services to low income individuals and communities. How can the organization encourage on-line giving?