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

www.ephilanthropy.org

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 Email 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:http://www.nonprofitmatrix.com/http://www.techsoup.org/index.cfm http://www.rlweiner.com/resources.html http://www.compasspoint.org/assets/216_enonprofit.pdf

http://www.guidestar.org/npo/ www.ephilanthropy.org

Successful WebPages

http://www.thehungersite.com http://www.mercycorps.org/ http://www.heifer.org/ http://www.care.org/ http://

www.theirc.org/where/the_irc_in_atlanta.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– Email Addresses– Contact Us– Get our recommendations for X– Volunteer– Media alerts– About you – join a community– Shopping

Using email successfully

Always leave an opt out method.

Know your constituents – who emails?

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 rightshttp://www.afpnet.org/ka/ka-3.cfm?folder_id=0&content_item_id=1247

http://www.the-dma.org/privacy/creating.shtml

Cookies?http://www.google.com/analytics/feature_fast.html

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 TransparencyAccountabilityLegitimacy

Examples On-line Giving

https://www.sea.edu/supportsea/capitalcampaign.asp

http://www.redcrosslegacy.org/ https://secure.ga3.org/02/oxfamamerica http://www.savethechildren.org/?stationpub=

x_yahoo_pi&WT.srch=1&WT.mc_id=ypi

Advocacy Examples

http://www.lungcanceralliance.org/involved/sign_the_petition.php

http://bicyclecolo.org/page.cfm?PageID=651 http://www.savethechildren.org/advocacy/index.asp?

stationpub=x_yahoo_pi&ArticleID=&NewsID=

http://advocacycentral.org/index.pl/543041.html

Examples: Volunteer Recruitment and Management

http://www.theirc.org/where/volunteer_opportunities_with_irc_in_atlanta.html

http://www.volunteer.org.nz/ http://www.nczoo.org/volunteer/

Examples: Events

http://www.jimmyfund.org/eve/event/marathon_info.asp

http://www.nypl.org/events/ http://www.aaco-sf.org/events/c4c_05/

Search Engines and Nexuses

For information dispersal– Yahoo http://searchmarketing.yahoo.com/srch/index.php – Google http://www.google.com/services/ – Alta Vista http://www.altavista.com/web/avbusiness – Goodsearch http://www.goodsearch.com/

For donors and volunteers– http://www.networkforgood.org/– http://www.volunteermatch.org/ – http://www.idealist.org/

eCommunities

http://ga0.org/oxfamamerica/join.tcl http://www.idealist.org/en/help/7.html

Technical Resources in eLand

Prospect research http://www.blackbaud.com/products/prospectresearch/pr_overview.aspx http://www.internet-prospector.org/

Donor databases http://www.npower.org/ http://www.nptimes.com/fme/oct04/Oct04_FME_DSM.pdf http://www.allianceonline.org/FAQ/fundraising/how_do_we_select_fundraising.faq

Web design tools http://www.techsoup.org/techfinder/index.cfm Web hosting http://www.etapestry.com/websiteservices/wsservices_fs.html Advocacy http://www.petitiononline.com/petition.html http://www.localvoice.com/ http://advocacycentral.org/ Information management Charity watchdogs http://www.charitynavigator.org http://www.give.org http://www.charitynet.org

http://www.consumerreports.org/cro/personal-finance/charity-watchdogs-1205.htm eNewsletters http://www.getactive.com/ Search Engines Reviews of management programs

http://www.nonprofitmatrix.com/category.asp?Cat=Donormanagement&orderby=datemodified&order=desc

Online giving http://www.justgive.org/nonprofits?sess=1

Virtual Shopping http://www.networkforgood.org/npo/fundraising/fund_resources/toolsfund.aspx http://www.nonprofitmatrix.com/category.asp?Cat=Affinityshopping&orderby=datemodified&order=desc http://www.techsoup.org/techfinder/index.cfm

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?