Online Fundraising Resources Center


class homepage Introduction to the Internet
for Fundraisers

June 13, 2000
University of Pennsylvania, College of General Studies

Web-Centric Fundraising

  • Reasons people visit a web site:

    • push vs. pull
    • Some "pulls" -- cause, content, service, entertainment
    • Other "pulls" to bring subsequent traffic: involvement devices (online courses, chat, book clubs, private passworded sections)
    • Some "pushes" -- "word of mouse" referrals, banner ads, a "channel" service, offering free e-mail, free screensavers, printing URL on all printed material, actively seeking out cross-linkages in your organization or some natural partners

  • Components of a good nonprofit web site


    Planning Your Own Site -- some considerations

  • What are your objectives?
    • Fundraising -- online gifts and pledges
    • Fundraising -- donor cultivation and recognition/stewardship
    • Friendraising -- identifying new constituencies on campus, in your communities; strengthening relationships with stakeholders
    • Building Your Database -- collecting information
    • Communicating with Your Constituencies
      • "online library" of basic information
      • newsletters
      • interactivity -- mailtos, forms, bulletin boards, listservs

    • What is the level of commitment at your institution for this project?

    • Where will your site "live" (your server? IT's server? commercial server)? Who will have the power over it (ability to make changes, allocate server space, etc.?)

    • What are your resources (equipment, talent, time)?

    • What is your budget?

Another perspective: Retooling for Cyber-Fundraising (Power Point)


Send comments to Adam Corson-Finnerty ( or Laura Blanchard (