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
  • Provides an online library about your cause
  • Makes a compelling statement of your case
  • Offers abundant opportunities for involvement
  • Recognizes donors and volunteers
  • Fast loading, easy to navigate
  • For analysis of cool sites, see
    • Cool Sites
    • Cybergiving

• Reaping the harvest of your web site
  • Collecting e-mail addresses
    • Freebies -- screen savers, etc.
    • "We'll mail you" -- offer special report
    • Online surveys -- "we'll e-mail you the results"
    • Newsletters
    • Special passworded sections

   

• 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?