Online Fundraising Resources Center


class homepage Introduction to the Internet
for Fundraisers

March 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

  • 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?


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