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Navigating the eWorld: Fundraising and the Internet

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?

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Navigating the eWorld: Fundraising and the Internet

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

  2. 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?

  3. 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.

  4. 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

  5. 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.

  6. 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 Navigating the eWorld

  7. 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

  8. 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 The Webpage

  9. 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” Using email successfully

  10. Collecting Donor Information • Privacy Rights – online donor bill of rights http://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

  11. 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 Getting On-line Donations

  12. 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

  13. 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

  14. 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/

  15. Examples: Events • http://www.jimmyfund.org/eve/event/marathon_info.asp • http://www.nypl.org/events/ • http://www.aaco-sf.org/events/c4c_05/

  16. 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/

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

  18. 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.pdfhttp://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.htmlhttp://www.localvoice.com/http://advocacycentral.org/ • Information management • Charity watchdogs http://www.charitynavigator.orghttp://www.give.orghttp://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

  19. 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?

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