Navigating the eworld fundraising and the internet
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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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Eengagement the internet and public life
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?


  • 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
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

Primary goal interaction and relationship building
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


Email communication

Online giving

Online management tools

Online registration/memberships

eAdvocacy tactics

Prospect research

Search Engines


Charity watchdogs

Virtual shopping

Virtual Auctions

Member portals


Navigating the eWorld

Successful webpages
Successful WebPages






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


990/Annual Reports

Charity reports

Sponsor/Donor list

Funding breakdown/chart

Security/Privacy Policies

Donor Information

Case Statement – Needs

How to donate (multiple ways)


Links – Further Resources


Our partners/sponsors

Opportunities for Interaction

eNewsletter or Mailed

Email Addresses

Contact Us

Get our recommendations for X


Media alerts

About you – join a community


The Webpage

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).





Thank you’s


News items

“E-chain letters”

Using email successfully

Collecting donor information
Collecting Donor Information

  • Privacy Rights – online donor bill of rights

  • Cookies?

  • Donor databases

  • Prospect searching

Getting on line donations


One click donations

Mail-in requests

Credit card donations

Payroll deductions

Virtual Shopping

Matching donations


One time gifts

Cause related marketing

Annual/monthly giving

Planned giving

Capital campaigns

Donor Costs v. Benefits

(consider incentives and disincentives for acting)






Getting On-line Donations

Examples on line giving
Examples On-line Giving





Advocacy examples
Advocacy Examples





Examples volunteer recruitment and management
Examples: Volunteer Recruitment and Management




Examples events
Examples: Events




Search engines and nexuses
Search Engines and Nexuses

  • For information dispersal

    • Yahoo

    • Google

    • Alta Vista

    • Goodsearch

  • For donors and volunteers







Technical resources in eland
Technical Resources in eLand

  • Prospect research

  • Donor databases

  • Web design tools

  • Web hosting

  • Advocacy

  • Information management

  • Charity watchdogs http://www.charitynavigator.orghttp://www.give.org

  • eNewsletters

  • Search Engines

  • Reviews of management programs

  • Online giving

  • Virtual Shopping



Application exercise
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?