Deciding whether to offer donors an option for online giving
Abstract
Nonprofits that offer the opportunity for online donations are extending convenience to potential donors, as well as cost effectiveness and efficiency for the organization. But before jumping to offer this service, take the questionnaire developed by Campaign Consultation, Inc., to decide whether this is the appropriate technology for your program.
Issue
The online response channel is a powerful tool, especially when integrated with offline communications such as direct mail, direct response television, radio, press ads, billboards, and phonathons, as well more customary fundraising methods (such as mail, telephone, and face-to-face solicitation).
Action
Answering the following questions will help you decide whether online fundraising is the right tool for your organization:
- Does our organization have an active donor base? Do we depend on individual donations through a strong and effective mail or telemarketing operation?
- What percentage of our donors use credit cards?
- Are our donors asking to give online?
- Do we have a way to contact donors online? Do we have their email addresses?
- Does our donor base use the Internet? [Note: To answer this question accurately, go beyond your intuition or hunches and study your target group, how you communicate with them now and the purpose of these messages.]
- Do we provide compelling reasons for our donor base to visit our website on a regular basis? Do we integrate all of our offline activity into the online website?
- Does our program get significant media coverage, at least locally? Do people know the value of our services?
- Is there ever a need for our program to raise funds due to natural disaster or other issue-related emergency reasons?
- Is our donor base likely to give online at this time?
- If current donors are not inclined to give through the Internet, do we grow their online giving receptivity?
- What preparation is required for building donor acclimation to online giving?
Context
According to Campaign Consultation, Inc., from about 1995 to 1999, the focus of most nonprofits was on building online awareness with little attention to online fundraising. During that time, many organizations produced their first websites by translating printed materials to the online environment. The result was a static site that disallowed visitor interaction by its very nature. As programs come to embrace the interactive features of Web 2.0, online giving will increasingly become part of every program's overall fundraising strategy.
Citation
From the "Pocket SustainAbility" series. Resource Development: Online Giving & Your Initiative. Developed by Campaign Consultation, Inc., and sponsored by The Corporation for National and Community Service.
Outcome
By answering this set of questions, volunteer and staff leaders will be better able to decide whether or not to install an online giving option now or prepare for it later.
Posted On
July 31, 2007For More Information
Resources
Nonprofit Internet Strategies: Best Practices for Marketing, Communications, and Fundraising Success
By Ted Hart, James M. Greenfield and Michael Johnston
Online Giving: A Little Homework
By Steve Rusche, Co-editor
A Primer on Online Fundraising for Nonprofit Organizations, Online Giving: Is it Everything its Cracked up to Be?
By Steve Rusche, Co-editor
Charity Channel's E-Philanthropy and Technology Review. Taking Online Donations: Lessons Learned from September 11, by Bob Ellsworth
