Thanks to a recent post on Wild Apricot‘s blog, I found a great resource for online fundraising.  Download the pdf here.

Here’s why I like the resource:

  • It was developed by Network for Good – a well-respected organization, specializing in online fundraising.
  • It’s free.  Information is openly shared for the betterment of all.
  • The resource is user-friendly.  Each aspect of online fundraising has its own “checklist” for effectiveness.
  • It’s concise.  The information provided is clear – void of fundraising or technology jargon.
  • The content resonates with my experience and education in marketing and fundraising.

In addition to the important contribution from Network for Good, a particular nonprofit scholar, Adrian Sargeant, has also made a great impact in the field of online fundraising.  In this prior post, I offer some suggestions after attending a presentation by Adrian Sargeant.  Here’s some of the main points:

  • Online communication must be integrated with offline communication.
  • Incorporate different vehicles for interaction (two-way communication).  Some ideas include:  tribute pages, comments to blogs, surveys, advocacy, etc.
  • Leverage opportunities for members to attract other members.  Why not “tell a friend?”
  • If possible, make it personal.  Some of this personalization is quite costly, but at least worth looking into!
  • Be creative.  Please, please, please.  Don’t just have a website to have one.  Make it mean something!
  • Make an ask on every page.  I thought this point was particularly important.  You never know when a website visitor may be moved to contribute; make sure the donation page is accessible from every other page.
  • Treat a donation like a donation.  Avoid “add to cart” and “check-out” language.

Please leave a comment.  Tell me what you think about Network for Good’s free resource.  Or, tell me your recommendation for online fundraising!

Bookmark and Share