Add Ease to the Ask

Add Ease to the Ask

April 11, 2006

By Abny Santicola, editor, FundRaising Success Advisor

When it comes to Web site fundraising, it's important to get the basics down. First thing, says John Murphy, vice president of professional services for Kintera, is getting people to your site. Search-engine optimization -- using keywords that best describe your organization so that when potential donors conduct a search via a search engine, your site is picked up by search-engine spiders -- is a good start. "If someone's searching about your cause, it's going to bring up your Web site," Murphy says. Even more basic is including your organization's URL in any and all correspondence you send out.