An Action Appeal

"We run online campaigns instead of appeals, and so we basically organize our Web work around active campaigns on a variety of issues that involve an online action such as writing Congress or e-mailing a corporation," Handy adds. He recommends nonprofits "run online campaigns instead of one-off appeals and really create a dialog around your online file or your online constituents around these campaigns." That means nonprofits should run multi-level campaigns, which require action and engage potential donors for longer, unlike one-off appeals that may not encourage donors to follow through.