Web Bonus: The Art and Science of e-Cultivation

5. Extend your organization’s online presence to social networking sites. Use personal outreach tools to empower supporters to extend your fundraising campaigns to their online social networks. For example, Oxfam’s official MySpace page added more than 7,000 friends, and the MySpace-Oxfam America “Rock for Darfur” campaign raised more than $13,000 and added 200 new donors to Oxfam’s list, with donations larger than the organization’s average. The ASPCA’s official MySpace page added more than 4,000 friends, providing visitors an engaging user experience that included the Rolling Stones’ “Gimme Shelter” audio; a survey with results going directly to the ASPCA database; a video encouraging monthly giving; and a Flash movie.