From Buttons to Blogs

• Special-event fundraising groups have raised a substantial portion of revenue online (up to 75 percent). Much of this revenue is new as participants using online tools have expanded their reach and average gift.

• International-relief agencies have garnered substantial funds online in response to disasters — 39 percent of all tsunami gifts came online, according the Direct Marketing Association’s Nonprofit Federation. Not only has the Internet been a great vehicle for collecting funds from new supporters, but some groups have proactively raised funds through e-mail appeals sent during and outside of disasters.

• Advocacy groups have built large lists of activists and have mobilized them to support initiatives. Some also have been effective at converting activists to donors through online and off-line solicitation.

• Health- and member-oriented groups providing strong online content and community engagement opportunities have attracted growing numbers of supporters and have successfully converted them to donors, advocates and event participants.

The way groups organize also drives success. Successful groups have: