Internet fundraising has come a long way since credit card capability was The Big Thing. Come see how youԶe grown.

By Paul Barbagallo

Executive-level recognition that the Internet is strategic and warrants investment of organizational resources;

Embraced online marketing in an integrated fashion and realized that it is important to “organize around the constituent” — adapt to their preferences, interests and participation history;

Ensured that fundraising/marketing functions either control or have an active voice in the strategy for the Web;

Adopted a proactive outbound communications and solicitation approach;

Deployed the right systems necessary to interact holistically with constituents; and

Organically built large e-mail lists for both current supporters and prospects instead of relying on tactics including list appends or rentals.

Unfortunately, many groups have not followed these principles and are not succeeding. The single biggest constraint on success is a lack of executive understanding of the potential value of the Internet. Technology has advanced greatly in the last five years, but there is an acute lack of administrators who both understand the nuances of the Web and also are strong communicators and fundraisers.