Creativity is Key to Attracting More Donors Via Your Web Site

4. Personalization and social networking: Make your audience feel involved.
Widgets are important in generating “buzz” marketing, because users feel more involved when they can easily support the cause by linking the widgets to their social-networking pages or share them via e-mail.

For example, Crew built a widget to allow users to pick an animal or plant from the Atlantic Forest to display on their social-networking pages. There are 12 animals and plants in the widget. When clicked on, each displays information about that animal or plant. Customization is one of the “hooks” that help make widgets viral — in this case, users could pick which Atlantic Forest native they stood for in this fundraising effort.