Debunking Five Myths of Online Fundraising

One public television station we work with applied this approach and saw online giving grow to nearly 30 percent of total funds raised — about triple the amount they raised online a year ago. Total gifts and overall giving to the station also were up. This happened, by the way, as the economy began to enter its current downturn and average giving amongst the station’s industry peers was down by about 12 percent. Best of all, the station didn’t have to make up-front investments in new technology or launch entirely new marketing programs. It simply took better advantage of the programs it already had in place by using flexible and more powerful online tools. Importantly, the new approach to online fundraising is replicable by any organization that wants to take its own great ideas and achieve equally dramatic results.