Debunking Five Myths of Online Fundraising

The reason for these lackluster results is that organizations have not applied the same focus to their online efforts as they have in other areas. Most donors expect professionally printed mailings that include good stories and related giving options. But too often when they go online, they find gray, generic giving forms with no associated content. It’s not surprising, then, that donors give so little online and fundraisers conclude that online giving doesn’t work. Organizations end up setting lower expectations and focus even less on their online efforts — which leads to more bad results, and the cycle repeats.