Despite fundraisers’ hopeful expectations, online-acquired donors often cost as much as theur DM-acquired counterparts.

By Kimberly Seville

When they opt to make their monthly pledges by electronic funds transfer or credit card, offer them the opportunity to receive giving statements by e-mail. And when you send those e-mails, be sure to include a donation link so they can easily make an extra contribution when your monthly message moves them to do so.