Embed E-Giving Into Your Organization

Make your Web address visible on all communications and at every touch point, along with an ask. Something as simple as adding a Web link and tag line asking for donations at the bottom of all e-mails sent by anyone in the organization is one strategy.

Commit to telling donors and the community that online giving is the most efficient, cost-effective way to give to the organization. "When someone makes a donation online, it really does cost less than if they make a phone call to the organization or if they mail in a check, just in terms of the manpower that it takes to process the donation, the speed at which the money is going to get into your [organization's] account, and, across the board, the technology costs are so little now ...," Pruitt adds.