Fundraising Big Online: How Little Charities Are Punching Above Their Weight

Why has it been so successful, and what lessons can other small charities learn from its example? For starters, Athletes for Africa was born online. It did not exist before the Internet, so all of its attitudes and processes are digital. It makes the assumption that people will find out about it through its Web site, not through direct mail. In fact, Athletes for Africa doesn’t have a direct-mail program, or a telemarketing program, and not a major gifts officer in sight. Its advantage in the online fundraising space is this lack of historical “baggage.” Athletes for Africa doesn’t have departments to argue about what should go on its Web site’s homepage. Out of necessity, it is extremely agile and willing to make big changes online very quickly.