Going Beyond the Donate Button

The “Donate” button, for all too many organizations, is the Alpha and Omega — the beginning and end — of their online fundraising efforts. But such an unimaginative view leaves thousands, possibly hundreds of thousands, of dollars worth of potential donations lying on the table.

Since online fundraising became an option, nonprofits have raised hundreds of millions of dollars through new media tools and technologies. And research constantly suggests that online donations and donors are increasing by the month.