Going Beyond the Donate Button

Make it easy for your supporters to recruit others. Use new technologies that build communities in support of your organization. In your e-mails, encourage your recipients to forward it to their family, friends and co-workers. Remember the survey? Incorporate search engine optimization and, if you have the resources, search engine marketing into your ongoing acquisition plans. Also, participate in existing social networks and blogs — go to where your potential donors are rather than trying to get them to always come to you.