Going Beyond the Donate Button

E-mail allows you to reach out to current and potential supporters in a personal way. But don’t stop there … a recent survey of 2,379 nonprofit supporters conducted by Harris Interactive in collaboration with Mindshare found that 14 percent of those polled prefer to receive information from friends, 12 percent prefer to receive information from family, (people giving to people), with only 10 percent preferring e-mails from the organization. So maybe it isn’t the most important online fundraising method — but it is certainly the most widely used.