Net Gain: ‘Major’ in Online Relationships

A nonprofit organization’s Web site might not be the point of transaction for six-figure
donations, but it can serve as a powerful tool in cultivating major gifts.

An effective Web strategy can help build relationships with major donors by identifying prospects, capturing information and providing a high-touch, 24/7 communication channel. It offers a great way to have more frequent, less invasive (and less expensive) interactions that empower donors by putting them in the driver’s seat. The key is to align your organization’s Internet strategy with your offline major-
giving program and the specific needs of your major-donor prospects.