The Five Basic Steps to Acquiring Donors Online

* Other paid ads. After you’ve conquered search, consider paid placements in e-mails and even banner ads. For the former, seek out online properties that actually “sell” space in their e-mails to organizations like yours, and run a test to see how the placement performs. Banner ads generally are the worst-performing from a cost-per-acquisition perspective — and require the hassle of actually creating the ads — but some Web sites and blogs that are good matches for your mission could deliver surprising results, especially the first time you run the ads.