The Five Basic Steps to Acquiring Donors Online

* Paid acquisition. Some third-party online properties, such as Care2, will recruit a set number of new e-mail addresses for you on a cost-per-name basis. To do this, they set up online actions related to your mission, promote the actions to their own members and then enable those who take the actions to check a box to opt in to your nonprofit’s e-mail list. You then pay a set cost for each name. You might be able to entice third-party Web sites to recruit donors on your behalf, too, by offering to pay them a set amount for every donor they send your way. The cost per donor typically will be much higher than the cost of the e-mail address of someone you later try to convert into a donor.