The Great Schlep
Who says alienating whole segments of the giving public is always a bad thing?
Organizations debating whether or not to create a microsite also should consider goals. Sometimes the main organization’s site might serve as a catchall, whereas a microsite might exist for a specific purpose like a virtual event or fundraising campaign.
Although most organizations will never have the perfect storm of ingredients to create something truly viral online, there are other aspects of thegreatschlep.com you can learn from and adopt.
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
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