Fundraising's Changing Face

What does this mean for fundraisers? People searching for the latest information on cancer research or a natural disaster are prospects prequalified to become donors. If they’ve taken the trouble to search, you can assume these searchers are prime prospects to receive your paid, online ads designed to nudge them over to your Web site where they can put their interests into direct action. Paid search enhancements now can be targeted to specific demographic attributes, behavior and even previous search inquiries. This means that fundraisers can deliver text, audio and video messages with increased sophistication online.