Three Keys to Cultivating Donors Online
Three Keys to Cultivating Donors Online
Dec. 27, 2005
By Bill Strathmann
Network for Good's success is rooted in three principles of online outreach, which are key to any nonprofit focused on cultivating donors on the Internet:
1) Reach out to audiences when they already feel an impulse to give. Network for Good does this through our powerful media partners, AOL and Yahoo! For example, in the wake of Katrina's devastation and after the horrible earthquake in South Asia, AOL and Yahoo! news content included "how to help" links to our site. People heard the news, they were moved by the plight of victims, and they wanted to help in some way. We provided a way for them to make a difference by donating with a mouse click. Similarly, nonprofits should capitalize on moments when people are reading about, hearing about or thinking about their issues.
