Tips for Achieving Online Fundraising Success

INCREASE DONORS’ LIFETIME VALUE

Traditional mass communications such as direct mail and telemarketing focus primarily on solicitation, but the Internet opens a world of new possibilities for donor relations because of the ease and low cost of sending frequent and personalized online communications. The lifetime value of a donor is based on average gift level, gift frequency and expected retention rate. Each of these variables depends on the quality of the organization’s relationship with the donor. Effectively communicating with donors and involving them in additional activities such as advocacy and volunteering will help develop stronger donor relationships with greater lifetime value.