Tips for Using the Web, E-mail and Social Networking to Net 'Wired Wealthy' Donors

6. Experiment with alternative online fundraising channels.
Ask donors/subscribers where they are (Facebook, Twitter, Gather, Digg, etc.); create a strategic presence where the majority of your audience already is; integrate e-mail communications with these social-media channels, and repurpose your content for each communications vehicle.

7. Measure. Measure. Measure.
For e-mail, measure by segment (prospects, low dollar, high dollar, major), dollars raised, number of gifts, average gift, response rate, open rate, clickthrough rate, unsubscribe rate and completion rate. For your Web site, measure number of visitors, source of traffic (e.g., search, e-mail marketing, online advertising, social networks) and most popular pages visited. And for social networks, measure number of friends and/or followers by monthly percentage change.