Tips for Using the Web, E-mail and Social Networking to Net 'Wired Wealthy' Donors - Page 7 of 14

By Abny Santicola

Where are they online? Do research.
What do they want to do; what are they currently doing online? Observe and participate
What do we want them to do? Ladder of engagement. "Success is measured by moving potential supporters through progressively more involved stages in the relationship," Smith said.
How will we measure success? Set quantifiable goals

"Touchpoints drive donors closer — or push them away — as they engage with you through the donor-relationship lifecycle," Smith said, referring to a diagram highlighting the touchpoints organizations should be using throughout the cycle.