Today, Charity Begins on the Web

Though the Internet revolution occurred at the end of the 20th century, many nonprofit organizations have yet to take advantage of cause-related marketing, fundraising and communicating online.

While some fundraising professionals are simply afraid of new technology, most believe that entering cyberspace is cost prohibitive. However, in today’s increasingly competitive fundraising arena, it is more expensive NOT to utilize the modern tools available and -- even more importantly -- not to use them wisely.

Not convinced? Go to the Internet and use a search engine (e.g., http://www.google.com) to find the words “online fundraising.” One will find approximately 1.73 million matches -- matches that offer opportunities to do such diverse things as buy flowers, books, computers, etc. with a percentage of those sales being donated to one’s favorite charity.

Though cause-related marketing is spreading geometrically, many nonprofits have yet to recognize that the Internet is the perfect venue to help it proliferate for their benefit.

For new believers, here are some basic tips to help get e-fundraising started:

1. THINK LIKE A “BUSINESS WITH A CAUSE.” Just because an organization is a nonprofit, it doesn’t mean that it cannot incorporate some of the lessons learned from the for-profit world. In essence, a nonprofit should adopt a mindset that enables its management team to think like a “business with a cause” and make responsible choices accordingly.

2. BE FLEXIBLE AND OPEN MINDED. Time and again, people in the nonprofit world will do what they have done before just because it’s “the way it’s always been done” or because “we don’t want to offend those that have brought us this far.” It is important to embrace those with whom you have a history, but this sort of prohibitive thinking can leave an organization not only in the dark ages, but also in the poor house.

3. BUILD IT, AND THEY WILL COME. The most basic and relatively low-cost tool needed to engage in e-fundraising is a Web site. Does your organization need a site that is “content only” (like an Internet brochure, calendar and newsletter), or should it be “e-fundraising enabled?” While having a Web site that is e-fundraising enabled can cost a bit more, having the ability to accept transactions, purchases or donations at any time of day can be more than worth the initial outlay.

4. NOW THAT IT’S BUILT, HOW DO DONORS GET THERE? Linking your Web site to other partner-organization Web sites is a huge and largely untapped source of fundraising for nonprofits. For instance, through links (e.g., banner ads), visitors can be driven to a partner’s Web site and then purchase products or services from which a percentage of the proceeds are donated back to your nonprofit.

5. MAKE THE CONCEPT “STICK.” Today, many Web sites are trying to create “sticky applications.” This is done by giving visitors a reason to return to your Web site multiple times: a sweepstakes, contest, drawing, news, mystery puzzles, “thoughts of the day,” etc. Why? The more often a site is visited, the more likely it is visitors will take action and donate.

Leonard Atlas is CEO of CauseYouCare, a Web-based portal that offers products and services from which a portion of the proceeds go directly to charities chosen by the consumer. For more information, visit http://www.causeyoucare.com.