Using E-Commerce to Raise Money and Build Stronger Relationshi

A nonprofit organization can apply the same marketing principles. If a shopper is purchasing an item from an organization's online store, the store can offer him or her the option to purchase related items, as well as the option to make an additional contribution to the organization.

Consider this example: A museum could configure its online store to ask a constituent who is buying a $15 individual membership if he or she would like to upgrade to a "family" membership for just $10 more. Or, the store could ask constituents to donate or purchase more to receive an additional benefit.