Volunteers already feel connected to your organization. Use that connection to turn them into donors.

By David Mckenna

Vivianne Potter, director of direct response at Amnesty International’s New York office, says fundraisers at her organization draw on a list of people who volunteer for the Online Action Center, a program on the Amnesty Web site that allows citizens to access politicians and other officials.

“In a sense, they’re volunteers,” Potter explains. “You can sign up for the Online Action Center whether you’re a member of Amnesty (or a donor) or not. We have a program in place where we attempt to convert people who are Action Center people into donors or members.”